Advertising Management

Chapter 5

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Chapter Overview

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• Advertising management• Choosing an advertising agency• Advertising campaign

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

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F I G U R E 5 . 1 IMC Overview

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Advertising Management

• Evaluate role of advertising in IMC program.

• Select in-house or external agency.• Develop advertising management

strategy.• Develop creative brief.

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Money Spent on Media

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

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In-House or Advertising AgencyDecision Criteria

• The size of the account

• The media budget• Objectivity• Product complexity• Creative ability

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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

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Whole Egg Theory

• New trend in advertising• Young and Rubicam Ad Agency• Total success in the marketplace• Integration of marketing approach.

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Leo Burnett Co. agencies do not serve competing firms.

Source: www.leoburnett.com.

Year ObtainedCompany Industry AccountGeneral Motors Automobile1971Hallmark Greeting cards 1988Kellogg’s Cereal 1949VISA Credit cards 1979McDonald’s Fast food 1981Allstate Insurance 1957Gain Detergent 2000

Conflicts of Interest

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Grey Worldwide Advertising

Source: www.grey.com.

# of Year Obtained Company Countries

AccountSara Lee 21 1993Kraft Foods North America

2002Volkswagen 15 19983M Corporation 14 1984Coca-Cola 6 2004Cannon 5 1976Playtex North America 1968Toshiba 16 2007

Global Reach

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Choosing an Agency

1. Set goals.2. Select process and criteria.3. Screen initial list of applicants.4. Request client references.5. Reduce list to 2-3 viable

agencies.6. Request creative pitch.7. Select agency.

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Evaluation CriteriaSelecting Advertising Agency

• Size of agency• Relevant experience• Conflicts of interest• Creative reputation• Product capabilities• Media purchasing

capabilities• Other services available• Client retention rates• Personal chemistry

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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)

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Key Advertising Personnel

ClientMarketing Manager

AccountExecutive

Creative

CreativeDirector

TrafficManager

MediaBuyers

&Planners

ClientMarketing Manager

ClientMarketing Manager

Creative Creative Creative

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1. Review communication market analysis.

2. Establish advertising portion of IMC objectives.

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

Steps in Advertising Campaign Management

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1. Communication Market AnalysisReview

• Competitors• Opportunities• Target markets• Customers• Product positioning

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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

2. Advertising Goals

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3. Advertising Budget

• Continuous schedule• Flighting schedule• Pulsating schedule

Manner of Distribution:

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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

What is . . . • The objective• The target audience• The message theme• The support• The constraints

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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

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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 Advertiseme

nt

Based on the Creative Brief in the previous slide.