2020-07-12
131
There are various ways to do it. They include measuring achievement of advertising objectives, gauging the effectiveness of copy, illustrations or layouts; and the assessing certain media. Many advertisers evaluate print and TV advertisements according to the degree to which consumers can remember them. These methods based on memory include: recognition and recall tests. If a recognition test is used, people are shown the actual advertisement and asked whether they recognize it. When recall is evaluated, people are not shown the actual advertisement but instead they are asked about what they have seen or heard recently. The major justification for using recognition and recall methods is that people are more likely to buy a product if they can remember an advertisement about it than if they can not.
Questions:
1. What are the steps in developing and implementing, an advertising campaign?
2. What may the number of steps and their order vary according to?
3. What is the advertising target?
4. What is the reason for defining the advertising objective?
5. What is the best time for developing the advertising platform?
6. Give the definition of the advertising budget.
7. What is the reason for developing an effective media plan?
8. What factors should media planners take in to account to develop an effective media plan?
9. What people are involved in the execution of an advertising campaign?
10. What are the ways to evaluate the effectiveness of advertising?
V. Developing an advertising campaign
Test.
1. There are ____ general steps in developing and implementing, an advertising campaign
a. 3
b. 6
c. 8
d. 10
2. _____is the group of people at which advertisements are aimed.
a. an advertising objective
b. the advertising campaign
c. an advertising budget
d. the advertising target
3. Advertising objectives should be stated clearly, precisely and in ____ terms.
a. measurable
b. right
c. good
d. precise
4. Before launching the advertising campaign ______must be developed.
a. an advertising objective
b. the advertising campaign
c. an advertising platform
d. the advertising target
5. ______ is the total amount of money that marketers allocate for advertising over a period of time.
a. an advertising objective
b. the advertising campaign
c. an advertising budget
d. the advertising target
6. The geographic size of the market and the distribution of buyers within the market have a great ______ on this decision.
a. influence
b. pressure
c. bearing
d. relationship
7. Of the many sales promotion techniques used to determine the advertising budget, one of the most logical is the ________.
a. influence approach
b. objective and task approach
c. bearing approach
d. relationship approach
8. _____ helps to choose the exact media vehicles for advertising.
a. a media plan
b. an advertising plan
c. a developing plan
d. a strategy plan
9. ______of the advertising campaign requires an extensive amount of planning and coordination.
a. the developing
b. the beginning
c. the execution
d. the relationship
10. If _____ test is used, people are shown the actual advertisement and asked whether they recognize it.
a. recall test
b. driving test
c. recognition test
d. information test
VI. The role of the advertising agency or department
A typical advertising agency structure
Vocabulary:
to assign — предписывать, назначать
an executive - исполнитель
a liaison — связь, соединение
a priority - приоритет
to oversee - наблюдать
evaluative - оценивающий
to regard — рассматривать, принимать во внимание
efficiently - эффективно
to seek - искать
persuasive — убедительный
a core – центр, суть
a psychologist – психолог
a researcher – исследователь
an analyst – аналитик
a librarian – библиотекарь
a bookkeeper – бухгалтер
a mathematician - математик
on behalf – от лица какого либо
priorities – приоритеты
Advertising agencies create most advertisements and are the core of the advertising industry. Some companies, however, have their own advertising departments which function much like an agency. The development, production, and placement of a single advertisement can be a time-consuming process involving a large number of people with the variety of business and creative skills. Advertising agencies not only create the advertisement but also pay for the cost of placing the advertisement in a newspaper or magazine or on TV or radio. A large advertising agency or department may employ 100s or 1000s of people, including advertising and marketing specialists, designers, writers known as copywriters, artists, economists, psychologists, researchers, media analysts, product testers, librarians, accountants and bookkeepers, and mathematicians. A typical advertising agency is divided in to a number of departments, such as account service, research, media planning and buying, the creative department, and production.
Ones a company selects an agency, the agency assigns the account executive to act as liaison between it and the client.
The account executive manages all of the services conducted on behalf of the client and coordinates the team assigned to the client’s business. The account executive directs the preparation of the advertising strategy, which includes deciding how and to whom the product or service will be presented. The account executive also assigns priorities, oversees the budget, reviews and approves all recommendations before they are taken to the client, and makes sure that the agency meets all deadlines.
Questions:
1. What is the typical advertising agency structure?
2. What specialists do usually work in the large advertising agency or department?
3. What departments are there in the typical advertising agency?
4. What are the duties of account executive managers?
