{"id":75,"date":"2018-08-17T10:26:12","date_gmt":"2018-08-17T10:26:12","guid":{"rendered":"https:\/\/mon-classement.com\/?p=75"},"modified":"2018-05-24T15:40:54","modified_gmt":"2018-05-24T15:40:54","slug":"processus-de-production-dune-campagne-publicitaire","status":"publish","type":"post","link":"https:\/\/mon-classement.com\/?p=75","title":{"rendered":"Processus de production d&rsquo;une campagne publicitaire"},"content":{"rendered":"<p>En premier lieu, l&rsquo;annonceur mandate une agence de publicit\u00e9 pour r\u00e9aliser sa campagne en lui soumettant un brief. Ce document de r\u00e9f\u00e9rence doit pr\u00e9ciser le public cible et les objectifs de communication, le budget, les pr\u00e9f\u00e9rences en mati\u00e8re de canal, support ou m\u00e9dia, les attentes en termes de forme (par exemple ton humoristique ou dramatique) et, plus g\u00e9n\u00e9ralement, tout \u00e9l\u00e9ment de contexte susceptible d&rsquo;\u00eatre utile.<\/p>\n<p>Parfois, un annonceur peut mettre plu<img loading=\"lazy\" decoding=\"async\" class=\"size-medium wp-image-78 alignleft\" src=\"https:\/\/mon-classement.com\/wp-content\/uploads\/sites\/4\/2018\/05\/iStock-814394280-300x200.jpg\" alt=\"\" width=\"300\" height=\"200\" srcset=\"https:\/\/mon-classement.com\/wp-content\/uploads\/sites\/4\/2018\/05\/iStock-814394280-300x200.jpg 300w, https:\/\/mon-classement.com\/wp-content\/uploads\/sites\/4\/2018\/05\/iStock-814394280-768x512.jpg 768w, https:\/\/mon-classement.com\/wp-content\/uploads\/sites\/4\/2018\/05\/iStock-814394280-1024x682.jpg 1024w, https:\/\/mon-classement.com\/wp-content\/uploads\/sites\/4\/2018\/05\/iStock-814394280.jpg 1255w\" sizes=\"auto, (max-width: 300px) 100vw, 300px\" \/>sieurs agences en comp\u00e9tition en leur adressant le m\u00eame brief, s&rsquo;engageant \u00e0 retenir l&rsquo;agence qui lui proposera la campagne la plus efficace.<\/p>\n<p>\u00c0 partir de ce brief, l&rsquo;agence \u00e9tudie la probl\u00e9matique, s&rsquo;efforce d&rsquo;identifier des \u00ab\u00a0insights\u00a0\u00bb (perceptions par le consommateur d&rsquo;un probl\u00e8me ou d&rsquo;une opportunit\u00e9) concernant la marque, et d\u00e9veloppe une strat\u00e9gie de communication g\u00e9n\u00e9rale, la <a href=\"https:\/\/www.definitions-marketing.com\/definition\/copy-strategie\/\">copy strat\u00e9gie<\/a>. Ce document d\u00e9taille tous les \u00e9l\u00e9ments distinctifs de la campagne que l&rsquo;agence propose de produire : le message, les arguments, les preuves mises en avant, l&rsquo;univers cr\u00e9atif, le ton, et le plan m\u00e9dias.<\/p>\n<p>Une fois en accord avec son client sur la copy strat\u00e9gie (souvent apr\u00e8s plusieurs r\u00e9unions de travail communes), l&rsquo;agence se livre g\u00e9n\u00e9ralement \u00e0 des tests sur les concepts et actions propos\u00e9s aupr\u00e8s d&rsquo;un \u00e9chantillon repr\u00e9sentatif du public cibl\u00e9, souvent en partenariat avec un institut d&rsquo;\u00e9tudes sp\u00e9cialis\u00e9.<\/p>\n<p>Si les tests en question s&rsquo;av\u00e8rent concluants, et apr\u00e8s ajustements le cas \u00e9ch\u00e9ant, l&rsquo;agence<\/p>\n<p>lance la production de la campagne : r\u00e9daction de messages ou de scripts, <img loading=\"lazy\" decoding=\"async\" class=\"size-medium wp-image-77 alignright\" src=\"https:\/\/mon-classement.com\/wp-content\/uploads\/sites\/4\/2018\/05\/iStock-860221048-300x200.jpg\" alt=\"\" width=\"300\" height=\"200\" srcset=\"https:\/\/mon-classement.com\/wp-content\/uploads\/sites\/4\/2018\/05\/iStock-860221048-300x200.jpg 300w, https:\/\/mon-classement.com\/wp-content\/uploads\/sites\/4\/2018\/05\/iStock-860221048-768x512.jpg 768w, https:\/\/mon-classement.com\/wp-content\/uploads\/sites\/4\/2018\/05\/iStock-860221048-1024x683.jpg 1024w\" sizes=\"auto, (max-width: 300px) 100vw, 300px\" \/>auditions, rep\u00e9rages, puis production de visuels, tournage de films et enregistrement de messages radios ou d\u00e9veloppement de dispositifs num\u00e9riques.<\/p>\n<p>Apr\u00e8s validation finale par l&rsquo;annonceur commanditaire, et parfois apr\u00e8s une phase de tests suppl\u00e9mentaires pour \u00e9valuer l&rsquo;efficacit\u00e9 de l&rsquo;ex\u00e9cution de la campagne, les publicit\u00e9s sont diffus\u00e9es aupr\u00e8s du grand public.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>En premier lieu, l&rsquo;annonceur mandate une agence de publicit\u00e9 pour r\u00e9aliser sa campagne en lui soumettant un brief. Ce document de r\u00e9f\u00e9rence doit pr\u00e9ciser le &hellip; <span class=\"screen-reader-text\"> \u00ab\u00a0Processus de production d&rsquo;une campagne publicitaire\u00a0\u00bb<\/span><\/p>\n","protected":false},"author":3,"featured_media":79,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[5],"tags":[],"class_list":["post-75","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-culture-publicitaire"],"_links":{"self":[{"href":"https:\/\/mon-classement.com\/index.php?rest_route=\/wp\/v2\/posts\/75","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/mon-classement.com\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/mon-classement.com\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/mon-classement.com\/index.php?rest_route=\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/mon-classement.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=75"}],"version-history":[{"count":2,"href":"https:\/\/mon-classement.com\/index.php?rest_route=\/wp\/v2\/posts\/75\/revisions"}],"predecessor-version":[{"id":80,"href":"https:\/\/mon-classement.com\/index.php?rest_route=\/wp\/v2\/posts\/75\/revisions\/80"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/mon-classement.com\/index.php?rest_route=\/wp\/v2\/media\/79"}],"wp:attachment":[{"href":"https:\/\/mon-classement.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=75"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/mon-classement.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=75"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/mon-classement.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=75"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}