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ADVERTISING MANAGEMENT
X50.9212 Integrated Marketing – Week 3
Advertising Management
• Integrating advertising efforts with the overall IMC strategy
CONSISTENCY
In-House vs. External Agency
IN-HOUSE EXTERNAL• BENEFITS• • • •
• BENEFITS• • • •
• CHALLENGES• • • •
• CHALLENGES• • • •
Factors in Choosing an Agency• Account/project size• Media spend• Objectivity• Complexity of project• Creativity• Turnaround time• Revision flexibility
Types of External Agencies
• Media buyers• Direct marketing• Consumer/trade promotions• Public relations• Full service or “whole egg”• Others?
Choosing an Agency
• Set corporate goals • Selection criteria• Screen initial list of candidates• Request list of references• Reduce to smaller list• Request creative pitch• Select agency
Ad Campaign Management
• Review communications market analysis• Create ad objectives from promo analysis• Set ad budget• Select media• Prepare creative brief
Advertising Goals
• Building your brand• Providing information• Persuasion• Supporting marketing efforts• Encouraging action
The Creative Brief
• Define your objective• Insights into the target audience• General message theme• Supporting points or data• Constraints
ADVERTISING MANAGEMENT
X50.9212 Integrated Marketing – Week 3