A brief introduction to advertising

Jan 22, 20142 likes1,000 views

The document discusses the roles of design and advertising. Design solves problems within a brand, while advertising solves problems between the brand and the market. Advertising can influence consumer behavior and change perceptions, such as convincing people that one brand is better than another. The document outlines strategies for effective advertising such as associating with famous people or brands, strategic planning, creative ideas, and media placement. It also shows career paths for creatives in advertising and after leaving the advertising field.

Advertising can make someone who bikes to
work to buy a car. And it can make someone
who drives to work to buy a bicycle.
It can make oﬃce workers wear sneakers.
It can also make athletes wear suits.
It has convinced many people to believe that
Apple is better than Samsung though
it’s made in China.

Know HOW TO SELL and you’ll be powerful.
Know WHAT YOU SELL and the change you’ll
make will be the necessary one.

The necessary change for a better Economy.
For a better Way of Life. For a better World.

Career as a creative in advertising

Regional / Worldwide Creative
Director

CEO

Group Creative Director
(CCO, Chief Creative Oﬃcer)

Creative Director

Producer

Sr. Art Director

Associate Creative Director

Sr. Art Director

Sr. Copywriter

Art Director

Sr. Graphic Designer

Planning Director

Copywriter

Graphic Designer

Sr. Copywriter

Account Director

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A brief introduction to advertising

1. Advertising and why selling matters

2. While Design solves a problem within a brand…

3. … Advertising solves a problem between the brand and the market.

4. Brand Market Product Service Company Value People Design Advertising Along the way, they may overlap each other, but these are their basic roles.

5. The ability to sell is powerful.

6. Advertising can make someone who bikes to work to buy a car. And it can make someone who drives to work to buy a bicycle. It can make oﬃce workers wear sneakers. It can also make athletes wear suits. It has convinced many people to believe that Apple is better than Samsung though it’s made in China.

7. HOW TO SELL ASSOCIATIONS WITH FAME STRATEGIC PLANNING • High-proﬁle production • Famous location & props • Famous actors • Co-branding with a famous brand • etc. • Convert existing, or grow a new area • Positioning (set playing area) • Stages of play • Thematic or tactical • etc. CREATIVE IDEAS MEDIA PLACEMENT • Story • Tagline, or any line • Sound, from music to end tune • Shape, or key visual • Styling, or look and feel • etc. • Mass • Direct (One-on-one) • Interactive • Virtual • People (PR, WoM, Followers) • etc. PAID FREE EARNED OWNED

8. Know HOW TO SELL and you’ll be powerful. Know WHAT YOU SELL and the change you’ll make will be the necessary one.

9. The necessary change for a better Economy. For a better Way of Life. For a better World.

10. Career as a creative in advertising Regional / Worldwide Creative Director CEO Group Creative Director (CCO, Chief Creative Oﬃcer) Creative Director Producer Sr. Art Director Associate Creative Director Sr. Art Director Sr. Copywriter Art Director Sr. Graphic Designer Planning Director Copywriter Graphic Designer Sr. Copywriter Account Director

11. Career as a creative after advertising Client-side Client-side Art Art Filmmaking, Painting, Comic, Sculpting, Photography, etc. Author, (Salman Rushdie, F. Scott Fitzgerald), Filmmaking, Poet, etc. Vendor Vendor PH, Director, Post, Composer, Photographer, DI, Animation, Web Design, Illustration, EO, Stylist, Freelance AD, etc. Creative Director Director, Offline Editor, Composer, Digital Content Writer, Translator, Event Organizing, Talent & Legal, Freelance CW, etc. Your Own Brand Associate Creative Director Your Own Brand Agency, Media, Product, etc. Non-Profit Organization Consultant Agency, Media (Hugh Hefner), Product, etc. Sr. Art Director Sr. Copywriter Non-Profit Organization Journalism Consultant Photojournalism Coach / Lecturer Journalism Newspaper or Magazine Columnist & Editor, Blogger, TV Programmer, Radio DJ, etc. Coach / Lecturer

12. Hope it’s useful.

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A brief introduction to advertising

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