chapter 5.2 by Brandon Barrett

planning effective advertising

bbarre3877 — 2017-03-23 14:35:47 UTC

-Product advertising
- Brand advertising

-Corporate advertising

the advertising agency

bbarre3877 — 2017-03-23 14:49:10 UTC

a company that specializes in creating advertising

account executive
-they keep every one and every thing in check
account planner
-planner for the accounts
media planner
-planner for everything to do with the media
art director
-director of all the things art in that company
copywriter
-=they are the person who writes the text of advertisements or publicity material
creative director
-they are the director of the things like commercials and adverts
producer
-they produce the advertisements and the product and make them know to the public

the planning pricess

bbarre3877 — 2017-03-23 15:05:33 UTC

advertising plan
advertising campaign -set objectives
-determine the budget
-develop the creative strategy
-select and schedule the media
-develop the creative concept
-produce the advertising
-evaluate the plan's effectiveness

select the media

bbarre3877 — 2017-03-23 15:11:05 UTC

cost
reach
frequency
lead time
creative brand and corporate fit