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7/31/2019 Ch06 - Advertising Management
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Advertising
Management
• Advertising management• Choosing an advertising agency
• Advertising campaign management
• Communications market analysis
• Communication objectives• Communication budget
• Media selection
• Creative brief
6 Chapter Overview
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Marketing Power
• What age are most of the femalesin advertisements you havenoticed?
• Do you think the advertisingindustry is reluctant to use older women in ads? Why or why not?
• What type of products should older
women be used to promote? For what products should they not beused?
• Do you think the age of the personin an ad makes a difference? If so,
why and to whom?
Discussion Slide
6
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F I G U R E 6 . 1
An IMC Plan
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F I G U R E 6 . 2
Advertising Overview
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Overview of Advertising Management
Advertising management program is theprocess of preparing and integrating acompany’s advertising efforts with the
overall IMC message that already exits. Itinvolves:
• 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.
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Evaluating the Role ofAdvertising in the IMC Program
• Depends on product/service, goals and
intended market.
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In-House vs Advertising AgencyDecision Variables
• The size of the account
• The media budget• Objectivity
• Product complexity
• Creative ability
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Top Ten World Advertising Agencies
Source: http://www.adage.com/, February 12, 2002.
McCann-Erickson Worldwide 58 1348
DDB Worldwide 40 721
Grey Advertising 45 700
Ogilvy & Mather Worldwide 33 672
EURO RSCG Worldwide 29 651
J.Walter Thompson Co. 27 627
BBDO Worldwide 32 597
Y & R Advertising 27 517
Publicis Communication 23 512D’Arcy Masius Benton & Bowles 21 452
Agency Markets Clients
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Advertisement for
Olgilvy and Mather
Advertising
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Examples of External Agencies
• Advertising agencies• Http://www.bbdo.com
• Media services companies• Http://www.starcommedia.com
• Direct marketing agencies• Http://www.kentmarketinggroup.com
• Sales or trade promotionagencies• Http://www.salespromo.com
INTEGRATED LEARNING EXPERIENCESTOP
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Advertising Agencies ofCoca-Cola, Inc.
Source: http://www.adage.com/
Bates Worldwide
D’Arcy Masius Benton & Bowles
EURO RSCG WorldwideLeo Burnett Co.
Lowe & Partners Worldwide
McCann-Erickson Worldwide
Publicis Communication
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• Access Advertising Age’s Web site.
• Http://www.adage.com
• Who are the top 25 world brand agencies?
• Who are the primary agencies being used by the
large international firms?
• What accounts are up for renewal or open to bid?
INTEGRATED LEARNING EXPERIENCESTOP
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Bozell Advertising Agency
handles the milk industry.
What other clients does
Bozell have? (Notice Bozellonly serves one firm per
industry)
http://www.bozell.com
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Leo Burnett Co.
Conflict of interest means agencies
do not serve competing firms.
Source: http://www.leoburnett.com.
Company Industry
Coca-Cola Company Beverage
Fiat Automobile
Hallmark Greeting cards
H.J. Heinz Catsup
Kellogg Cereal
Kraft Foods CheeseMcDonald’s Fast food
Allstate Insurance Insurance
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Key Advertising Personnel
ClientMarketing Manager
AccountExecutive
ClientMarketing Manager
ClientMarketing Manager
Creative Creative Creative Creative
Creative
Director Traffic
Manager
Media
Buyers&
Planners
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Angela Talley of DDB
Worldwide discusses thework of the creative team
in advertising production.
Click picture to play movie.
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Steps in AdvertisingCampaign Management
1. Review communications market analysis.
2. Establish advertising portion of IMC
objectives.3. Review communications budget.
4. Select media.
5. Discuss Creative Brief with creativedepartment.
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Review CommunicationsMarket Analysis
Conduct a Communication Market Analysis(Step 1 from Chapter 5)
• Competitive analysis
• Opportunity analysis
• Target market analysis
• Customer analysis
• Positioning analysis
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• To build brand image and brand awareness
• “Top of mind”
• “First choice” • To inform
• To persuade
• To support other marketing efforts
• To encourage action
Establish AdvertisingCommunication Objectives
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In terms of soup,
Campbell Soup ranks
the highest in “top of
mind” as well as “topchoice.” As a result of
this brand image, they
enjoy a 70% market
share in the soupindustry.
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Review Communications Budget
• Continuous schedule
• Flighting schedule• Pulsating schedule
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Select Media
• Must match the target audience
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Discuss Creative Brief
with Creative Department
• Creatives use the brief to developadvertisements
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• The objective.
• The target audience.• The message theme
• The support.
• The constraints.
F I G U R E 6. 6
The Creative Brief
Th Obj i
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The Objective
An advertisement for Bic designed to enhance
the brand’s image.
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The TargetMarket
The target
market for this
ad is females,
13-30, who
enjoy sports and
have an active
life style.
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The MessageTheme
The message theme of
this milk advertisement
was that milk will provide
calcium. The calcium willprovide the customer
with benefit of strong
bones.
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The Support
The support claimshighlighted 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.
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The Constraints
• Legal and mandatory restrictions placed
on ads
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Creative BriefDel 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 encourageusage.
• Constraints – copyright logo, toll free number,website address, legal requirements of a coupon andwhat is meant by a small serve.
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Del MonteAdvertisement
Based on Creative
Brief in the
previous slide.
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• Select an advertising agency.
• Establish your IMC objectives.
• Decide on an IMC and advertising
budget.
• What type of communications methodwill be used?
• Write creative briefs.
Building Your IMC Campaign
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