- •2. Методические рекомендации по изучению темы.
- •I. Marketing and Advertising
- •I. Marketing and advertising
- •Introduction
- •1) Advertising and the modern world
- •2) Advertisement as a service
- •1. Introduction
- •2. Advertisement as a service. The ethical questions.
- •II. Art of advertising
- •It is not creative, unless it sells
- •2. Creative strategy
- •1. Massage strategies. 2. Creative Strategy.
- •3. Final Thoughts about the message strategy
- •4. Creating the advertising message
- •4. Creating the advertising massage.
- •5. Slogans, Logos, Type
- •What is your tone?
- •6. Color for a good advertising
- •The science of color
- •Designer and color
- •What colors say?
- •5. 6. Slogans, Logos, Type. Color for a good advertising.
- •III.Web Site Development
- •III. Web Site Development
- •IV. Types of advertising
- •1. Consumer advertising
- •2. Media of Consumer advertising
- •3. Informational advertising
- •IV. Types of advertising
- •V. Developing an advertising campaign
- •1. Advertising campaign
- •2. Identify and analyzing the advertising target
- •3. Defining the advertising objectives
- •4. Creating the advertising platform
- •5. Determining the advertising budget
- •6. Objective and task approach
- •7. Developing the media plan
- •8. Executing the campaign
- •9. Evaluating the effectiveness of the advertising
- •V. Developing an advertising campaign
- •VI. The role of the advertising agency or department
- •1. A typical advertising agency structure
- •A typical advertising agency structure
- •Основное тематическое содержание курса видиолекций.
- •3) International business Management
- •Session Five.
- •Session Five.
V. Developing an advertising campaign
Test.
There are ____ general steps in developing and implementing, an advertising campaign
a. 3
b. 6
c. 8
d. 10
_____is the group of people at which advertisements are aimed.
a. an advertising objective
b. the advertising campaign
c. an advertising budget
d. the advertising target
Advertising objectives should be stated clearly, precisely and in ____ terms.
a. measurable
b. right
c. good
d. precise
Before launching the advertising campaign ______must be developed.
a. an advertising objective
b. the advertising campaign
c. an advertising platform
d. the advertising target
______ is the total amount of money that marketers allocate for advertising over a period of time.
a. an advertising objective
b. the advertising campaign
c. an advertising budget
d. the advertising target
The geographic size of the market and the distribution of buyers within the market have a great ______ on this decision.
a. influence
b. pressure
c. bearing
d. relationship
Of the many sales promotion techniques used to determine the advertising budget, one of the most logical is the ________.
a. influence approach
b. objective and task approach
c. bearing approach
d. relationship approach
_____ helps to choose the exact media vehicles for advertising .
a. a media plan
b. an advertising plan
c. a developing plan
d. a strategy plan
______of the advertising campaign requires an extensive amount of planning and coordination.
a. the developing
b. the beginning
c. the execution
d. the relationship
If _____ test is used, people are shown the actual advertisement and asked whether they recognize it.
a. recall test
b. driving test
c. recognition test
d. information test
VI. The role of the advertising agency or department
1. A typical advertising agency structure
Vocabulary:
to assign — предписывать, назначать
an executive - исполнитель
a liaison — связь, соединение
a priority - приоритет
to oversee - наблюдать
evaluative - оценивающий
to regard — рассматривать, принимать во внимание
efficiently - эффективно
to seek - искать
persuasive — убедительный
a core – центр, суть
a psychologist – психолог
a researcher – исследователь
an analyst – аналитик
a librarian – библиотекарь
a bookkeeper – бухгалтер
a mathematician - математик
on behalf – от лица какого либо
priorities – приоритеты
Advertising agencies create most advertisements and are the core of the advertising industry. Some companies, however, have their own advertising departments which function much like an agency. The development, production, and placement of a single advertisement can be a time-consuming process involving a large number of people with the variety of business and creative skills. Advertising agencies not only create the advertisement but also pay for the cost of placing the advertisement in a newspaper or magazine or on TV or radio. A large advertising agency or department may employ 100s or 1000s of people, including advertising and marketing specialists, designers, writers known as copywriters, artists, economists, psychologists, researchers, media analysts, product testers, librarians, accountants and bookkeepers, and mathematicians. A typical advertising agency is divided in to a number of departments, such as account service, research, media planning and buying, the creative department, and production.
Ones a company selects an agency, the agency assigns the account executive to act as liaison between it and the client.
The account executive manages all of the services conducted on behalf of the client and coordinates the team assigned to the client’s business. The account executive directs the preparation of the advertising strategy, which includes deciding how and to whom the product or service will be presented. The account executive also assigns priorities, oversees the budget, reviews and approves all recommendations before they are taken to the client, and makes sure that the agency meets all deadlines.
Questions:
What is the typical advertising agency structure?
What specialists do usually work in the large advertising agency or department?
What departments are there in the typical advertising agency?
What are the duties of account executive managers?