The process of an effective advertising campaign |
by Sanne van Egmond and Dominique Nolen |
General
On Monday ninth September we had an interview by telephone with Patricia Jaspers
from GB10 Communications. Everyone at this company has a lot of duties, because
GB10 Communications is a pretty small company. Therefore, they can switch easily
with each other and all have their own talents. Mrs Jaspers is hired as a copyrighter,
so mainly she amuses herself with texts and further as an account executive, so she
is also a kind of project manager.
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As we mentioned earlier, GB10 Communications is a full-service advertising agency,
but also a communication agency. Mainly they help big brands, like Gillette,
Pampers, Heinz and some others. For these brands they focus on the shopper’s
behaviour in the store. How does the shopper walk through the store, what are the
choices of the shopper based on and how can we ensure that the shopper will buy
the product? This is called Call2Action.
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Call2Action is connected with a lot of communication, so your product must be clearly
visible in the store and on the shelf and your message (think about an offer or a new
product) or target group (for example women) will come through. By this navigation
and information, you can activate the shopper into buying your product. By means of
this system and the speed of the communication, GB10 Communications distinguish
themselves from other advertising campaign and communication agencies.
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Moreover, they work at campaigns for on the Internet, in the stores and on the street.
They make commercials, websites and package. Next to that, GB10
Communications prefers to work with multinationals, because these companies
mostly work on the same level.
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The advertising campaign process
Guido Brouwer is the creative director of GB10 Communications; he has a big
network and an account manager. They call around the network for their orders.
Further they approach the market proactive, which means that they are looking
where they might help companies. They have done this at the flower market for
example. Mr Brouwer saw that the flowers were presented very messily and that the
message did not come through. Then he contacted the producers and the traders
and he invented 'the flowertower'.
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So Mr Brouwer brings in the orders. Then