Key
Players
Various
people are needed to create an advert. In the following pages of this
course, we are going to analyze the fundamental key players, e.g.:
The
advertiser. The person that pays for the publicity.
The
publicity agency. The publicity agency elaborates the messages.
They look for the best ideas and transform them into adverts for
the television, press, radio and other media.
The
media carries the information. The television, radio, press
all form part of the media.
The
target audience. We choose our target audience.
Later we
will analyze the objectives, when we
define the aims of our publicity and the results that we want.
In the
following lessons we will concentrate first of all on the product
and service that we are going to advertise and then we will
analyze its differenciation, image and positioning.
The product analysis will not only be from the manufacturers perspective
but also from the eyes of the client, which will help guide us with
the advertising creation.
We will
study the consumers perceptions and how to select the key
benefit. The key benefit represents the promise that we are
going to give the consumer.
In later
lessons we will analyze the different aspects needed to
create an advertising message.
