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Planning Advertising and IBP

Planning Advertising and IBP. Chp 8 with Duane Weaver. Advertising PLAN. …specifies the thinking, tasks, and timetable to conceive and implement effective advertising. CREATIVITY. RULES of GOOD Creative: Zero in on product Use loads of design Find the sweet spot

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Planning Advertising and IBP

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  1. Planning Advertising and IBP Chp 8 with Duane Weaver

  2. Advertising PLAN • …specifies the thinking, tasks, and timetable to conceive and implement effective advertising

  3. CREATIVITY • RULES of GOOD Creative: • Zero in on product • Use loads of design • Find the sweet spot • Surprise equals buzz equals exposure • Don’t be timid • Conspire with customer • Make yourself useful • Advertising as a product not service • Good ideas from anyone, anywhere, anytime • Rules are Lame. Break ‘em.

  4. AD PLAN Structure • Intro • Situation Analysis • SWOTs • Objectives • Budget • Strategy

  5. ROLE OF AGENCY in Ad Plans • To translate current market and marketing status of a firm and its objectives into a strategy and ultimately finished advertisements and IBP materials.

  6. DISCUSSION Q’s • 1 • 3 • 5 • 8

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