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PULLING IT ALL TOGETHER The Integrated Campaign

PULLING IT ALL TOGETHER The Integrated Campaign. The bull’s-eye of the advertising business. THREE QUESTIONS. Why is it important? What constitutes an integrated campaign? How do we create one?. An integrated campaign extends a brand idea across multiple media or forms of communication. .

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PULLING IT ALL TOGETHER The Integrated Campaign

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  1. PULLING IT ALL TOGETHERThe Integrated Campaign

  2. The bull’s-eye of the advertising business.

  3. THREE QUESTIONS • Why is it important? • What constitutes an integrated campaign? • How do we create one?

  4. An integrated campaign extends a brand idea across multiple media or forms of communication.

  5. 1985print/outdoor/TV/radio/direct mail/PR/trade show tchotchkes

  6. 2010plus interactive and digital media, buzz marketing, ambient/guerilla events, viral, interactive TV, mobile apps, blogs, coffee cup sleeves, bar mats, magazine bellybands, banners, in-cinema, product placement, posters, CD cases, point of purchase displays, live events, every consumer touchpoint, company publications, annual reports, employee handbooks, etc.

  7. A small idea CAN’T POSSIBLY ENERGIZE THIS ENORMOUS MEDIA SPECTRUM.

  8. A BIG IDEA THAT’S BRANDED

  9. Before executing an integrated campaign,you need a branded advertising idea.

  10. Branded advertising creates a strong association between an idea, symbol, object, emotion, icon, attitude or perception and a particular product or company.

  11. Successfully branded advertising uses BRAND CUES to connect the advertiser to the message

  12. images and icons, logos, labels • “created” characters • spokespeople • signature music, filmic styles, voiceovers • taglines, brand name, product • colors • attitude, point-of-view

  13. You might think branding the adv is the creative dept’s job, not the strategist’s. You’d be wrong

  14. In many ways, the strategist provides the raw materials for the branding of the advertising • sifting through the brand’s history and iconography • establishing its point-of-view, its voice • defining the world(s) it will live in • Its signature images, settings, moments

  15. Creating an integrated advertising campaign is a team sport. • Acct mgt/planning curate strategic integration • Creative dept. curates creative integration

  16. Half-a-Virgin Cola • you’ve got a big idea • you’ve created some branded advertising based on it • which media options do you employ in this integrated campaign?

  17. THINK LIKE A MERCHANT

  18. Merchants were the first advertisers. • promoting their storefronts: sold hats, shoes, hardware…butchers, bakers, candlestick makers. • intensely local - their market was on foot and nearby. • created the first logos: dentist/tooth, blacksmith/horseshoe, bars/beer mug.

  19. A “Merchant Mentality” is a mind-set absolutely obsessed with the customer. • wants and needs • aspirations • buying habits, the transaction • levels of satisfaction, loyalty

  20. Sam Walton • RH Macy • Tom Carvel • Howard Schultz, Starbucks • Steve Jobs, Apple

  21. CONSIDER THE TRANSACTION • The who, where, when, and why of the actual sale • consider the product in use

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