Advertising Agency Management

OUTLINE

Advertising Management Choosing an Ad Agency Advertising Planning and Research Role of Ad Agency Account Execs Role of Ad Agency Creatives Communication Market Analysis Communications Budget Creative Brief

Advertising Management

Advertising Management Program:…process of preparing and integrating a company’s advertising efforts within the overall IMC message…

Advertising Strategy Media Selection Message Strategy Appeals Executional Framework

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How Agencies Work

Full-Service Agencies Include the four major

staff functions Account management Creative services Media planning and

buying Account planning

Also have accounting, traffic, production, and HR departments

Specialized Agencies Specialize in certain

functions, audiences, industries or markets Creative boutique Media-buying services

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How Agencies Work

Account Management

Acts as a liaison between the client and the agency

Responsible for interpreting the client’s marketing strategy

Creative Development

People who write People who design

ideas for ads and commercials

People who convert these ideas into commercials

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How Agencies Work

Media Planning/Buying

Recommends to the client the most efficient means of delivering the message

Responsible for buying, planning, and research

Account Planning Gathers all

information on the market and consumers and acts as the voice of the consumer

Prepares comprehensive recommendations

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How Agencies Work

Internal Agency Services

Traffic department Print production

department

Revenues and Profits

Commission Fee Retainer

Choosing an Ad Agency

Advertising Expenditure: Media Time/Space, Ad Agency Commission, Media Production(big vs. small advertising accounts)

Get together in your teams and select a “product” or “service” you might want to promote…then:

thinking about your market competition and the relevant strategic message you might want to employ…

define the “criteria” you think would be most important in selecting your advertising agency.

Summarize and be prepared to discuss your findings with the class.

Advertising Planning and Research

Getting together with the Ad Agency to develop the campaign:

1. Pre-planning Input Get to know the company (books, research, product use,

people)

2. Product-specific Research Consumer testing – “problem detection” and “major

selling idea” - Strengths and Weaknesses

3. Qualitative Research Focus Group Studies with market segment

representation: anthropology (direct observation) sociology (social issues, trends, cohorts, family cycles) psychology (motivation, cognition, and learning)…

VALS – psychological model to predict buyer behavior…Personal Drive Analysis (PDA)

Role of Ad Agency Account Execs

Solicit Client Liaison between client and creative

(interpretation and management of strategic plan, information collection and dissemination, relationship connectivity)

Provide status opportunities to facilitate client comprehension on the value of expenditures

Manage the sales process and revenue stream

Role of Ad Agency “Creatives”

Those that develop the actual Ad May involve:

Creative Director Artisans Graphic Artists Agency Staff or Free Lancers

Tend to work long hours under pressure (deadlines) and repetition/reiteration of concept development

CAMPAIGN MANAGEMENT:1. Communication Market Analysis

Competitive Analysis Opportunity Analysis Target Market Analysis (proposed client

base) Customer Analysis (current client base) Positioning Analysis (current and intended

perception review) Media Usage Analysis (target market and

related competitive media employed)

CAMPAIGN MANAGEMENT:2. Communication Objectives

Define Advertising Goals E.g.:

Building Brand Image Informing Persuading Encourage Action Integration of other marketing efforts

CAMPAIGN MANAGEMENT:3. Communications Budget

Budget Allocation based on objectives

Looking at Reach/Frequency and Timing Reach Frequency Timing _ pulsate, flighting, continuous

CAMPAIGN MANAGEMENT:4. Media Selection

Strategic and Tactical decisions: Message refinement Advert design & development (can be

long process) Media tools and Media spot buys

CAMPAIGN MANAGEMENT:5. Creative Brief

Objective Target Audience Message Theme Support (evidence) Constraints (legal, regulatory,

physics-reality)

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Left – Right Brain Ads

• “Left brain” advertisement Logical, rational side of brain Manages numbers, letters, words, and

concepts Rational appeal

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

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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¢ intro coupon to encourage usage.

Constraints – copyright logo, toll free #, Web site, 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.

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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

The Support

Team Challenge

Thinking of the product/service you choose previously when selecting your ad agency…get together in your groups and come up with: Intended Message Target Market Communication Objectives Allocation of 400,0000 Ad Budget Description what media the competition currently

uses Define proposed Media Tools you would use and

why those might work for your target market share your findings with the class