Dorland advertising agency

Step I

The first step of the agency consists in finding out any accessible information concerning the given problem/the given task (the completion of the data from the client)

• The market environment of the client
• The competition
• The monitoring
  • creative
  • financial
• Agency probe
  • Non-representative survey of the target group and their opinion

Step II

The second step involves an analysis of the acquired data and information and their processing into a communication strategy, the inherent parts of which are media strategy and creative strategy

• The principal message - the slogan
• The dominant creative element
• ATL activities including PR
  • Product campaigns
  • image campaigns
  • media planning and buying
    • When making the media strategy, we use any needy data on the target group and their media behaviour and establishes an optimal media mix on the basis of media parameters.
    • We top up the media strategy with PR activities, which we execute as a supplement of media activities and in this way we make use of formats which are impossible to exploit in „classic" advertising.
• BTL activities
• Approximate budget
  • option „Client"
  • option „Agency"
  • option „Optimum"
• All budgets contain costs related to the execution of individual steps including production.

Step III

The third step consists in execution including final schedule, final calculations, ensuring any needy suppliers and recommendation of the agency concerning a pre-test of the solution which has been suggested by the agency and approved by the client (adjustment, feedback).
Step IV

The fourth step, which is an inseparable part of the execution process, determines control terms, where the agency and the client mutually evaluate the executed partial steps and possibly adjust the subsequent steps.

• a post-buy analysis of planned and executed activities goes without saying