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5 Chapter Five

Advertising Management

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F I G U R E 5 . 2Advertising Design Overview

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In-House vs. Advertising AgencyDecision Variables

• The size of the account• The media budget• Objectivity• Product complexity• Creative ability

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Money Spent on Media

75-15-10

75% - Media buys15% - Creative work (agency)10% - Ad production

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• To build brand image• “Top of mind”: A top choice brand is the first or

second pick when a consumer reviews his or her evoked set (possible purchasing alternatives).

• To inform about a retail store’s hours, business location, or detailed product specifications

• To persuade that a particular brand is superior to other brands and changing consumer attitudes

F I G U R E 5 . 8

Advertising Goals

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• To support other marketing efforts such trade and consumer promotions (e.g., coupons, sweepstakes)

• To encourage action in order to generate sales leads.

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Advertising Goals

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Steps in Advertising Campaign Management

1. Review communications market analysis.

2. Establish advertising portion of IMC objectives.

3. Review advertising budget.

4. Select media.

5. Prepare creative brief

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• The objective

• The target audience

• The message theme

• The support

• The constraints

F I G U R E 5. 9

The Creative Brief

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• The first step in preparing the creative strategy is to identify the objective of the advertisement.

• Some possible objectives may include:• Increase brand awareness• Build brand image• Increase customer traffic• Increase retailer or wholesaler orders• Provide information

The Objective

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• The more detail that is known about the target audience, the easier it is for a creative to design an advertisement that will be effective.

The Target Audience

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The Target Market

The target market for this ad is females, 13-30, who use cosmetics

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• The message theme is the benefit or promise the advertiser wants to use to reach consumers or businesses.

• Message themes can be oriented toward either rational or emotional processes.

The Message Theme

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The Message Theme• “Left brain” advertisement

• Logical, rational side of brain• Manages numbers, letters, words,

and concepts• Use rational appeal

• “Right-brain” advertisement• Emotional side of brain• Manages abstract ideas, images,

and feelings• Use emotional appeal

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Hemispheric LateralizationHemispheric Lateralization

Left Visual Field

Right Visual Field

Left Hemisphere

-Numbers

-Words

Right Hemisphere

-Music

-Pictures

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• Support takes the form of the facts, which substantiate the message theme.

• Examples of support can be: • Independent medical findings• Testimonials from patients• Or other supporting facts

The Support

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The Support

The support claims highlighted in this advertisement is that MicroThins are:

•30% thinner• 40% lighter• 4 times more scratch resistant• 10 times more impact resistant• 99.9% UV protection• Anti-reflective

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• Constraints deal with legal and mandatory restrictions for ads, or company imposed requirements. They include:• Legal protection for trademarks, logos, and copy

registrations.• Disclaimers about warranties, in which the disclaimer

specifies the conditions under which they will be honored.• Disclaimers about offers spell out the terms of financing

agreements, as well as when bonuses or discounts apply.• Disclaimers about claims identify the exact nature of the

statement made in the advertisement.

The Constraints

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Del Monte Advertisement

Based on the Creative Brief in the previous slide.

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Creative BriefDel Monte

• The Objective – increase awareness of the smaller-size cans with pull-top lid.

• Target Audience – senior citizens, especially those that live alone and suffer from arthritis.

• Message Theme – the new cans not only contain a smaller portion but are easier to open.

• Support – 30 cent introductory coupon to encourage usage.

• Constraints – copyright logo, toll free number, Web site address, legal requirements of a coupon, and what is meant by a small serving.