Client brief- client doing it

Creative brief- account manager doing it

Background/context
Objective-brand awareness, promote the level/quality of
service
Positioning- where a company stands in the similar
market/competitors
Target audience
Promise
Support for the promise
Key message
Media
STP Segmentation Targeting Positioning
-observe a market and segment target audiences into many criteria
IMC Integrated Marketing Communication
-beyond advertising and PR/ comprehensive communication tools at
a minimal cost
IMC Tools
- Advertising
- Direct Marketing
- Internet Marketing
- Sales Promotion
- Public Relations
- Personal Selling
Consumer Insight
-the first thing consumers associated with a brand/ how the consumers
understand and know the brand ex.) consumer insight of thai airway: high
quality/ easy to remember slogan: smooth as silk
Consumer Behavior
-study of consumers in order to know and satisfy their need and wants
Consumer Benefit
-often used in advertising to define the selling point of a product
-ex.) consumer benefit: oppo mobile phonehigh quality camera
Brand awareness
-fame of the brand/ how well known is your brand
-if your brand is in the top well known brand then your brand awareness is
very good
Push strategy
-taking the product directly to the customers
-easy to find products like in 7
-cannot store for a long time
Pull strategy
-influence customers to come to your products
-not a lot of advertisement
-example: luxury products/ whisky
Product placement
-
-advertising in movies and tv programs by paying them to be featured
-ex.) Treseme in the face Thailand tv program
Brand extension
-using an existing brand on a new product in a different category
-only ONE BRAND
for example: coke>coke light>coke zero
Co-branding
-two or more different brands come together to create a product or
service
-for example: SalisaxKemisara, KarlxH&M
Merchandising
-At a retail in-store level
-Tactic in displaying products in such a way it stimulates interest and
increase sales
Double Door
-2 ad agencies share department (accounting/IT/HR)
Star system
-using celebrities (usually famous one) to advertise
Celebrity Endorsement
-use celebrities or a well known person to use their social status or fame
to help promote a product, service or raise awareness.
Advertising investments
-money
Advertising Legislation
-rules or laws on which advertisement can be shown
- some categories of products can be only air during particular time only
-for example: ban on cigarettes/alcohols
for example: unhealthy food cant be air during morning time (kids are
watching)
Pre-testing
-Testing the advertisement to see whether your ad is
effective/understandable or not
-Deliver of the storyboard before commercial can be shoot
BtoB or BtoC
-BtoB (Business to Business)

Advertising advantages for each media

-Online ad: people can interact and cost lesser than TV commercial
Names of leading advertising agencies
-TBWA
-Ogilvy
-DDB

IMPORTANT
-WATCH NADECH COMMERCIALAIR ASIA
-WRITE CREATIVE BRIEF