MGMA01H3 Lecture Notes - Lecture 9: Integrated Marketing Communications, Integrating Factor, Dagmar Marketing
Document Summary
Determines what the advertising message will say or communicate. Most powerful way of communicating with customers. Tell the customer who we are, and brand positioning. Advertising often transforms the consumption experience (e. g. coke) Advertising is paid nonpersonal communication from an identified sponsor to persuade or influence an audience. Customer know the company want to pursue. Communication: structured and applied; employs verbal and non-verbal elements. Non-personal: typically directed to groups of individuals; mass communication. Persuasive: to win converts to a product, service or an idea. Identified sponsor: often paid for by the sponsor. Make brand buyers into brand believers leo burnett. Let"s see, what is arguable, one of the most creative ads ever made: 1984" apple. Must make sure the message is understandable. Company don"t make ad by themselves, the advertising agency makes it. Creative brief: a page explain company"s goal for the ad. Bring the person alive: real flesh and blood.