The process of an effective advertising campaign |
by Sanne van Egmond and Dominique Nolen |
seemed so good on television. Dolls that can fly. But only if you use your imagination.
A Make-up set for children. That was completely made out of plastic. We learned by
disappointment that we should not always fully trust the advertising campaigns we
saw.
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What we did not know was how the proces of creating an advertising campaign
worked. Who are working in the advertising business and what are their tasks? What
is the job of the company itself in the creation of an advertising campaign and what is
the job of the other agencies? We are also curious to find out, what factors make
products more attractive, especially for the youth. Because the youth is usually a very
attractive target group, as they are very influential. This makes their interests very
interesting for the advertisers. As when they have the acknowledge about their
interests, they can make better advertising campaigns for the youth.
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Sub questions
We have divided the main question into five subquestions. We will discuss each
subquestion in a different chapter. The questions we will be discussing in this essay
are:
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• Chapter 1 What is an advertising campaign?
In this chapter we discuss the history of advertising campaigns, the goals of
advertising campaigns and the effect of advertising campaigns. To get the answer on
this question we will do a literature and internet research.
• Chapter 2 How are advertising campaigns established at a international,
national and small company, like Unilever, Sansonline and Broekhuis Optiek?
In this chapter we describe the creating proces of advertising campaigns in the
companies Unilever, Sansonline and Broekhuis Optiek. To get the answer on this
question we will interview companies about the creating proces of advertising
campaigns.
• Chapter 3 What are the roles of a media, communication, advertising and PR
agency?
In this chapter we describe the role of the media and communication agency GB10
Communications, the role of the advertising agency Abovo Media and the role of the
PR agency Linden & Barbosa. To get the answer on this question we will interview
agencies about the creating proces of advertising campaigns.
• Chapter 4 What is the most effective form of advertising for the youth?
We will interrogate our classmates to see which advertising campaigns they like and
remember best. For this chapter we will set up an inquiry.
• Chapter 5 The conc