OVERVIEW
Creativity is important. However, you have to do your homework first. How to get to know the customer and then take risks with great creative advertising? A look at how several retailers break through the advertising clutter by researching the market first and then executing. A look at eight reasons not to be different and if you listen to the internal experts, your store will look just like the competition.
WHY SHOULD YOU ATTEND
Advertising executives/managers on both the client and ad agency sides:
FEAR: All strive to have advertising messages that stand out but many wait till after to evaluate the results.
UNCERTAINTY: Doing your homework out front with effective brand strategy and research can minimize the risk and make the marketing message more effective and more efficient.
AREAS COVERED
In depth look at why some ad campaigns fail and examples of ones that really worked because they understood the customer and the competition better through sound research and analysis. The examples are classic and focus on retail and packaged goods examples. Media usage also is important and we’ll look at how to be creative in media selection and planning.
LEARNING OBJECTIVES
Understanding what it takes to develop creative advertising that really gets results beyond simply building awareness.
WHO WILL BENEFIT
Marketers in competitive business trying to reach consumers using traditional media who need to show ROI on their advertising spend.
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