1. + Overview of Advertising Management Advertising management program is the process of preparing and integrating a company ’ s advertising efforts with the overall IMC message that already exits. It involves: Evaluating the role of advertising in the IMC program. Selecting an in-house or external advertising agency. Developing an advertising management strategy. Developing a Creative Brief. 6-1

2. + To build brand image and brand awareness “ Top of mind ” “ First choice ” To inform To persuade To support other marketing efforts To encourage action 6-2 Establish Advertising Communication Objectives

3. 6-3 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 70% market share in the soup industry.

4. + Select Media Must match the target audience 6-4

5. + Discuss Creative Brief with Creative Department Creatives use the brief to develop advertisements 6-5

6. + The objective. The target audience. The message theme The support. The constraints. 6-6 The Creative Brief

7. + The Objective 6-7 An advertisement for Bic designed to enhance the brand’s image.

8. + The Target Market 6-8 The target market for this ad is females, 13-30, who enjoy sports and have an active life style.

9. + The Message Theme 6-9 The message theme of this milk advertisement was that milk will provide calcium. The calcium will provide the customer with benefit of strong bones.

10. + The Support 6-10 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.

11. + 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. 6-11

12. + Del Monte Advertiseme nt 6-12 Based on Creative Brief in the previous slide.

13. + Taken From: cmsu2.ucmo.edu/.../Ch06%20- %20Advertising%20Management.ppt 6-13

14. + Popular Ads 2013-2014 Print and Media 6-14

15. + Creative Print Ads http://www.boredpanda.com/creative-print-ads/ 6-15

16. + You Tube’s Popular Ads http://adage.com/article/digital/youtube-s-popular-ads- 2014/296135/ 6-16

17. + Some of the Most Clever Ads by Popular Brands http://guff.com/some-of-the-most-clever-advertisements-by- popular-brands/ 6-17

18. + Colour http://www.businessinsider.com/branding-and-the- psychology-of-color-2012-12?op=1 http://www.businessinsider.com/branding-and-the- psychology-of-color-2012-12?op=1 http://www.color-wheel-pro.com/color-meaning.html 6-18

19. + If the writing is powerful enough, you don’t need anything else. http://www.buzzfeed.com/copyranter/10-brilliant-ads-that- are-all-just-words#.xtw0vw290b http://www.buzzfeed.com/copyranter/10-brilliant-ads-that- are-all-just-words#.xtw0vw290b http://advertising.about.com/od/copywriting/a/The-10- Most-Powerful-Words-In-Advertising.htm http://advertising.about.com/od/copywriting/a/The-10- Most-Powerful-Words-In-Advertising.htm 6-19

20. + How to Start an Advertising Campaign http://www.entrepreneur.com/article/66016 6-20

21. + A Friend’s Old Job http://mccann.com http://mccannlondon.co.uk 6-21