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Planning and launch stages of an advertising campaign
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| Stage 1 | Discussion with …………………. 1 Talk about their ………….. 2 and ………………… 3 Develop a ………… ………….. 4 |
| Stage 2 | ………………….. 5 stage Observe the target audience, get to know them through ………………… 6 |
| Stage 3 | Develop a ……………… 7 Talk to your creative partners about …………… …………… 8 Discuss the communication idea with your ……………. 9 Go back to your ………….. …………… 10 |
| Stage 4 | Make the ……………………. 11 Use …………….. ………………. 12 to track how it isworking. |
SPEAKING
A. Read the description of some techniques used in advertising. Discuss which of them appeal to you and which don’t. Explain your choice.
1. Repetition. The simplest kind of advertising. A slogan is repeated so often that we begin to associate a brand name with a particular product or service.
2. Endorsement. A popular personality is used in the advertisement.
3. Economical appeal. Advertising often appeals to basics such as mother’s love, sex, manliness, femininity.
4. Scientific authority. Sometimes the adverts show a person in a white coat i.e. a scientist telling us about a product. More often it mentions “miracle ingredients” or “scientific testing” to persuade us.
5. “Keeping up with the Jones’s.” An appeal to pure snob value. You want to appear to be richer or more successful than your neighbors.
6. Comparison. The advert lists the qualities of a product in direct comparison with rival products.
7. An appeal to fear or anxiety. This type is similar to 3, but works on our fear.
8. Association of ideas. Cigarette advertising, for example, should be attractive: healthy people smoking in beautiful rural situations (Usually it is accompanied by the words “Smoking is harmful for your health”)
9. Information. If a product is new, it may be enough to show it and explain what it does.
10. Special offers/free gifts. This is a very simple and direct appeal – it’s half price!
11. Anti-advertising. This is a modern version which appeals to the British sense of humour. It makes fun of techniques of advertising.
B. Case-Study: Advertising.
Background
Focus, a large advertising agency based in Paris, has a reputation for creating imaginative and effective campaigns.
At present, Focus is competing for several contracts. It has been asked to present ideas for advertising campaigns to the managements of the companies concerned.
Concepts are required for the following advertising campaigns.
A chain of eight restaurants in your country
· The restaurants are in prime locations.
· Low fat and vegetarian dishes served in a clean, simply furnished, non-smoking environment.
· Reasonably priced, but not attracting enough customers.
· Target consumer: health-conscious people of all ages.
Aim: A creative campaign to improve sales.
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