5. A brand
A product manufactured by a company under a particular name.
It identifies one service offering as distinct from those of other sellers
The personality that identifies a product, service or company.
Proper branding can result in higher sales of not only one product/
service, but on other products associated with that brand.
8. Brand Awareness
Customers' ability to recall and recognize the brand under
different conditions and link to the brand name, logo, jingles
and so on to certain associations in memory.
It helps the customers to understand to which product or
service category the particular brand belongs .
Brand awareness is of critical importance since customers will
not consider your brand if they are not aware of it…
9. But What?
Building a strong brand requires more than just a
It needs the foundation upon which the brand will thrive,
taking into consideration the overall marketing objectives,
vision and mission of the company.
There has to be a ‘Brand Guide!’
11. • Brand guide, sometimes referred to as brand diary, book or
‘bible’ embodies everything from your brand message and
mission statement through to the use of logos, tones, fonts,
colours and imagery:
• Most multinationals all over the world have achieved
consistency in their colours, tone, font in their way of
communication due to a guideline they stick to.
• These companies regardless of the creative agency they use
or the country they find themselves in can not deviate from
their core elements of communication because they have
guidelines to follow.
18. What is a Creative brief?
o It is the first ad of the campaign
o A one-page document that puts in writing all the
key information you want the creatives to know
before working on the creative campaign
o It is the bridge that connects strategic thinking
and creative execution
o The key with which the account managers can
unlock the imagination of creative people
19. Elements of Creative Brief
20. What is its Role?
o To liberate the creative process. Not control.
o To provide a springboard for ideation.
o Inform. Interest. Persuade. Guide. Inspire.
22. Sample Brief
Date prepared: 19 October, 2014
Overview of Product/Service:
What specific product or service do you want us to
What specific outcome do you want the communication to
achieve? e.g. Increase patronage, direct consumers to call
toll-free number, increase sales etc.
What do you want Agency to do for you .e.g. logo, radio
ad, billboards, sales promotion, website development,
market research etc.
Who should communications address first?
Who should communications address next?
What one thing sets your product/service apart from your
What brand elements or information must be used for the
communications? (Company logo, company
When do you expect work to be completed?
55. Media Procedures:
o A brief /call report from Client Service
department is sent to Media Dept.
The brief should be explicit and straight to the
56. Media Procedures:
o The media department discuss the brief /
call report to diagnose and find the best
strategy to adapt for the client’s request
3 major factors
o Listenership/ Viewership
57. Media Procedures:
o Orders are raised to the selected media
partners in exchange for a collaborated
o Follow up & Collection of TCs
58. Media Procedures:
o With Print Ad insertions: Tear sheets are
provided as proof of execution.
o Follow up & Collection of TCs
o Final Report
61. Shifts that enabled IMC:
Fundamental shifts in how companies market to consumers have
made Integrated Marketing Communications possible.
o From Traditional Marketing to Digital/Interactive Marketing
o From Mass Media to Specialized Media
o From Low Accountability in Marketing Spend to High
Accountability in Marketing Spend
o From Limited Connectivity to Pervasive Connectedness
62. Elements of IMC:
o Newspaper inserts
o Hoardings and banners
o Radio or television advertisements,
o Press releases
o Discount coupons
o Loyalty clubs
o Membership clubs
o PR Activities
o Sales promotional
o Direct marketing
o Social networking
sites (Face book.
Twitter,), blogs and so
66. Creativity in Advertising:
o Creativity is at the heart of everything we do.
o It’s our ability to transform strategic thinking into
o Creativity means being novel and appropriate
67. Creativity in Advertising:
3 main different stages:
o CREATE: It means to bring something in
to being and originate a new and unique idea.
o CREATION: It is the process
o CREATIVE: Thinking differently
69. Creativity in Advertising:
4 Rules of Creativity:
1. Make the product relevant to customer.
2. It should be promise to the customer.
3. Don't let it stand alone.
4. Always put product at the centre of the
77. Measuring Advert
You print 4,000 postcards and mail them to potential
customers; the total cost of printing and mailing is
As a result of the campaign you generate GHC9,500 in
sales and GHC5,000 in Gross Margin. Simply do the
GHC5,000 - C2,000 = C3,000; C3,000 / C2,000 = 1.50,
Your ROI on the direct mail campaign was 150%.