1. Advertising Management
Chapter 5

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

3. F I G U R E IMC Overview
5-3

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

5. Money Spent on Media 75% - Media buys 15% - Creative work (agency)
10% - Ad production
5-5

6. In-House or Advertising Agency Decision Criteria
The size of the account
The media budget
Objectivity
Product complexity
Creative ability

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

8. Whole Egg Theory New trend in advertising Young and Rubicam Ad Agency
Total success in the marketplace
Integration of marketing approach.

9. Conflicts of Interest
Leo Burnett Co. agencies do not serve competing firms.
Year Obtained
Company Industry Account
General Motors Automobile 1971
Hallmark Greeting cards 1988
Kellogg’s Cereal 1949
VISA Credit cards 1979
McDonald’s Fast food
Allstate Insurance 1957
Gain Detergent 2000
Source:
5-9

10. Global Reach Grey Worldwide Advertising
# of Year Obtained Company Countries Account
Sara Lee
Kraft Foods North America 2002
Volkswagen
3M Corporation
Coca-Cola
Cannon
Playtex North America 1968
Toshiba
Source:
5-10

11. 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.

12. 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

13. Advertising Planning and Research
General pre-planning input
Product specific-research
Major selling idea
Qualitative research
Anthropology
Sociology
Psychology
Value and lifestyle model (VALS)

14. Key Advertising Personnel
Client
Marketing Manager
Client
Marketing Manager
Client
Marketing Manager
Account
Executive
Media
Buyers
&
Planners
Creative
Director
Traffic
Manager
Creative
Creative
Creative
Creative
5-14

15. Steps in Advertising Campaign Management
Review communication market analysis.
Establish advertising portion of IMC objectives.
Review advertising budget.
Select media.
Prepare creative brief.

16. 1. Communication Market Analysis Review
Competitors
Opportunities
Target markets
Customers
Product positioning

17. 2. Advertising Goals To build brand image To inform To persuade
Top of mind
First choice
To inform
To persuade
To support other marketing efforts
To encourage action

18. 3. Advertising Budget Manner of Distribution: Continuous schedule
Flighting schedule
Pulsating schedule

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

20. Creative Brief What is . . . The objective The target audience
The message theme
The support
The constraints

21. 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
5-21

22. Creative Brief - Del 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¢ intro coupon to encourage usage.
Constraints – copyright logo, toll free #, Web site, legal requirements of a coupon, and what is meant by a small serving.
5-22

23. Del Monte Advertisement
Based on the Creative Brief in the previous slide.
5-23