1. Advertising Management Chapter 5

2. 5 - 1 Chapter Objectives 1.Understand steps of effective advertising management. 2.Recognize when to use in-house advertising and when to employ an external agency. 3.Review the steps of effective advertising management. 4.Analyze functions performed by account executives and creatives.

3. 5 - 2 Marketing Power Women over 40 Buying potential Targeting women over 40 Buying habits include  Affluence  Self-indulgence  Comfort

4. 5 - 3 Advertising Management Evaluate role of advertising in IMC program. Select in-house or external agency. Develop advertising management strategy. Develop creative brief.

5. 5 - 4 In-House or Advertising Agency Decision Criteria The size of the account The media budget Objectivity Product complexity Creative ability

6. 5 - 5 External Agencies Advertising agencies Media service companies Direct marketing agencies Consumer and trade promotion specialists Public relations firms Boutique  ------------------  Full-service

7. 5 - 6 Whole Egg Theory New trend in advertising Young and Rubicam Advertising Agency Total success in the marketplace Integration of marketing approach.

8. 5 - 7 Choosing an Agency 1. Set goals. 2. Select process and criteria. 3. Screen initial list of applicants. 4. Request client references. 5. Reduce list to 2-3 viable agencies. 6. Request creative pitch. 7. Select agency.

9. 5 - 8 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

10. 5 - 9 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)

11. 5 - 10 Key Advertising Personnel Account Executive Creative directory  Creatives Traffic manager  Media buyers  Media planners Ad Agency

12. 5 - 11 Steps in Advertising Campaign Management Review communication market analysis. Establish advertising portion of IMC objectives. Review advertising budget. Select media. Prepare creative brief.

13. 5 - 12 Communication Market Analysis Review Competitors Opportunities Target markets Customers Product positioning

14. 5 - 13 Advertising Goals To build brand image  Top of mind  First choice To inform To persuade To support other marketing efforts To encourage action

15. 5 - 14 Advertising Budget Manner of Distribution Continuous schedule Flighting schedule Pulsating schedule

16. 5 - 15 Creative Brief The objective The target audience The message theme The support The constraints