By Ira Berkowitz

ISBN-10: 1581312679

ISBN-13: 9781581312676

This consultant deals a glance at expert careers in advertisements, on the industry's background and developments, and recommendation on advertising oneself to power employers.

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Extra info for Vault Career Guide to Advertising

Sample text

48 CAREER LIBRARY © 2004 Vault Inc. Vault Career Guide to Advertising Creating a Campaign 2. Words. This is the copywriter’s job. A unique set of words brands the product or service and distinguishes it from competition. American Express wrapped an implicit promise in a warning: “The American Express Card. ” 3. A unique sound. This is specially important for radio. ”) 4. Feel. The general atmosphere of the campaign. , Calvin Klein’s Obsession, with its images of sweaty, bare torsos) while others have a cheery, uplifting feel (Clinique’s “Happy”).

Every time the card is used, the cardholder has the chance to win a free trip anywhere in the world. AMA Public Relations has devised a plan aimed at magazine and newspaper travel writers to announce the campaign. The Presentation The presentation is held at AMA headquarters in Chicago. Six agencies will present over two days. Attending for the agency: the president, the media director, the creative director, the head of account planning and the heads of the promotion, direct response and public relations agencies.

Most major ad agencies are now owned by six major holding companies. These holding companies (ranked in order of total size) are: 1. Omnicom Group (owns BBDO Worldwide and DDB Worldwide) 2. Interpublic Group of Companies (owns FCB Worldwide and McCann-Erickson Worldwide) 3. WPP Group (owns J. , Ogilvy & Mather Worldwide and Y&R Advertising) 4. Publicis Groupe (owns Leo Burnett Co. and Saatchi & Saatchi) 5. Dentsu (the largest ad firm in Japan) 6. Havas (owns Arnold Worldwide and Euro RSCG Tatham Partners) Source: Advertising Age, 2003 22 CAREER LIBRARY © 2004 Vault Inc.

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Vault Career Guide to Advertising by Ira Berkowitz


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