Advertising Management

1
Advertising Management

• Chapter 5

2
Chapter Objectives

1. Understand steps of effective advertising
   management.
2. Recognize when to use in-house advertising and
   when to employ an external agency.
3. Review the steps of effective advertising
   management.
4. Analyze functions performed by account executives
   and creatives.

3
Marketing Power

• Women over 40
• Buying potential
• Targeting women over 40
• Buying habits include
• Affluence
• Self-indulgence
• Comfort

4
Advertising Management

• Evaluate role of advertising in IMC program.
• Select in-house or external agency.
• Develop advertising management strategy.
• Develop creative brief.

5
In-House or Advertising AgencyDecision Criteria

• The size of the account
• The media budget
• Objectivity
• Product complexity
• Creative ability

6
External Agencies
Boutique ?------------------? Full-service

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

7
Whole Egg Theory

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

8
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

10
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)

11
Key Advertising Personnel
Ad Agency

• Creative directory
• Creatives
• Traffic manager
• Media buyers
• Media planners

Account Executive
12
Steps in Advertising Campaign Management

• Review communication market analysis.
• Establish advertising portion of IMC objectives.
• Review advertising budget.
• Select media.
• Prepare creative brief.

13
Communication Market AnalysisReview

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

14
Advertising Goals

• To build brand image
• Top of mind
• First choice
• To inform
• To persuade
• To support other marketing efforts
• To encourage action

15
Advertising BudgetManner of Distribution

• Continuous schedule
• Flighting schedule
• Pulsating schedule

16
Creative Brief

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