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ADVERTISING AGENCIES
• PROMOTE PRODUCTS OR SERVICES THROUGH A
VARIETY OF MEDIA (TV, print –newspapers and magazines,
outdoor advertising – billboards and posters, Internet, mobile
phone, stunt advertising or skywriting by airplane,
window displays, free shopping news publications,
calendars, sandwich boards)
• OFFER DIRECT MARKETING TO TARGET
INDIVIDUALS AND FAMILIES (MAIL ORDER, DIRECT
MAIL, DIRECT SELLING (face-to-face contact between
seller and buyer/door-to-door selling,party plan selling
TELEPHONE SELLING, TELEVISION MARKETING and
ELECTRONIC SHOPPING
• USE DATA FROM RESEARCH COMPANIES (or their
own MEDIA DEPARTMENTS) TO PLAN, BUY SPACE
AND PRODUCE ADVERTISEMENTS OR HAVE THEIR
OWN MEDIA DEPARTMENTS
ADVERTISING AGENCIES
• PROMOTE PRODUCTS OR SERVICES
THROUGH A VARIETY OF MEDIA
• OFFER DIRECT MARKETING TO
TARGET INDIVIDUALS AND FAMILIES
• USE DATA FROM RESEARCH
COMPANIES or their own MEDIA
DEPARTMENTS
QUALITIES
CREATIVITY
ENERGY
SOCIAL SKILLS (ability to deal with others:
communication skills/negotiation skills
GOOD CONNECTIONS
WILLINGNES TO WORK IRREGULAR
HOURS
AN EYE FOR AN OPPORTUNITY
BRAND MARK/NAME
BRAND – a name, term, sign, symbol or design used to identify a
supplier’s GOOD or SERVICE and to distinguish it from similar
products offered by competitors. A brand may be given legal
protection through the use of TRADEMARKS and COPYRIGHT.
BRAND MARK – the symbol, design or distinctive colouring or lettering
used to identify a particular BRAND, e.g. the jaguar symbol used by
Jaguar cars or the lion used by Peugeot cars.
BRAND NAME – the name used to identify a particular BRAND. This
can consist of a newly created word or phrase, or a conventional
word or phrase adapted to have a particular meaning. The skill of
advertising copywriters lies in creating or finding words which have a
broad-ranging and powerful appeal, and which are meaningful and
pronounceable in several languages. Once created, brand names
can be given legal protection against unauthorised use by
registering them as TRADEMARKS.
TRADE MARK
A symbol (a word or pictorial representation) which is used
by a business as a means of identifying a particular good
or service so that it may be readily distinguished by
purchasers from similar goods and services supplied by
other businesses.
TM can be registered with the PATENT OFFICE
Registration of a TM in relation to the products for which it
is registered, and the registered owner has the right to
sue in the courts for infringement of the mark. In order to
qualify for registration, a TM must be judged by the
Patent Office to be UNIQUELY DISTINCTIVE (nonidentical or confusable with symbols used by other
traders).
TMs protect the registered owner from unfair competition
through piracy and they provide consumers with a
means of unambiguously identifying the products of their
choice.
SLOGANS/TAG LINES/CATCHPHRASES
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British Rail: Let the train take the strain
Pepsi Cola: Come alive with Pepsi
Ford: Everything we do is driven by you
Michelin: Because so much is riding on your
tyres
Burton Menswear: Everywear
West: Who is for West?
Time Magazine: Understanding comes with time
IKEA: Make yourself at home
SLOGANS/TAG LINES/CATCHPHRASES
• Yellow pages: Let your fingers do the
walking
• Jaguar: Don’t dream it. Drive it
• Lucky Strike: Get Lucky
• Robert Powers (skin creams): For women
whose eyes are older than they are
RESEARCH COMPANIES/ MEDIA
DEPARTMENTS