it will work, this can be known as the creative concept as they come up with the ideas on how the advertisement is going to work and how it is going to look like and what it is going to be about. They also thin about what interest their customers’ ands what would excite them and turn it into something useful, as for example in the United Colors of Benetton the creative team come up with the promotional campaigns on promoting on different races, bringing different cultures together and different religions together. The word used to express the creative concept is called ‘Copy’ where the words will be written by the copywriters. Also the images shown on the advertisement which show ‘Pictures and Diagrams’ known as the ‘Design or Layout’ are created by the designers, and it is very important that the copywriters and the designers work closely together to turn the idea into reality.
Traffic and Production Team
They take the ideas from the creative team and make it happen in real life. They are in charge of the product the physical and artistic up such as marketing communication. In case of a TV advertisement they would commission scripts, recruit actors, the film crews and supporting activities such as costumes and catering. They would organize all the models and other people who are going to be used in any type of advertisement, and if they were to advertise on printing adverts, the traffic and production team would commission and will be responsible for advertising materials such as direct materials, magazines advertisements or even posters etc. So it is up to them to turn written words and designed pictures and layouts into reality and make it really happening.
Account Planning Team
They are the customer researchers as they know what their customers like and dislike and feed the information to the creative team. They use secondary data to support any of their decisions made and would rarely commission original research. They help support the creative team by supplying data and opinions on what is actually occurring in the market and finding out the kind of things that the customers are interested in, and giving that information to the creative team to give them an idea on what to promote and show to the customers. So they make sure that the creative team knows what to think about and how to bring an interest to them when advertising. With materials supplied by +organizations such as ‘Mori, Data monitor, ACORN etc’ the Account Planning Team are able to build an image of the customers and different market segments to help the creative team with their work.
Media Team
The media team will organize the timing and scheduling of the marketing communication campaigns as they organize the timeslot and know where the posters should be located or even know how long the TV advertisement will last or how many times it will be shown on different programs or even look at the best slots in which to run advertising where they can catch viewers all around the world. They may also think about whether they are going to do sponsorships as their logos can come up straight before they show any sort of programs which can be a good way on catching viewers as it can be quite expensive they would think about how much it they would have to pay and how much the advertising would cost in order for them to maintain their profit making.
Describe how Fabrica will have helped United Colors of Benetton develop and deliver the marketing campaign you have chosen to concentrate in.
Fabrica have up to 50 young creative selected among the best schools all over the world. 20 consultants, who are experts in their specific fields: design, photography, video, music, interactive, graphics and writing. 10 technical coordinators specialized in audio, video, new media. And then art directors, photo editors and producers. This is good for Benetton as they are able to give the best advertising campaign for Benetton where they come up with the kinds of image, which will be set for them. Fabrica having these different expertise in the advertising business, as they offer ‘Naming, Brand design and Corporate image, Advertising (print, outdoor, video, radio), Media planning and acquisition, Graphic design, Product Design, Packaging, Trade fair stand etc’ which help offer some of the best advertising campaign throughout the world where they are able to launch Benetton’s new spring/summer clothing with different types of campaigns.
As Benetton are launching new spring/summer clothing for 06, Fabrica help promote their different products and make sure that people all over the world are aware of the new launches coming. Fabrica has designed a Benetton website for customers to see the collections of the new types of clothing, promotions which is soon to be launch on posters, catalogues or even magazines, and updates of Benetton’s new products. Fabrica still think about the image of the United Colors of Benetton, which is about varieties of colors and Fabrica- emphasizes Benetton’s style as a very colorful navigation which includes slideshows, music, and campaign images.
Fabrica has helped Benetton come up with many different promotions such as ‘Website adverts, large billboards, catalogue advertisements, front window advertising, large poster and even magazine advertisements’. Each of these different adverts has been planed by Fabrica as they are the ones who think about what is going to be said on some of the adverts or what images they are going to use, or the kind of music they are going to use to bring the theme of Spring/Summer 06 clothing into action. Also they are the ones who decide on how they are going to lay the adverts out, and what pages in magazines or catalogues they are going to put their images and writings on. They also come up with when and where the advert is going to be shown so they can target the right customers at the right time. By doing this, it helps save Benetton a lot of time and money as they do not have the skills and knowledge and qualification on advertising, so by them using Fabrica, it helps them a lot, which benefits their business as they do not have to waste a lot of time think about what adverts they are going to use, and when it will be, and how it will be done as they know nothing about it.
In the United Colors of Benetton, Fabrica have many different types of agency departments that help them advertise the new spring/summer clothing line for 2006 throughout the world to the public. There are different agencies departments that Fabrica use to help support Benetton’s clothing such as the:
- Creative Writings
- Film and Videos
- Industrial Designs
- Interactive
- Music
- Photography
- Visual Communication
Each of these different agency department helps with the United Colors of Benetton’s success and they all have their own particular job such as:
The Creative writing is an area where researchers from different backgrounds and different styles work on scripts, short stories, reportage etc, where they think about the kind of words is going to be said in the United Colors of Benetton’s advertisement. This department helps Benetton come up with the type of word that is going to be used in all their campaigns such as on Radios, or on large posters of different races and different cultures saying ‘Unit’, which shows that they are trying to bring people together and saying it doesn’t matter what colors or race we are and that we should love on another or even on TV’s etc, where they are able to launch their new Spring/Summer clothing with good words that would help attract customers into purchasing their new products. Fabrica has helped Benetton come up with many different promotions such as billboards and posters advertising, the creative writing department has helped theme come up with the words that is going to be said on the large billboards and the large posters. They are the ones who plan and think about what words would suit the images used in the large billboards and posters. They are also the ones who come up with how the writing is going too laid out on the magazines or catalogues to catch the customer’s attention.
The Interactive media is where designers and programmers investigate and experiment with new possibilities of communication as they use young researchers to explore new things that are coming out and produce pieces which will involve the viewer. This is good for United Colors of Benetton as they can use young researchers who come out University help research on the things needed for them to advertise throughout the world, and know the type of clothing people would prefer to wear which can give an indication on the designs needed to be used to attract customers and make their business still keep up with fashion.
The Music department springs from new ideas of exploring new types of musical communication through the creativity of young artist from all around the world. They think about new types of multimedia music that is going to be used to advertise on Benetton’s spring/summer clothing line As Fabirca have come up with some internet advertising, this department are the ones who come up with what type of background music that is going to be used to match the spring/summer 06 advertising. Also Photography which is where some agencies think about the types of pictures which is going to be shown. For example they would think about how the photo is going to be taken with the new spring/summer clothing line and how it will be presented throughout the world. As Benetton are promoting their new Spring/Summer 06 clothing range, Fabrica has helped them come up advertisements such as ‘catalogues, window posters, magazines, billboards, large poster etc’, the photography department are the ones who take the pictures and decide which picture is going to be displayed. The photography departments are the one who choose which models is going to be used, and how the photo is going to be taken and which of Benetton’s Spring/Summer 06 products is going to be worn by the models to and which photographer is going to take the pictures to advertise on each other those advertisements. Furthermore the Visual Communication department is central to most of Fabrica’s activities and all the communication involves visual designs, it is good for United Colors of Benetton.
Using these different departments in Fabrica will be good for the United Colors of Benetton, as they are offering many different services on what they are going to do to promote their new Spring/Summer clothing. As Fabrica have up to 50 young creative selected among the best schools all over the world. 20 consultants, who are experts in their specific fields: design, photography, video, music, interactive, graphics and writing etc, they are able to give Benetton a top quality advertisement and help them on what would be good to suit their clothing line they want to launch. Having these top experts would give them an advantage on advertising as they would know what the public would like and what is required for people to get attract to their new stores and making existing customers aware of their new launch.
