Ukrainian Market Ad Process Specifics

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Заголовок слайдаDestination Strategy

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Advertising. This is what we do

Irritates, when it’s…

BORING

LONG

WRONG TIME/PLACE

MONOLOGUE

GIVES NO BENEFIT TO ME

Accepted,When it’s…

AMUSING

SHORT

RIGHT TIME/PLACE

DIALOGUE

GIVES BENEFIT TO ME

Creative Agency task

Advertiser’s & Creative Agency task

Media task.Our Expertise

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Civilized Advertising

Process

How it works?

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Communication Agency

Media Agency

Info

rmat

ion g

oes t

o…

What to advertise

How to advertise

Where to advertise

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What? How? Where?

Approach

‘Thinking outside of the box is difficult for some people. Keep trying.’

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What to advertise

Brand, Idea, Creative materials

How to advertise

Communicational Strategy: Destination, Tone of voice,

motivations etc.

Where & Which way to

advertise Media choice, media strategy, tactics etc.

Advertising Strategy

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And what about Ukraine?

‘Licking your paws is just the first step. After that, you need to use a good antibacterial

body wash, then an exfoliating herbal facial scrub, followed by avocado moisturizing

cleanser ….’

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Developing Market

Short Market Advertising

History

Lack of professionals in marketing and

advertising

Requirements: not that high yet

“Under-developed Brands” *: not

rare

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We are learning yet

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Advertising ProcessSo, how it works in

Ukraine?

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What to advertise

Often no need in “Communication Strategy” as

client doesn’t understand “WHY” How

Comm. Agency = Creative Agency**

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What to advertise

HowIn

form

ation

goe

s to…

Comm. Agency = Creative Agency**

Where to advertise

Media Agency

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What to advertise

How to advertise

Where to advertise

Communicational Strategy: Destination, Tone of voice,

motivations etc.

Someone has to keep

attention on it..

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‘Cats – the fragrance for dogs who dare to be different!’

Why not us?

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What if Media Agency would …

• know a bit more about the brand?

• care a bit more about the brand?

• understand the brand a bit better?

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To know, care & understand the BRAND

Would it be cool, fun & more

effective?

‘I don’t know what causes global warming, but I’ve noticed it always gets a lot warmer when I pee.’

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Elephants can’t fly. Definitely.Media Agency can’t become Creative & Communication agency

But what if…

And there is no need to

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Creating New

Opportunities

Not Intruding existing space, but…

‘I said I’m looking for a date who is soft, sweet and a little bit nutty. They matched me with a loaf of banana bread.’

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Media Strategy Today

Exciting

Thrilling

Provoking

Involving

Easy to present

Easy to remember key points

Written to be understood

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‘Try this – http://www.somebody-feed-us.com.’