Chapter 5 advertising-management

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5 Chapter Five

Advertising Management

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Perfect Pushup

• Alan Mills• Navy Seal• Functional Training

• The Perfect Pushup• Created the BODYREV

company• Infomercials• Buzz marketing• Advertising campaign• Co-op advertising

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www.bodyrev.com

http://www.bodyrev.com/

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Advertising Management

• Advertising management• Choosing an advertising agency• Advertising campaign management

• Communications market analysis• Advertising goals• Advertising budget• Media selection• Creative brief

5 Chapter Overview

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F I G U R E 5 . 1Overview of IMC

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F I G U R E 5 . 2Advertising Design Overview

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Overview of Advertising Management

1. Review the company’s activities in light of advertising management.

2. Select in-house or external advertising agency.

3. Develop an advertising campaign management strategy.

4. Develop a Creative Brief.

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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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Money Spent on Media

75-15-1075% - Media buys15% - Creative work (agency)10% - Ad production

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External Agencies

• Advertising agencies• Media service companies• Direct marketing agencies• Consumer and trade promotion specialists• Public relations firms

Boutique Full-Service

Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall5-10

Whole Egg Theory

Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall

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Advertisement for Ogilvy & Mather Advertising


F I G U R E 5 . 5Steps in Selecting an Advertising Agency

Set goals.Select process and criteria.Screen initial list of applicants.Request client references.Reduce list to two or three viable

agencies.Request creative pitch.Select agency.


• Size of the agency• Relevant experience of the agency• Conflicts of interest• Creative reputation and capabilities• Production capabilities• Media purchasing capabilities• Other services available• Client retention rates• Personal chemistry

F I G U R E 5 . 6Evaluation Criteria in Choosing an Ad Agency


Leo Burnett Co.Conflict of interest means agencies do not serve competing firms.

Source: www.leoburnett.com

Year ObtainedCompany Industry AccountGeneral Motors Automobile 1971Hallmark Greeting cards 1988Kellogg’s Cereal 1949VISA Credit cards 1979McDonald’s Fast food 1981Allstate Insurance 1957Gain Detergent 2000

http://www.leoburnett.com/


Grey Worldwide Advertising

Source: www.grey.com

Number of Year ObtainedCompany Countries AccountSara Lee 21 1993Kraft Foods North America 2002Volkswagen 15 19983M Corporation 14 1984Coca-Cola 6 2004Cannon 5 1976Playtex North America 1968Toshiba 16 2007

http://www.grey.com/

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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)


Advertising Planning and Researchat

Strawberry Frog Advertising Agency

Click to play clip from Strawberry Frog: Inside an Advertising Agency

VIDEO


Key Advertising Personnel

ClientMarketing Manager

AccountExecutive



Creative Creative Creative Creative

CreativeDirector

TrafficManager

MediaBuyers

&Planners

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Angela Talley of DDB Worldwide discusses the work of the creative team in advertising production.

Click picture to play movie.

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Steps in Advertising Campaign Management

1. Review communications market analysis.2. Establish advertising portion of IMC

objectives.3. Review advertising budget.4. Select media.5. Prepare creative brief

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Promotions Opportunity Analysis(From Chapter 5)

Communication Market Analysis• Competitors• Opportunities• Target markets• Customers• Product positioning

•Media usage habits of the target market.•Media used by the competition

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• To build brand image• “Top of mind”• “First choice”

• To inform• To persuade• To support other marketing efforts• To encourage action

F I G U R E 5 . 8Advertising Goals

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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 43% market share in the soup industry.

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Example of Persuasion

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Advertising BudgetManner of Distribution

• Continuous schedule• Flighting schedule• Pulsating schedule

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• The objective• The target audience• The message theme• The support• The constraints

F I G U R E 5. 9The Creative Brief

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The Objective

An advertisement for Bic designed to enhance the brand’s image.

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The Target Market

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

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The Message Theme

The message theme of this milk advertisement was that milk will provide calcium. The calcium will provide the customer with benefit of strong bones.

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The Message Theme• “Left brain” advertisement

• Logical, rational side of brain• Manages numbers, letters, words,

and concepts• Use rational appeal

• “Right-brain” advertisement• Emotional side of brain• Manages abstract ideas, images,

and feelings• Use emotional appeal

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The Support

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

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Creative Brief

Click on speaker to play ad.

1. What is the objective?2. Who is the target market?3. What is the message theme?4. What support is given?5. What are the constraints?

After listening to this radio ad, identify the various components of the creative brief.

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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 encourage usage.

• Constraints – copyright logo, toll free number, Web site address, legal requirements of a coupon, and what is meant by a small serving.

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Del Monte Advertisement

Based on the Creative Brief in the previous slide.