FIGURE

5.1

Overview of IMC

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5-1

FIGURE

5.2

Advertising Design Overview

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5-2

In-House vs. Advertising Agency Decision Variables

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

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5-3

External Agencies
Boutique Full-Service

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

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5-4

FIGURE

5.5

Steps 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.
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5-5

FIGURE

5.6

Evaluation Criteria in Choosing an Ad 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
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5-6

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)

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5-7

Key Advertising Personnel

Client Marketing Manager Client Marketing Manager Client Marketing Manager

Account Executive Creative Director Traffic Manager Media Buyers & Planners

Creative

Creative

Creative

Creative

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5-8

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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5-9

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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FIGURE

5.8

Advertising Goals

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

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5-11

Advertising Budget
Manner of Distribution
Continuous schedule Flighting schedule Pulsating schedule

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FIGURE

5. 9

The Creative Brief

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

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