1. Advertising Management6
Chapter Six
Advertising Management

2. 6 Perfect Pushup Alan Mills The Perfect Pushup
Navy Seal
Functional Training
The Perfect Pushup
Created the BODYREV company
Infomercials
Buzz marketing
Advertising campaign
Co-op advertising

3. Advertising Management6
Advertising Management
Chapter Overview
Advertising management
Choosing an advertising agency
Advertising campaign management
Communications market analysis
Advertising goals
Advertising budget
Media selection
Creative brief

4. F I G U R E
Overview of IMC

5. F I G U R E
Advertising Design Overview

6. Overview of Advertising Management
Review the company’s activities in light of advertising management.
Select in-house or external advertising agency.
Develop an advertising campaign management strategy.
Develop a Creative Brief.

7. In-House vs. Advertising Agency Decision Variables
The size of the account
The media budget
Objectivity
Product complexity
Creative ability

8. 75-15-10 Money Spent on Media 75% - Media buys
15% - Creative work (agency)
10% - Ad production

9. External Agencies Boutique Full-Service Advertising agencies
Media service companies
Direct marketing agencies
Consumer and trade promotion specialists
Public relations firms

10. Whole Egg Theory

11. Advertisement for Ogilvy & Mather Advertising

12. Select process and criteria. Screen initial list of applicants.
F I G U R E
Steps in Selecting an Advertising Agency
Set goals.
Select process and criteria.
Screen initial list of applicants.
Request client references.
Reduce list to two or three viable agencies.
Request creative pitch.
Select agency.

13. F I G U R E 6 . 4 Size of the agency Relevant experience of the agency
Evaluation Criteria in Choosing an Ad Agency
Size of the agency
Relevant experience of the agency
Conflicts of interest
Creative reputation and capabilities
Production capabilities
Media purchasing capabilities
Other services available
Client retention rates
Personal chemistry

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

15. Grey Worldwide Advertising
Number 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:

16. 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)

17. Click to play clip from Strawberry Frog: Inside an Advertising Agency
Advertising Planning and Research at Strawberry Frog Advertising Agency
Click to play clip from Strawberry Frog: Inside an Advertising Agency
VIDEO

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

19. Angela Talley of DDB Worldwide discusses the work of the creative team in advertising production.
Click picture to play movie.

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

21. Promotions Opportunity Analysis (From Chapter 5) Communication Market Analysis
Competitors
Opportunities
Target markets
Customers
Product positioning
Media usage habits of the target market.
Media used by the competition

22. F I G U R E 6 . 5 Advertising Goals To build brand image “Top of mind”
“First choice”
To inform
To persuade
To support other marketing efforts
To encourage action

23. In terms of soup, Campbell Soup ranks the highest in “top of mind” as well as “top choice.” As a result of this brand image, they enjoy a 43% market share in the soup industry.

24. Example of Persuasion

25. Advertising Budget Manner of Distribution
Continuous schedule
Flighting schedule
Pulsating schedule

26. The objective The target audience The message theme The support
F I G U R E
The Creative Brief
The objective
The target audience
The message theme
The support
The constraints

27. The Objective
An advertisement for Bic designed to enhance the brand’s image.

28. The Target Market
The target market for this ad is females, 13-30, who enjoy sports and have an active life style.

29. The Message Theme
The message theme of this milk advertisement was that milk will provide calcium. The calcium will provide the customer with benefit of strong bones.

30. The Message Theme “Left brain” advertisement
Logical, rational side of brain
Manages numbers, letters, words, and concepts
Use rational appeal
“Right-brain” advertisement
Emotional side of brain
Manages abstract ideas, images, and feelings
Use emotional appeal

31. 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

32. Creative Brief What is the objective? Who is the target market?
After listening to this radio ad, identify the various components of the creative brief.
Click on speaker to play ad.
What is the objective?
Who is the target market?
What is the message theme?
What support is given?
What are the constraints?

33. 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 cent introductory coupon to encourage usage.
Constraints – copyright logo, toll free number, Web site address, legal requirements of a coupon, and what is meant by a small serving.

34. Del Monte Advertisement
Based on the Creative Brief in the previous slide.