ADVERTISING WITHIN DIGITAL MEDIADAVID LILLEY 21125024

CONTENTSTo follow the stages of an advertising campaign TOPIC INTRODUCTION

THE BRIEF THE RESEARCH FROM RESEARCH THE CREATION PRODUCTION COMPANIES REFLECTION

Advertising Art Director

JOB RESEARCH TRAINING SKILLS NEEDED EXPERIENCE NEEDED ADDED INDUSTRY

REQUIREMENTS PRIMARY RESEARCH

TOPIC INTRODUCTION

In a broad sense, The Oxford dictionary defines

advertisement as to, “describe or draw attention to (a product, service, or event) in a public medium in order to promote sales or attendance.”

Some Of the main outlets for advertising today include:

• Infomercials• Radio advertising• New media• Television / Music

Advertising• Sheltered Outdoor

Advertising• Product placements• Covert advertising

• Press advertising• Billboard advertising• In-store advertising• Coffee cup advertising• Mobile billboard advertising• Online advertising

• Street avertising• Celebrity Branding

In 2010, spending on advertising was estimated at $142.5 billion in the United States and $467 billion worldwide.

THE BRIEF

The client first offers a brief usually stating;

• Company beliefs• Objectives and goals of new

design,• Budget and schedule• Target audience• Scope of project• Available materials/ materials

needed• Overall style and look • Any “Do Nots.”

THE RESEARCH

This role will usually be undertaken by the “account planner” who will look into some of the following:

• The advertisers’ service or product will be compared with the competition.

• Their ranking in the market-place will be looked at.• As will consumers’ perceptions of their brand in

comparison to their competitors. • Analyzing the competitors’ advertising.

ACCOUNT PLANNER

FROM RESEARCH

The media agency will then use this research to identify who their target audience will be and the media that should be used to reach that target audience in the most cost effective way.

This is usually the role for “Media Planners/ Buyers”

Together, the agencies will make recommendations on which markets are to be reached, distribution chances, pricing and which media channels will be used to deliver the message.

MEDIA PLANNERS/BUYERS

THE CREATION

Both the Copywriter (written and verbal ideas) and the Art Director (Visualizing Idea) will then work together while creating the final message.

This can take some time as ideas can often be rejected many times before accepted. “Creatives” usually have to work fast and to tight deadlines.

COPYWRITER

ART DIRECTOR

PRODUCTION COMPANIES

Whilst the advertiing agency will be involved at every stage of the production of the commercials, they wont actually do any filming or taping.

This will be done by outside production companies and the traffic department within the advertising agency will ensure that the commercials are ready on time and that the client and legal approvals have been granted.

REFLECTION

Once the advertisement or commercial has run, the media agency will verify this and check it’s performance.

This stage is important to advertising agencies as if an advertising campaign is successful, they are more likely to be rewarded with high paying clients in the future.

ANY QUESTIONS?