Advertising Management

Chapter 5

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Chapter Objectives1. What activities are involved in advertising

management?2. What roles do the company’s overall mission,

products, and services play in advertising programs?

3. When is it best to use an in-house advertising approach and when is it better to employ an external agency?

4. What are the steps of an effective advertising campaign management program?

5. How should the functions performed by the advertising account executives and the advertising creative interact in preparing an advertising campaign?

Chapter Overview

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• Advertising management• Choosing an advertising agency• Advertising campaign management

Communications market analysis Advertising goals Advertising budget Media selection Creative brief

Advertising and the IMC process

• Adv. Is a major component of IMC• Also a part of promotional mix of

adv, consumer & trade promotions, & personnel selling. These func along with other activities such as direct mktg, public relations, & alternative mktg strategies form the basis for communicating with individual customers.

• Role of adv varies by company, products and company goals. 5-5

• Adv supports sales, trade promotions, promotional activities, trade shows and personal sales call.

• Imc includes clear internal communications among dept along with messages send to external customers & suppliers.

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Advertising Management

• An adv. Program is the process of preparing & integrating a cos. Advertising efforts with the overall IMC message. An effective program consists of following four activities that combine to form the adv. Mgmt. process.

• Evaluate role of advertising in IMC program.• Select in-house or external agency.• Develop advertising management strategy.• Develop creative brief.

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In-House or Advertising Agency

Decision Criteria

• The size of the account

• The media budget• Objectivity• Product complexity• Creative ability

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External Agencies

• Advertising agencies• Media service companies• Direct marketing agencies• Consumer and trade

promotion specialists• Public relations firms

Boutique ------------------ Full-service

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Whole Egg Theory

• New trend in advertising• Young and Rubicam Ad Agency• Total success in the

marketplace• Integration of marketing

approach.

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Choosing an Agency

1. Set goals.2. Select process and criteria.3. Screen initial list of applicants.4. Request client references.5. Reduce list to 2-3 viable

agencies.6. Request creative pitch(A creative pitch is

a presentation that describes the concepts that a company (such as an agency) proposes to use to create a media program or promotional message).

7. Select agency.

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Evaluation CriteriaSelecting Advertising Agency

• Size of agency• Relevant experience• Conflicts of interest• Creative reputation• Product capabilities• Media purchasing capabilities• Other services available• Client retention rates• Personal chemistry

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Advertising Planning and Research

• General pre-planning input• Product specific-research

Major selling idea• Qualitative research

Anthropology Sociology Psychology-motivation, cognition,

& learning.• Value and lifestyle model (VALS)• Personal drive analysis (PDA)-

psychological drives, towards indulgence, ambition or individuality.

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Key Advertising Personnel

• Creatives• Account managers• Traffic managers• Media planners• Media buyers

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• Review communication market analysis.• Establish advertising portion of IMC

objectives.• Review advertising budget.• Select media.• Prepare creative brief.

Steps in Advertising Campaign Management

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Communication Market AnalysisReview

• Competitors• Opportunities• Target markets• Customers• Product positioning

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• To build brand image Top of mind First choice

• To inform• To persuade• To support other marketing

efforts• To encourage action

Advertising Goals

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Advertising Budget

• Continuous schedule• Flighting schedule• Pulsating schedule

Manner of Distribution

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Creative Brief

• The objective• The target audience• The message theme• The support• The constraints

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Left – Right Brain Ads

• “Left brain” advertisement Logical, rational side of brain Manages numbers, letters, words, and

concepts Rational appeal

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

feelings Emotional appeal