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Advertising Management
Chapter 5
F I G U R E 5 2
Advertising Design Overview
Advertising Management Program
The process of preparing and integrating a companyrsquos advertising efforts with other integrated marketing communications efforts
Advertising Planning and Research
General pre-planning input Product-specific research
Major selling idea Qualitative research
Focus groups Interviews Observation
Value and lifestyle model (VALS) Personal drive analysis (PDA)
Steps in Advertising Campaign Management
Review communications market analysis (from Chapter 4)
Competitive analysis Opportunity analysis Target market analysis Customer analysis Positioning analysis
Establish advertising portion of IMC objectives What do we mean by this
Review communications budget Select media Discuss Creative Strategy with appropriate parties
Common Advertising Goals
To build brand image ldquoTop of mindrdquo ldquoFirst choicerdquo
To inform To persuade To support other marketing communication
efforts To encourage action To change perceptions and images
In terms of soup Campbell Soup ranks the highest in ldquotop of mindrdquo as well as ldquotop choicerdquo As a result of this brand image they enjoy a 43 market share in the soup industry
Communications Budget ndash Manner of Distribution
Continuous schedule Flighting schedule Pulsating schedule
The Creative Strategy
Establish objective Identification of target marketconsumer Create a message theme Supporting Information Identify constraints Need a creative concept or ldquobig ideardquo to express that message Examples
United Church of Canada ndash wonder cafeacute campaign wwwwondercafeca wwwdoveca httpwwwdovecaenfeaturesvideosvideo_galleryaspx[c
p-documentid=11248870
The Objective
An advertisement for Soft Scrub designed to enhance the brandrsquos image
The Objective
An advertisement for Bic designed to enhance the brandrsquos image
The Message Theme ldquoLeft brainrdquo advertisement
Logical rational side of brain Manages numbers letters words and
concepts Use rational appeal
ldquoRight-brainrdquo advertisement Emotional side of brain Manages abstract ideas images and
feelings Use emotional appeal
The Target Market
The target market for this ad is females 13-16 who enjoy sports and have an active life style
The Support
The support claims highlighted in this advertisement is that MicroThins arebull 30 thinnerbull 40 lighterbull 4 times more scratch
resistantbull 10 times more impact
resistantbull 999 UV protectionbull anti-reflective
Depict or condone dangerous illegal aggressive or reckless driving
Draw attention to the acceleration or speed capabilities of a vehicle
Depict speed racing or other forms of competitive driving in any way associated with normal on-road use of vehicles (Such scenes should be clearly identifiable as part of an organized motor sport)
Show unsafe images of off-road driving Use fantasy humor or self-evident exaggeration to bypass
the codersquos provisions Use disclaimers to justify including material that doesnrsquot
comply with the code
Source Maria Nguyen ldquoBest Media for Car Marketersrdquo BampT Weekly Vol 54 No 2493 (October 15 2004) p 21
Advertisements should not
An example of Constraints Australian Motor Vehicle Ad Code
Del Monte Advertisement
Creative StrategyDel Monte
The Objective ndash Increase awareness of the smaller-size cans with pull-top lid
Target Audience ndash senior citizens especially those that live alone and suffer from arthritis and people wanting convenience
Message Theme ndash The new cans not only contains a smaller portion but are easier to openmore convenient
Support ndashillustration of how the lid comes off Constraints ndash copyright logo legal requirements
of a coupon and what is meant by a small serve
F I G U R E 5 2
Advertising Design Overview
Advertising Management Program
The process of preparing and integrating a companyrsquos advertising efforts with other integrated marketing communications efforts
Advertising Planning and Research
General pre-planning input Product-specific research
Major selling idea Qualitative research
Focus groups Interviews Observation
Value and lifestyle model (VALS) Personal drive analysis (PDA)
Steps in Advertising Campaign Management
Review communications market analysis (from Chapter 4)
Competitive analysis Opportunity analysis Target market analysis Customer analysis Positioning analysis
Establish advertising portion of IMC objectives What do we mean by this
Review communications budget Select media Discuss Creative Strategy with appropriate parties
Common Advertising Goals
To build brand image ldquoTop of mindrdquo ldquoFirst choicerdquo
To inform To persuade To support other marketing communication
efforts To encourage action To change perceptions and images
In terms of soup Campbell Soup ranks the highest in ldquotop of mindrdquo as well as ldquotop choicerdquo As a result of this brand image they enjoy a 43 market share in the soup industry
Communications Budget ndash Manner of Distribution
Continuous schedule Flighting schedule Pulsating schedule
The Creative Strategy
Establish objective Identification of target marketconsumer Create a message theme Supporting Information Identify constraints Need a creative concept or ldquobig ideardquo to express that message Examples
United Church of Canada ndash wonder cafeacute campaign wwwwondercafeca wwwdoveca httpwwwdovecaenfeaturesvideosvideo_galleryaspx[c
p-documentid=11248870
The Objective
An advertisement for Soft Scrub designed to enhance the brandrsquos image
The Objective
An advertisement for Bic designed to enhance the brandrsquos image
The Message Theme ldquoLeft brainrdquo advertisement
Logical rational side of brain Manages numbers letters words and
concepts Use rational appeal
ldquoRight-brainrdquo advertisement Emotional side of brain Manages abstract ideas images and
feelings Use emotional appeal
The Target Market
The target market for this ad is females 13-16 who enjoy sports and have an active life style
The Support
The support claims highlighted in this advertisement is that MicroThins arebull 30 thinnerbull 40 lighterbull 4 times more scratch
resistantbull 10 times more impact
resistantbull 999 UV protectionbull anti-reflective
Depict or condone dangerous illegal aggressive or reckless driving
Draw attention to the acceleration or speed capabilities of a vehicle
Depict speed racing or other forms of competitive driving in any way associated with normal on-road use of vehicles (Such scenes should be clearly identifiable as part of an organized motor sport)
Show unsafe images of off-road driving Use fantasy humor or self-evident exaggeration to bypass
the codersquos provisions Use disclaimers to justify including material that doesnrsquot
comply with the code
Source Maria Nguyen ldquoBest Media for Car Marketersrdquo BampT Weekly Vol 54 No 2493 (October 15 2004) p 21
Advertisements should not
An example of Constraints Australian Motor Vehicle Ad Code
Del Monte Advertisement
Creative StrategyDel Monte
The Objective ndash Increase awareness of the smaller-size cans with pull-top lid
Target Audience ndash senior citizens especially those that live alone and suffer from arthritis and people wanting convenience
Message Theme ndash The new cans not only contains a smaller portion but are easier to openmore convenient
Support ndashillustration of how the lid comes off Constraints ndash copyright logo legal requirements
of a coupon and what is meant by a small serve
Advertising Management Program
The process of preparing and integrating a companyrsquos advertising efforts with other integrated marketing communications efforts
Advertising Planning and Research
General pre-planning input Product-specific research
Major selling idea Qualitative research
Focus groups Interviews Observation
Value and lifestyle model (VALS) Personal drive analysis (PDA)
Steps in Advertising Campaign Management
Review communications market analysis (from Chapter 4)
Competitive analysis Opportunity analysis Target market analysis Customer analysis Positioning analysis
Establish advertising portion of IMC objectives What do we mean by this
Review communications budget Select media Discuss Creative Strategy with appropriate parties
Common Advertising Goals
To build brand image ldquoTop of mindrdquo ldquoFirst choicerdquo
To inform To persuade To support other marketing communication
efforts To encourage action To change perceptions and images
In terms of soup Campbell Soup ranks the highest in ldquotop of mindrdquo as well as ldquotop choicerdquo As a result of this brand image they enjoy a 43 market share in the soup industry
Communications Budget ndash Manner of Distribution
Continuous schedule Flighting schedule Pulsating schedule
The Creative Strategy
Establish objective Identification of target marketconsumer Create a message theme Supporting Information Identify constraints Need a creative concept or ldquobig ideardquo to express that message Examples
United Church of Canada ndash wonder cafeacute campaign wwwwondercafeca wwwdoveca httpwwwdovecaenfeaturesvideosvideo_galleryaspx[c
p-documentid=11248870
The Objective
An advertisement for Soft Scrub designed to enhance the brandrsquos image
The Objective
An advertisement for Bic designed to enhance the brandrsquos image
The Message Theme ldquoLeft brainrdquo advertisement
Logical rational side of brain Manages numbers letters words and
concepts Use rational appeal
ldquoRight-brainrdquo advertisement Emotional side of brain Manages abstract ideas images and
feelings Use emotional appeal
The Target Market
The target market for this ad is females 13-16 who enjoy sports and have an active life style
The Support
The support claims highlighted in this advertisement is that MicroThins arebull 30 thinnerbull 40 lighterbull 4 times more scratch
resistantbull 10 times more impact
resistantbull 999 UV protectionbull anti-reflective
Depict or condone dangerous illegal aggressive or reckless driving
Draw attention to the acceleration or speed capabilities of a vehicle
Depict speed racing or other forms of competitive driving in any way associated with normal on-road use of vehicles (Such scenes should be clearly identifiable as part of an organized motor sport)
Show unsafe images of off-road driving Use fantasy humor or self-evident exaggeration to bypass
the codersquos provisions Use disclaimers to justify including material that doesnrsquot
comply with the code
Source Maria Nguyen ldquoBest Media for Car Marketersrdquo BampT Weekly Vol 54 No 2493 (October 15 2004) p 21
Advertisements should not
An example of Constraints Australian Motor Vehicle Ad Code
Del Monte Advertisement
Creative StrategyDel Monte
The Objective ndash Increase awareness of the smaller-size cans with pull-top lid
Target Audience ndash senior citizens especially those that live alone and suffer from arthritis and people wanting convenience
Message Theme ndash The new cans not only contains a smaller portion but are easier to openmore convenient
Support ndashillustration of how the lid comes off Constraints ndash copyright logo legal requirements
of a coupon and what is meant by a small serve
Advertising Planning and Research
General pre-planning input Product-specific research
Major selling idea Qualitative research
Focus groups Interviews Observation
Value and lifestyle model (VALS) Personal drive analysis (PDA)
Steps in Advertising Campaign Management
Review communications market analysis (from Chapter 4)
Competitive analysis Opportunity analysis Target market analysis Customer analysis Positioning analysis
Establish advertising portion of IMC objectives What do we mean by this
Review communications budget Select media Discuss Creative Strategy with appropriate parties
Common Advertising Goals
To build brand image ldquoTop of mindrdquo ldquoFirst choicerdquo
To inform To persuade To support other marketing communication
efforts To encourage action To change perceptions and images
In terms of soup Campbell Soup ranks the highest in ldquotop of mindrdquo as well as ldquotop choicerdquo As a result of this brand image they enjoy a 43 market share in the soup industry
Communications Budget ndash Manner of Distribution
Continuous schedule Flighting schedule Pulsating schedule
The Creative Strategy
Establish objective Identification of target marketconsumer Create a message theme Supporting Information Identify constraints Need a creative concept or ldquobig ideardquo to express that message Examples
United Church of Canada ndash wonder cafeacute campaign wwwwondercafeca wwwdoveca httpwwwdovecaenfeaturesvideosvideo_galleryaspx[c
p-documentid=11248870
The Objective
An advertisement for Soft Scrub designed to enhance the brandrsquos image
The Objective
An advertisement for Bic designed to enhance the brandrsquos image
The Message Theme ldquoLeft brainrdquo advertisement
Logical rational side of brain Manages numbers letters words and
concepts Use rational appeal
ldquoRight-brainrdquo advertisement Emotional side of brain Manages abstract ideas images and
feelings Use emotional appeal
The Target Market
The target market for this ad is females 13-16 who enjoy sports and have an active life style
The Support
The support claims highlighted in this advertisement is that MicroThins arebull 30 thinnerbull 40 lighterbull 4 times more scratch
resistantbull 10 times more impact
resistantbull 999 UV protectionbull anti-reflective
Depict or condone dangerous illegal aggressive or reckless driving
Draw attention to the acceleration or speed capabilities of a vehicle
Depict speed racing or other forms of competitive driving in any way associated with normal on-road use of vehicles (Such scenes should be clearly identifiable as part of an organized motor sport)
Show unsafe images of off-road driving Use fantasy humor or self-evident exaggeration to bypass
the codersquos provisions Use disclaimers to justify including material that doesnrsquot
comply with the code
Source Maria Nguyen ldquoBest Media for Car Marketersrdquo BampT Weekly Vol 54 No 2493 (October 15 2004) p 21
Advertisements should not
An example of Constraints Australian Motor Vehicle Ad Code
Del Monte Advertisement
Creative StrategyDel Monte
The Objective ndash Increase awareness of the smaller-size cans with pull-top lid
Target Audience ndash senior citizens especially those that live alone and suffer from arthritis and people wanting convenience
Message Theme ndash The new cans not only contains a smaller portion but are easier to openmore convenient
Support ndashillustration of how the lid comes off Constraints ndash copyright logo legal requirements
of a coupon and what is meant by a small serve
Steps in Advertising Campaign Management
Review communications market analysis (from Chapter 4)
Competitive analysis Opportunity analysis Target market analysis Customer analysis Positioning analysis
Establish advertising portion of IMC objectives What do we mean by this
Review communications budget Select media Discuss Creative Strategy with appropriate parties
Common Advertising Goals
To build brand image ldquoTop of mindrdquo ldquoFirst choicerdquo
To inform To persuade To support other marketing communication
efforts To encourage action To change perceptions and images
In terms of soup Campbell Soup ranks the highest in ldquotop of mindrdquo as well as ldquotop choicerdquo As a result of this brand image they enjoy a 43 market share in the soup industry
Communications Budget ndash Manner of Distribution
Continuous schedule Flighting schedule Pulsating schedule
The Creative Strategy
Establish objective Identification of target marketconsumer Create a message theme Supporting Information Identify constraints Need a creative concept or ldquobig ideardquo to express that message Examples
United Church of Canada ndash wonder cafeacute campaign wwwwondercafeca wwwdoveca httpwwwdovecaenfeaturesvideosvideo_galleryaspx[c
p-documentid=11248870
The Objective
An advertisement for Soft Scrub designed to enhance the brandrsquos image
The Objective
An advertisement for Bic designed to enhance the brandrsquos image
The Message Theme ldquoLeft brainrdquo advertisement
Logical rational side of brain Manages numbers letters words and
concepts Use rational appeal
ldquoRight-brainrdquo advertisement Emotional side of brain Manages abstract ideas images and
feelings Use emotional appeal
The Target Market
The target market for this ad is females 13-16 who enjoy sports and have an active life style
The Support
The support claims highlighted in this advertisement is that MicroThins arebull 30 thinnerbull 40 lighterbull 4 times more scratch
resistantbull 10 times more impact
resistantbull 999 UV protectionbull anti-reflective
Depict or condone dangerous illegal aggressive or reckless driving
Draw attention to the acceleration or speed capabilities of a vehicle
Depict speed racing or other forms of competitive driving in any way associated with normal on-road use of vehicles (Such scenes should be clearly identifiable as part of an organized motor sport)
Show unsafe images of off-road driving Use fantasy humor or self-evident exaggeration to bypass
the codersquos provisions Use disclaimers to justify including material that doesnrsquot
comply with the code
Source Maria Nguyen ldquoBest Media for Car Marketersrdquo BampT Weekly Vol 54 No 2493 (October 15 2004) p 21
Advertisements should not
An example of Constraints Australian Motor Vehicle Ad Code
Del Monte Advertisement
Creative StrategyDel Monte
The Objective ndash Increase awareness of the smaller-size cans with pull-top lid
Target Audience ndash senior citizens especially those that live alone and suffer from arthritis and people wanting convenience
Message Theme ndash The new cans not only contains a smaller portion but are easier to openmore convenient
Support ndashillustration of how the lid comes off Constraints ndash copyright logo legal requirements
of a coupon and what is meant by a small serve
Common Advertising Goals
To build brand image ldquoTop of mindrdquo ldquoFirst choicerdquo
To inform To persuade To support other marketing communication
efforts To encourage action To change perceptions and images
In terms of soup Campbell Soup ranks the highest in ldquotop of mindrdquo as well as ldquotop choicerdquo As a result of this brand image they enjoy a 43 market share in the soup industry
Communications Budget ndash Manner of Distribution
Continuous schedule Flighting schedule Pulsating schedule
The Creative Strategy
Establish objective Identification of target marketconsumer Create a message theme Supporting Information Identify constraints Need a creative concept or ldquobig ideardquo to express that message Examples
United Church of Canada ndash wonder cafeacute campaign wwwwondercafeca wwwdoveca httpwwwdovecaenfeaturesvideosvideo_galleryaspx[c
p-documentid=11248870
The Objective
An advertisement for Soft Scrub designed to enhance the brandrsquos image
The Objective
An advertisement for Bic designed to enhance the brandrsquos image
The Message Theme ldquoLeft brainrdquo advertisement
Logical rational side of brain Manages numbers letters words and
concepts Use rational appeal
ldquoRight-brainrdquo advertisement Emotional side of brain Manages abstract ideas images and
feelings Use emotional appeal
The Target Market
The target market for this ad is females 13-16 who enjoy sports and have an active life style
The Support
The support claims highlighted in this advertisement is that MicroThins arebull 30 thinnerbull 40 lighterbull 4 times more scratch
resistantbull 10 times more impact
resistantbull 999 UV protectionbull anti-reflective
Depict or condone dangerous illegal aggressive or reckless driving
Draw attention to the acceleration or speed capabilities of a vehicle
Depict speed racing or other forms of competitive driving in any way associated with normal on-road use of vehicles (Such scenes should be clearly identifiable as part of an organized motor sport)
Show unsafe images of off-road driving Use fantasy humor or self-evident exaggeration to bypass
the codersquos provisions Use disclaimers to justify including material that doesnrsquot
comply with the code
Source Maria Nguyen ldquoBest Media for Car Marketersrdquo BampT Weekly Vol 54 No 2493 (October 15 2004) p 21
Advertisements should not
An example of Constraints Australian Motor Vehicle Ad Code
Del Monte Advertisement
Creative StrategyDel Monte
The Objective ndash Increase awareness of the smaller-size cans with pull-top lid
Target Audience ndash senior citizens especially those that live alone and suffer from arthritis and people wanting convenience
Message Theme ndash The new cans not only contains a smaller portion but are easier to openmore convenient
Support ndashillustration of how the lid comes off Constraints ndash copyright logo legal requirements
of a coupon and what is meant by a small serve
In terms of soup Campbell Soup ranks the highest in ldquotop of mindrdquo as well as ldquotop choicerdquo As a result of this brand image they enjoy a 43 market share in the soup industry
Communications Budget ndash Manner of Distribution
Continuous schedule Flighting schedule Pulsating schedule
The Creative Strategy
Establish objective Identification of target marketconsumer Create a message theme Supporting Information Identify constraints Need a creative concept or ldquobig ideardquo to express that message Examples
United Church of Canada ndash wonder cafeacute campaign wwwwondercafeca wwwdoveca httpwwwdovecaenfeaturesvideosvideo_galleryaspx[c
p-documentid=11248870
The Objective
An advertisement for Soft Scrub designed to enhance the brandrsquos image
The Objective
An advertisement for Bic designed to enhance the brandrsquos image
The Message Theme ldquoLeft brainrdquo advertisement
Logical rational side of brain Manages numbers letters words and
concepts Use rational appeal
ldquoRight-brainrdquo advertisement Emotional side of brain Manages abstract ideas images and
feelings Use emotional appeal
The Target Market
The target market for this ad is females 13-16 who enjoy sports and have an active life style
The Support
The support claims highlighted in this advertisement is that MicroThins arebull 30 thinnerbull 40 lighterbull 4 times more scratch
resistantbull 10 times more impact
resistantbull 999 UV protectionbull anti-reflective
Depict or condone dangerous illegal aggressive or reckless driving
Draw attention to the acceleration or speed capabilities of a vehicle
Depict speed racing or other forms of competitive driving in any way associated with normal on-road use of vehicles (Such scenes should be clearly identifiable as part of an organized motor sport)
Show unsafe images of off-road driving Use fantasy humor or self-evident exaggeration to bypass
the codersquos provisions Use disclaimers to justify including material that doesnrsquot
comply with the code
Source Maria Nguyen ldquoBest Media for Car Marketersrdquo BampT Weekly Vol 54 No 2493 (October 15 2004) p 21
Advertisements should not
An example of Constraints Australian Motor Vehicle Ad Code
Del Monte Advertisement
Creative StrategyDel Monte
The Objective ndash Increase awareness of the smaller-size cans with pull-top lid
Target Audience ndash senior citizens especially those that live alone and suffer from arthritis and people wanting convenience
Message Theme ndash The new cans not only contains a smaller portion but are easier to openmore convenient
Support ndashillustration of how the lid comes off Constraints ndash copyright logo legal requirements
of a coupon and what is meant by a small serve
Communications Budget ndash Manner of Distribution
Continuous schedule Flighting schedule Pulsating schedule
The Creative Strategy
Establish objective Identification of target marketconsumer Create a message theme Supporting Information Identify constraints Need a creative concept or ldquobig ideardquo to express that message Examples
United Church of Canada ndash wonder cafeacute campaign wwwwondercafeca wwwdoveca httpwwwdovecaenfeaturesvideosvideo_galleryaspx[c
p-documentid=11248870
The Objective
An advertisement for Soft Scrub designed to enhance the brandrsquos image
The Objective
An advertisement for Bic designed to enhance the brandrsquos image
The Message Theme ldquoLeft brainrdquo advertisement
Logical rational side of brain Manages numbers letters words and
concepts Use rational appeal
ldquoRight-brainrdquo advertisement Emotional side of brain Manages abstract ideas images and
feelings Use emotional appeal
The Target Market
The target market for this ad is females 13-16 who enjoy sports and have an active life style
The Support
The support claims highlighted in this advertisement is that MicroThins arebull 30 thinnerbull 40 lighterbull 4 times more scratch
resistantbull 10 times more impact
resistantbull 999 UV protectionbull anti-reflective
Depict or condone dangerous illegal aggressive or reckless driving
Draw attention to the acceleration or speed capabilities of a vehicle
Depict speed racing or other forms of competitive driving in any way associated with normal on-road use of vehicles (Such scenes should be clearly identifiable as part of an organized motor sport)
Show unsafe images of off-road driving Use fantasy humor or self-evident exaggeration to bypass
the codersquos provisions Use disclaimers to justify including material that doesnrsquot
comply with the code
Source Maria Nguyen ldquoBest Media for Car Marketersrdquo BampT Weekly Vol 54 No 2493 (October 15 2004) p 21
Advertisements should not
An example of Constraints Australian Motor Vehicle Ad Code
Del Monte Advertisement
Creative StrategyDel Monte
The Objective ndash Increase awareness of the smaller-size cans with pull-top lid
Target Audience ndash senior citizens especially those that live alone and suffer from arthritis and people wanting convenience
Message Theme ndash The new cans not only contains a smaller portion but are easier to openmore convenient
Support ndashillustration of how the lid comes off Constraints ndash copyright logo legal requirements
of a coupon and what is meant by a small serve
The Creative Strategy
Establish objective Identification of target marketconsumer Create a message theme Supporting Information Identify constraints Need a creative concept or ldquobig ideardquo to express that message Examples
United Church of Canada ndash wonder cafeacute campaign wwwwondercafeca wwwdoveca httpwwwdovecaenfeaturesvideosvideo_galleryaspx[c
p-documentid=11248870
The Objective
An advertisement for Soft Scrub designed to enhance the brandrsquos image
The Objective
An advertisement for Bic designed to enhance the brandrsquos image
The Message Theme ldquoLeft brainrdquo advertisement
Logical rational side of brain Manages numbers letters words and
concepts Use rational appeal
ldquoRight-brainrdquo advertisement Emotional side of brain Manages abstract ideas images and
feelings Use emotional appeal
The Target Market
The target market for this ad is females 13-16 who enjoy sports and have an active life style
The Support
The support claims highlighted in this advertisement is that MicroThins arebull 30 thinnerbull 40 lighterbull 4 times more scratch
resistantbull 10 times more impact
resistantbull 999 UV protectionbull anti-reflective
Depict or condone dangerous illegal aggressive or reckless driving
Draw attention to the acceleration or speed capabilities of a vehicle
Depict speed racing or other forms of competitive driving in any way associated with normal on-road use of vehicles (Such scenes should be clearly identifiable as part of an organized motor sport)
Show unsafe images of off-road driving Use fantasy humor or self-evident exaggeration to bypass
the codersquos provisions Use disclaimers to justify including material that doesnrsquot
comply with the code
Source Maria Nguyen ldquoBest Media for Car Marketersrdquo BampT Weekly Vol 54 No 2493 (October 15 2004) p 21
Advertisements should not
An example of Constraints Australian Motor Vehicle Ad Code
Del Monte Advertisement
Creative StrategyDel Monte
The Objective ndash Increase awareness of the smaller-size cans with pull-top lid
Target Audience ndash senior citizens especially those that live alone and suffer from arthritis and people wanting convenience
Message Theme ndash The new cans not only contains a smaller portion but are easier to openmore convenient
Support ndashillustration of how the lid comes off Constraints ndash copyright logo legal requirements
of a coupon and what is meant by a small serve
The Objective
An advertisement for Soft Scrub designed to enhance the brandrsquos image
The Objective
An advertisement for Bic designed to enhance the brandrsquos image
The Message Theme ldquoLeft brainrdquo advertisement
Logical rational side of brain Manages numbers letters words and
concepts Use rational appeal
ldquoRight-brainrdquo advertisement Emotional side of brain Manages abstract ideas images and
feelings Use emotional appeal
The Target Market
The target market for this ad is females 13-16 who enjoy sports and have an active life style
The Support
The support claims highlighted in this advertisement is that MicroThins arebull 30 thinnerbull 40 lighterbull 4 times more scratch
resistantbull 10 times more impact
resistantbull 999 UV protectionbull anti-reflective
Depict or condone dangerous illegal aggressive or reckless driving
Draw attention to the acceleration or speed capabilities of a vehicle
Depict speed racing or other forms of competitive driving in any way associated with normal on-road use of vehicles (Such scenes should be clearly identifiable as part of an organized motor sport)
Show unsafe images of off-road driving Use fantasy humor or self-evident exaggeration to bypass
the codersquos provisions Use disclaimers to justify including material that doesnrsquot
comply with the code
Source Maria Nguyen ldquoBest Media for Car Marketersrdquo BampT Weekly Vol 54 No 2493 (October 15 2004) p 21
Advertisements should not
An example of Constraints Australian Motor Vehicle Ad Code
Del Monte Advertisement
Creative StrategyDel Monte
The Objective ndash Increase awareness of the smaller-size cans with pull-top lid
Target Audience ndash senior citizens especially those that live alone and suffer from arthritis and people wanting convenience
Message Theme ndash The new cans not only contains a smaller portion but are easier to openmore convenient
Support ndashillustration of how the lid comes off Constraints ndash copyright logo legal requirements
of a coupon and what is meant by a small serve
The Objective
An advertisement for Bic designed to enhance the brandrsquos image
The Message Theme ldquoLeft brainrdquo advertisement
Logical rational side of brain Manages numbers letters words and
concepts Use rational appeal
ldquoRight-brainrdquo advertisement Emotional side of brain Manages abstract ideas images and
feelings Use emotional appeal
The Target Market
The target market for this ad is females 13-16 who enjoy sports and have an active life style
The Support
The support claims highlighted in this advertisement is that MicroThins arebull 30 thinnerbull 40 lighterbull 4 times more scratch
resistantbull 10 times more impact
resistantbull 999 UV protectionbull anti-reflective
Depict or condone dangerous illegal aggressive or reckless driving
Draw attention to the acceleration or speed capabilities of a vehicle
Depict speed racing or other forms of competitive driving in any way associated with normal on-road use of vehicles (Such scenes should be clearly identifiable as part of an organized motor sport)
Show unsafe images of off-road driving Use fantasy humor or self-evident exaggeration to bypass
the codersquos provisions Use disclaimers to justify including material that doesnrsquot
comply with the code
Source Maria Nguyen ldquoBest Media for Car Marketersrdquo BampT Weekly Vol 54 No 2493 (October 15 2004) p 21
Advertisements should not
An example of Constraints Australian Motor Vehicle Ad Code
Del Monte Advertisement
Creative StrategyDel Monte
The Objective ndash Increase awareness of the smaller-size cans with pull-top lid
Target Audience ndash senior citizens especially those that live alone and suffer from arthritis and people wanting convenience
Message Theme ndash The new cans not only contains a smaller portion but are easier to openmore convenient
Support ndashillustration of how the lid comes off Constraints ndash copyright logo legal requirements
of a coupon and what is meant by a small serve
The Message Theme ldquoLeft brainrdquo advertisement
Logical rational side of brain Manages numbers letters words and
concepts Use rational appeal
ldquoRight-brainrdquo advertisement Emotional side of brain Manages abstract ideas images and
feelings Use emotional appeal
The Target Market
The target market for this ad is females 13-16 who enjoy sports and have an active life style
The Support
The support claims highlighted in this advertisement is that MicroThins arebull 30 thinnerbull 40 lighterbull 4 times more scratch
resistantbull 10 times more impact
resistantbull 999 UV protectionbull anti-reflective
Depict or condone dangerous illegal aggressive or reckless driving
Draw attention to the acceleration or speed capabilities of a vehicle
Depict speed racing or other forms of competitive driving in any way associated with normal on-road use of vehicles (Such scenes should be clearly identifiable as part of an organized motor sport)
Show unsafe images of off-road driving Use fantasy humor or self-evident exaggeration to bypass
the codersquos provisions Use disclaimers to justify including material that doesnrsquot
comply with the code
Source Maria Nguyen ldquoBest Media for Car Marketersrdquo BampT Weekly Vol 54 No 2493 (October 15 2004) p 21
Advertisements should not
An example of Constraints Australian Motor Vehicle Ad Code
Del Monte Advertisement
Creative StrategyDel Monte
The Objective ndash Increase awareness of the smaller-size cans with pull-top lid
Target Audience ndash senior citizens especially those that live alone and suffer from arthritis and people wanting convenience
Message Theme ndash The new cans not only contains a smaller portion but are easier to openmore convenient
Support ndashillustration of how the lid comes off Constraints ndash copyright logo legal requirements
of a coupon and what is meant by a small serve
The Target Market
The target market for this ad is females 13-16 who enjoy sports and have an active life style
The Support
The support claims highlighted in this advertisement is that MicroThins arebull 30 thinnerbull 40 lighterbull 4 times more scratch
resistantbull 10 times more impact
resistantbull 999 UV protectionbull anti-reflective
Depict or condone dangerous illegal aggressive or reckless driving
Draw attention to the acceleration or speed capabilities of a vehicle
Depict speed racing or other forms of competitive driving in any way associated with normal on-road use of vehicles (Such scenes should be clearly identifiable as part of an organized motor sport)
Show unsafe images of off-road driving Use fantasy humor or self-evident exaggeration to bypass
the codersquos provisions Use disclaimers to justify including material that doesnrsquot
comply with the code
Source Maria Nguyen ldquoBest Media for Car Marketersrdquo BampT Weekly Vol 54 No 2493 (October 15 2004) p 21
Advertisements should not
An example of Constraints Australian Motor Vehicle Ad Code
Del Monte Advertisement
Creative StrategyDel Monte
The Objective ndash Increase awareness of the smaller-size cans with pull-top lid
Target Audience ndash senior citizens especially those that live alone and suffer from arthritis and people wanting convenience
Message Theme ndash The new cans not only contains a smaller portion but are easier to openmore convenient
Support ndashillustration of how the lid comes off Constraints ndash copyright logo legal requirements
of a coupon and what is meant by a small serve
The Support
The support claims highlighted in this advertisement is that MicroThins arebull 30 thinnerbull 40 lighterbull 4 times more scratch
resistantbull 10 times more impact
resistantbull 999 UV protectionbull anti-reflective
Depict or condone dangerous illegal aggressive or reckless driving
Draw attention to the acceleration or speed capabilities of a vehicle
Depict speed racing or other forms of competitive driving in any way associated with normal on-road use of vehicles (Such scenes should be clearly identifiable as part of an organized motor sport)
Show unsafe images of off-road driving Use fantasy humor or self-evident exaggeration to bypass
the codersquos provisions Use disclaimers to justify including material that doesnrsquot
comply with the code
Source Maria Nguyen ldquoBest Media for Car Marketersrdquo BampT Weekly Vol 54 No 2493 (October 15 2004) p 21
Advertisements should not
An example of Constraints Australian Motor Vehicle Ad Code
Del Monte Advertisement
Creative StrategyDel Monte
The Objective ndash Increase awareness of the smaller-size cans with pull-top lid
Target Audience ndash senior citizens especially those that live alone and suffer from arthritis and people wanting convenience
Message Theme ndash The new cans not only contains a smaller portion but are easier to openmore convenient
Support ndashillustration of how the lid comes off Constraints ndash copyright logo legal requirements
of a coupon and what is meant by a small serve
Depict or condone dangerous illegal aggressive or reckless driving
Draw attention to the acceleration or speed capabilities of a vehicle
Depict speed racing or other forms of competitive driving in any way associated with normal on-road use of vehicles (Such scenes should be clearly identifiable as part of an organized motor sport)
Show unsafe images of off-road driving Use fantasy humor or self-evident exaggeration to bypass
the codersquos provisions Use disclaimers to justify including material that doesnrsquot
comply with the code
Source Maria Nguyen ldquoBest Media for Car Marketersrdquo BampT Weekly Vol 54 No 2493 (October 15 2004) p 21
Advertisements should not
An example of Constraints Australian Motor Vehicle Ad Code
Del Monte Advertisement
Creative StrategyDel Monte
The Objective ndash Increase awareness of the smaller-size cans with pull-top lid
Target Audience ndash senior citizens especially those that live alone and suffer from arthritis and people wanting convenience
Message Theme ndash The new cans not only contains a smaller portion but are easier to openmore convenient
Support ndashillustration of how the lid comes off Constraints ndash copyright logo legal requirements
of a coupon and what is meant by a small serve
Del Monte Advertisement
Creative StrategyDel Monte
The Objective ndash Increase awareness of the smaller-size cans with pull-top lid
Target Audience ndash senior citizens especially those that live alone and suffer from arthritis and people wanting convenience
Message Theme ndash The new cans not only contains a smaller portion but are easier to openmore convenient
Support ndashillustration of how the lid comes off Constraints ndash copyright logo legal requirements
of a coupon and what is meant by a small serve
Creative StrategyDel Monte
The Objective ndash Increase awareness of the smaller-size cans with pull-top lid
Target Audience ndash senior citizens especially those that live alone and suffer from arthritis and people wanting convenience
Message Theme ndash The new cans not only contains a smaller portion but are easier to openmore convenient
Support ndashillustration of how the lid comes off Constraints ndash copyright logo legal requirements
of a coupon and what is meant by a small serve
