Advertising Management Chapter 5 Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall

Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Objectives What activities are involved in advertising management? What roles do the company’s 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? Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall

Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall The Perfect Pushup Alan Mills Navy Seal Functional Training The Perfect Pushup Created the BODYREV company Infomercials Buzz marketing Advertising campaign Co-op advertising Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall

Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Overview Advertising management Choosing an advertising agency Advertising campaign management Communications market analysis Advertising goals Advertising budget Media selection Creative brief Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall

Advertising Management Evaluate role of advertising in IMC program. Select in-house or external agency. Develop advertising management strategy. Develop creative brief. Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall

In-House or Advertising Agency Decision Criteria The size of the account The media budget Objectivity Product complexity Creative ability Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall

Boutique ------------------ Full-service External Agencies Boutique ------------------ Full-service Advertising agencies Media service companies Direct marketing agencies Consumer and trade promotion specialists Public relations firms Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall

Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall Whole Egg Theory New trend in advertising Young and Rubicam Ad Agency Total success in the marketplace Integration of marketing approach. Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall

Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall Choosing an Agency Set goals. Select process and criteria. Screen initial list of applicants. Request client references. Reduce list to 2-3 viable agencies. Request creative pitch. Select agency. Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall

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 Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall

Advertising Planning and Research General pre-planning input Product specific-research Major selling idea Qualitative research Anthropology Sociology Psychology Value and lifestyle model (VALS) Personal drive analysis (PDA) Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall

Key Advertising Personnel Creatives Account managers Traffic managers Media planners Media buyers Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall

Steps in Advertising Campaign Management Review communication market analysis. Establish advertising portion of IMC objectives. Review advertising budget. Select media. Prepare creative brief. Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall

Communication Market Analysis Review Competitors Opportunities Target markets Customers Product positioning Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall

Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall Advertising Goals To build brand image Top of mind First choice To inform To persuade To support other marketing efforts To encourage action Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall

Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall Advertising Budget Manner of Distribution Continuous schedule Flighting schedule Pulsating schedule Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall

Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall Creative Brief The objective The target audience The message theme The support The constraints Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall

Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 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 Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall