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Integrated Advertising, Promotion and Marketing Communications 5th Edition by Kenneth Clow,Donald Baack
Edition 5ISBN: 978-0132538961Integrated Advertising, Promotion and Marketing Communications 5th Edition by Kenneth Clow,Donald Baack
Edition 5ISBN: 978-0132538961 Exercise 14
Creative Corner
Use the following creative brief for this exercise.
1. As an account executive for an advertising agency, discuss the creative brief in terms of the completeness of the information provided and whether the objective is realistic. What additional information should Ford provide before a creative can begin working on the account
2. The media planner for the Ford Mustang account suggests a media plan consisting of cable television, print advertising, Internet ads, and network advertising on Fox shows Family Guy, House, The Wanda Sykes Show, The Simpsons, and American Idol. Evaluate this media plan in light of the creative brief 's objectives. Can these shows reach the target audience What information does a creative and the account executive want from the media planner before starting work on actual commercials
3. From the viewpoint of the creative assigned to this account, do the creative brief and the media plan (see question 2) contain sufficient information to design a series of advertisements What, if any, additional information is necessary
4. Using the information provided in the creative brief, prepare a magazine advertisement. Which magazines might match the target audience
Use the following creative brief for this exercise.
1. As an account executive for an advertising agency, discuss the creative brief in terms of the completeness of the information provided and whether the objective is realistic. What additional information should Ford provide before a creative can begin working on the account
2. The media planner for the Ford Mustang account suggests a media plan consisting of cable television, print advertising, Internet ads, and network advertising on Fox shows Family Guy, House, The Wanda Sykes Show, The Simpsons, and American Idol. Evaluate this media plan in light of the creative brief 's objectives. Can these shows reach the target audience What information does a creative and the account executive want from the media planner before starting work on actual commercials
3. From the viewpoint of the creative assigned to this account, do the creative brief and the media plan (see question 2) contain sufficient information to design a series of advertisements What, if any, additional information is necessary
4. Using the information provided in the creative brief, prepare a magazine advertisement. Which magazines might match the target audience
Explanation
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Integrated Advertising, Promotion and Marketing Communications 5th Edition by Kenneth Clow,Donald Baack
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