Advertising

Management
Chapter 5
5-1

Chapter Objectives
1.
2.
3.
4.
5.

What activities are involved in advertising

management?
What roles do the companys overall mission,
products, and services play in advertising
programs?
When is it best to use an in-house advertising
approach and when is it better to employ an
external agency?
What are the steps of an effective advertising
campaign management program?
How should the functions performed by the
advertising account executives and the
advertising creative interact in preparing an
advertising campaign?
5-2

Chapter Overview
Advertising management
Choosing an advertising agency
Advertising campaign management
Communications market analysis
Advertising goals
Advertising budget
Media selection
Creative brief

4-4

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.

5-6

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.

5-7

In-House or Advertising
Agency
Decision Criteria

The size of the account

The media budget
Objectivity
Product complexity
Creative ability

5-8

External Agencies
Boutique ------------------ Full-service

Advertising agencies
Media service companies
Direct marketing agencies
Consumer and trade
promotion specialists
Public relations firms
5-9

Whole Egg Theory

New trend in advertising

Young and Rubicam Ad Agency
Total success in the marketplace
Integration of marketing
approach.

5 - 10

Choosing an Agency
1.
2.
3.
4.
5.

Set goals.
Select process and criteria.
Screen initial list of applicants.
Request client references.
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.

5 - 11

Evaluation Criteria
Selecting 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
5 - 12

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.
5 - 13

Key Advertising Personnel

Creatives
Account managers
Traffic managers
Media planners
Media buyers

5 - 14

Steps in Advertising Campaign

Management
Review communication market analysis.
Establish advertising portion of IMC
objectives.
Review advertising budget.
Select media.
Prepare creative brief.

5 - 15

Communication Market
Analysis
Review
Competitors
Opportunities
Target markets
Customers
Product positioning

5 - 16

Advertising Goals
To build brand image

Top of mind
First choice

To
To
To
To

inform
persuade
support other marketing efforts
encourage action

5 - 17

Advertising Budget
Manner of Distribution
Continuous schedule
Flighting schedule
Pulsating schedule

5 - 18

Creative Brief

The
The
The
The
The

objective
target audience
message theme
support
constraints

5 - 19

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
5 - 20