AGENCIA DE PUBLICIDAD O COMUNICACION

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What is the primary function of advertising agencies?

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Advertising agencies are companies dedicated to providing services related to the creation, execution, and distribution of advertising communication campaigns.

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What are the three main types of advertising agencies based on size?

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1. Large: Around 150 people (e.g., McCann WorldGroup) 2. Medium: Around 80 people 3. Small: Less than 30 people.

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What are the classifications of advertising agencies based on origin?

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1. National: Agencies with purely Colombian capital and investors. 2. International: Agencies with parent companies abroad and branches in Colombia. 3. Mixed: Agencies with part ownership by Colombians and part by foreigners.

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What are the two orientations of advertising agencies?

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1. Marketing-oriented: Focused more on marketing functions. 2. Creativity-oriented: Focused on developing highly creative advertising.

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What is a campaign in advertising?

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A campaign is a strategy specifically designed and executed across different media to achieve objectives of brand awareness, sales, and communication.

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What are the key components to consider when creating an advertising agency?

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1. Brand idea 2. Naming 3. Voice ID 4. Visual ID 5. Value proposition 6. Creative philosophy 7. Main works 8. Brand board 9. Website.

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What is the importance of naming in branding?

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The name should be catchy, memorable, easy to pronounce, short, and evoke characteristics or benefits of the product.

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What are the types of naming strategies?

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1. Suggestive: Based on the experience the brand offers. 2. Abstract: Invented words with no prior associations. 3. Descriptive: Expresses what the company does. 4. Acronyms: Shortened forms of descriptive names. 5. Neologisms: New names from existing words.

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What are the four types of logos?

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1. Logotype: Created exclusively from typography. 2. Imagotype: Combination of text and an image. 3. Isologo: Combination of logotype and isotipo. 4. Isotipo: Symbolic representation of the brand.

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What is the purpose of a logo?

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To differentiate from competitors, identify a product, and communicate characteristics and attributes.