1. Advertising Management
Chapter 5
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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?
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The Perfect Pushup
Alan Mills
Navy Seal
Functional Training
The Perfect Pushup
Created the BODYREV company
Infomercials
Buzz marketing
Advertising campaign
Co-op advertising
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Chapter Overview
Advertising management
Choosing an advertising agency
Advertising campaign management
Communications market analysis
Advertising goals
Advertising budget
Media selection
Creative brief
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5. Advertising Management
Evaluate role of advertising in IMC program.
Select in-house or external agency.
Develop advertising management strategy.
Develop creative brief.
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6. In-House or Advertising Agency Decision Criteria
The size of the account
The media budget
Objectivity
Product complexity
Creative ability
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7. Boutique ------------------ Full-service
External Agencies
Boutique   Full-service
Advertising agencies
Media service companies
Direct marketing agencies
Consumer and trade promotion specialists
Public relations firms
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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
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.
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10. 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
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11. 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)
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12. Key Advertising Personnel
Creatives
Account managers
Traffic managers
Media planners
Media buyers
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13. Steps in Advertising Campaign Management
Review communication market analysis.
Establish advertising portion of IMC objectives.
Review advertising budget.
Select media.
Prepare creative brief.
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14. Communication Market Analysis Review
Competitors
Opportunities
Target markets
Customers
Product positioning
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Advertising Goals
To build brand image
Top of mind
First choice
To inform
To persuade
To support other marketing efforts
To encourage action
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Advertising Budget
Manner of Distribution
Continuous schedule
Flighting schedule
Pulsating schedule
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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
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