1. Business of Advertising
09/5/2013 Design for Advertising
Business of Advertising

2. Careers in Advertising
There are five main areas of work within advertising agencies, to which graduates of any discipline may be recruited:
Account executives 
Media planners/buyers
Account planners 
Creatives IT
09/5/2013 Design for Advertising
Business of Advertising

3. Careers in Advertising
Account executives are the link between the agency and the client. They co-ordinate all aspects of the planning, production and implementation of advertising campaigns, working with colleagues, clients and outside organizations.
Media planners/buyers place advertisements to achieve optimum impact, deciding on the appropriate timing, vehicle etc to reach maximum target audience at minimum price.
Account planners are concerned with research, analysis and strategic thinking. They are “the consumer’s representative at the agency”, ensuring that campaigns receive input from those at whom the products and advertising are aimed and that they are accurately focused. Extroverts are more persuaded by adverts than introverts! They tend to want rewards more strongly.
Creatives (copywriters and art directors) provide the message (verbal and/or visual) that will sell the product, according to the brief determined with client and colleagues.
IT. Agencies are increasingly recruiting IT grads. They are using IT to analyze the effect of advertising which enables them to give customers real information about the costs and benefits of advertising in a variety of locations and media. The second use for IT/Multimedia is the increasing variety of platforms available for advertising including Twitter, Facebook, LinkedIn and keeping abreast of new trends in technology.
09/5/2013 Design for Advertising
Business of Advertising

4. Ad Agency vs Design Firm
First person to raise your hand gets a prize!
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Business of Advertising

5. Ad Agency vs Design Firm
Ad Agency: Business
Account executives 
Media planners/buyers
Account planners 
Creatives IT
Design Firm: Talent
Creatives
09/5/2013 Design for Advertising
Business of Advertising

6. Corporate Communications
Activities that manage and orchestrate all internal and external communications Aimed at creating favorable point-of-view among stakeholders. The messages issued by a corporate organization, body, or institute to its audiences, such as employees, media, channel partners and the general public. Organizations aim to communicate the same message to all their stakeholders, to transmit coherence, credibility and ethic. Corporate Communications help organizations explain their mission, combine its many visions and values into a cohesive message to stakeholders.
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Business of Advertising

7. Corporate Communications
Branding Corporate Identity Responsibility Reputation Internal/ employee communications Public relations
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Business of Advertising

8. Business of Advertising
Name that Brand
09/5/2013 Design for Advertising
Business of Advertising

9. Business of Advertising
Name that Brand
09/5/2013 Design for Advertising
Business of Advertising

10. Intellectual Property
Intellectual property (IP) refers to creations of the mind: inventions, literary and artistic works, and symbols, names, images, and designs used in commerce. IP is divided into two categories: Industrial property, which includes inventions (patents), trademarks, industrial designs, and geographic indications of source; and Copyright, which includes literary and artistic works such as novels, poems and plays, films, musical works, artistic works such as drawings, paintings, photographs and sculptures, and architectural designs. Rights related to copyright include those of performing artists in their performances, producers of phonograms in their recordings, and those of broadcasters in their radio and television programs.
09/5/2013 Design for Advertising
Business of Advertising

11. Trademarks/ Brand Names
a distinctive sign which identifies certain goods or services as those produced or provided by a specific person or enterprise. Its origin dates back to ancient times, when craftsmen reproduced their signatures, or "marks" on their artistic or utilitarian products. Over the years these marks evolved into today's system of trademark registration and protection. The system helps consumers identify and purchase a product or service because its nature and quality, indicated by its unique trademark, meets their needs.
09/5/2013 Design for Advertising
Business of Advertising

12. Business of Advertising
Copyrights
the exclusive legal right, given to an originator or an assignee to print, publish, perform, film, or record literary, artistic, or musical material, and to authorize others to do the same.
09/5/2013 Design for Advertising
Business of Advertising

13. Introduction to Advertising
HOME WORK
Read Chapter 2 of Advertising Creative
Read Designing Obama
Assignment 3: Designing Obama (due Wed Sep 7)
Select an Obama advertisement within the publication (or from your own resources)
Discuss the AIDA process in the ad
Identify the Creative Strategy and Tone
Discuss resonance within the ad
In one sentence, identify the Big Idea or The One Thing in the ad
Min 1 page (of writing), double spaced, Times New Roman 12 points, cite all sources, include an image of the ad you selected at the end.
Repeat the above for TWO current 2016 campaign ads. Be objective in your analyses!
(in all, there should be THREE separate 1-page analyses)
Introduction to Advertising