advertising techniques
The communication strategies intended to persuade or encourage an audience, and the different media which are used to achieve this goal.
Creative directors manage the team that is responsible for the creation of advertisements and commercials. They oversee the whole creation process. Creative directors pitch the designs of their team to the client.
Competences and skills
39 ESCO relationsEssential knowledge 4 competences
Occupation specific
0 competencesNo competences in this bucket.
Sector-specific
0 competencesNo competences in this bucket.
Cross-sector
4 competencescopyright legislation
Legislation describing the protection of the rights of original authors over their work, and how others can use it.
desktop publishing
The creation of documents using page layout skills on a computer. Desktop publishing software can generate layouts and produce typographic quality text and images.
digital
graphic design
The techniques to create a visual representation of ideas and messages.
digital
Essential skills and competences 14 competences
Occupation specific
0 competencesNo competences in this bucket.
Sector-specific
5 competencesassess each stage of the creative process
Assess and keep track of the work accomplished, analysing it for the artistic intent.
define creative components
Identify sources of inspiration and strong points. Identify the subject of the art production. Identify the content. Identify creative factors such as performers and music.
identify customer's needs
Use appropriate questions and active listening in order to identify customer expectations, desires and requirements according to product and services.
provide input to collaborators to guide their work
Discuss and exchange ideas related to the project with the team. Show the raw material to each designer and explain desires, expectations and aesthetic or technical concerns. Review proposals submitted by cooperators.
select artwork developed by staff members
Review and approve designs, artwork, photography, and graphics developed by other staff members.
Cross-sector
9 competencesbrainstorm ideas
Pitch your ideas and concepts to fellow members of the creative team in order to come up with alternatives, solutions and better versions.
coordinate advertising campaigns
Organise course of action to promote a product or service; oversee the production of TV advertisements, newspaper and magazine ads, suggest mail packs, email campaigns, websites, stands and other advertising channels
examine advertisement layout
Examine and approve the layout of advertisements to ensure that they are according to customer and target audience requirements and specifications.
give live presentation
Deliver a speech or talk in which a new product, service, idea, or piece of work is demonstrated and explained to an audience.
manage budgets
Plan, monitor, report on the budget and prepare set production budgets.
manage creative department
Oversee the staff that create the content and visual representation of advertisement materials. Make sure that the advertising strategy is followed and customer requirements are met.
manage staff
Manage employees and subordinates, working in a team or individually, to maximise their performance and contribution. Schedule their work and activities, give instructions, motivate and direct the workers to meet the company objectives. Monitor and measure how an employee undertakes their responsibilities and how well these activities are executed. Identify areas for improvement and make suggestions to achieve this. Lead a group of people to help them achieve goals and maintain an effective working relationship among staff.
manage workflow processes
Develop, document and implement traffic and workflow processes across the company for different functions. Liaise with several departments and services such as account management and the creative director to plan and resource work.
meet expectations of target audience
Research the needs and expectations of the target audience to ensure the program's theme meets both.
Optional knowledge 5 competences
Occupation specific
0 competencesNo competences in this bucket.
Sector-specific
2 competencesadobe creative suite
The set of software applications that are used to create visual content for personal or business use. Examples of items that can be generated are flyers, brochures, books, websites and videos.
digital
design management
The way in which design principles are incorporated to help achieve business objectives, create products and services, obtain new customers, and support marketing activities.
Cross-sector
3 competencesCAD software
The computer-aided design (CAD) software for creating, modifying, analysing or optimising a design.
digital
- Scope note
- CAD software should be differentiated from computer-aided design and drafting (CADD) software. CADD systems are CAD systems with additional drafting features. For example, CADD systems enable an engineer or architect to insert size annotations and other notes into a design.
media planning
The process of selecting the best media to reach marketing and advertising strategy objectives in order to promote a client's product or service. This process encompasses research on target audiences, frequency of advertisements, budgets and media platforms.
types of media
The means of mass communication, such as television, journals, and radio, that reach and influence the majority of the public.
Optional skills and competences 16 competences
Occupation specific
0 competencesNo competences in this bucket.
Sector-specific
2 competencescreate advertisements
Use your creativity to draft advertiments. Keep in mind the costumer's requirements, target audience, media and marketing objectives.
create media plan
Determine how, where and when advertisments will be distributed in various media. Decide on consumer target group, area and marketing objectives in order to choose the media platform for advertising.
Cross-sector
14 competencesanalyse consumer buying trends
Analyse buying habits or currently prevalent customer behaviour.
analyse cultural trends
Keep up to date with popular cultural trends such as pop culture, cultural and social slang.
apply desktop publishing techniques
Apply desktop publishing techniques to create page layouts and typographic quality text.
digital
approve advertising campaign
Check all advertising material such as leaflets, websites, television commercials and newspaper ads to make sure they comply with the advertising strategy and customer requirements. Approve the way of distribution.
develop media strategy
Create the strategy on the type of content to be delivered to the target groups and which media to be used, taking into account the characteristics of the target audience and the media that will be used for content delivery.
evaluate advertising campaign
Assess the performance of the advertising campaign after implementation and conclusion. Check if objectives were met and if the campaign was successful.
manage the handling of promotional materials
Plan and prepare the production of promotional materials with third parties by contacting printing companies, agreeing on logistics and delivery, and making sure that deadlines are met.
perform market research
Gather, assess and represent data about target market and customers in order to facilitate strategic development and feasibility studies. Identify market trends.
perform media outlets research
Research what will be the best and most effective way to reach the majority of consumers by defining the target audience and the type of media outlet that better fit with the purpose.
perform project management
Manage and plan various resources, such as human resources, budget, deadline, results, and quality necessary for a specific project, and monitor the project's progress in order to achieve a specific goal within a set time and budget.
research
receive actors' resumes
Receive headshots and resumes from actors to select the most qualified and schedule auditions.
recruit employees
Hire new employees by scoping the job role, advertising, performing interviews and selecting staff in line with company policy and legislation.
- Scope note
- It may include recruiting volunteers.
train employees
Lead and guide employees through a process in which they are taught the necessary skills for the perspective job. Organise activities aimed at introducing the work and systems or improving the performance of individuals and groups in organisational settings.
use CAD software
Use computer-aided design (CAD) systems to assist in the creation, modification, analysis, or optimisation of a design.
digital