Anda di halaman 1dari 23

Advertising Management

Chapter 5
5-1

Chapter Overview

Advertising management Choosing an advertising agency Advertising campaign management


Communications market analysis Advertising goals Advertising budget Media selection Creative brief

4-2

FIGURE

5 . 1 IMC Overview

5-3

Advertising Management

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

5-4

Money Spent on Media

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

5-5

In-House or Advertising Agency Decision Criteria


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

5-6

External Agencies
Boutique ------------------ Full-service Advertising agencies Media service companies Direct marketing agencies Consumer and trade promotion specialists Public relations firms

5-7

Whole Egg Theory

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

5-8

Conflicts of Interest
Leo Burnett Co.
Company General Motors Hallmark Kellogg s VISA McDonald s Allstate Gain
agencies do not serve competing firms.

Year Obtained Industry Account Automobile 1971 Greeting cards 1988 Cereal 1949 Credit cards 1979 Fast food 1981 Insurance 1957 Detergent 2000

Source: www.leoburnett.com.
5-9

Global Reach
Grey Worldwide Advertising
Company Sara Lee Kraft Foods Volkswagen 3M Corporation Coca-Cola Cannon Playtex Toshiba # of Year Obtained Countries Account 21 1993 North America 2002 15 1998 14 1984 6 2004 5 1976 North America 1968 16 2007

Source: www.grey.com.
5-10

Choosing an Agency
1. 2. 3. 4. 5. 6. 7. Set goals. Select process and criteria. Screen initial list of applicants. Request client references. Reduce list to 2-3 viable agencies. Request creative pitch. Select agency.

5 - 11

Evaluation Criteria
Selecting 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
5 - 12

Advertising Planning and Research


General pre-planning input Product specific-research Major selling idea Qualitative research Anthropology Sociology Psychology Value and lifestyle model (VALS)
5 - 13

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
5-14

Steps in Advertising Campaign Management


1. Review communication market analysis. 2. Establish advertising portion of IMC objectives. 3. Review advertising budget. 4. Select media. 5. Prepare creative brief.

5 - 15

1. Communication Market Analysis Review


Competitors Opportunities Target markets Customers Product positioning

5 - 16

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

5 - 17

3. Advertising Budget
Manner of Distribution:
Continuous schedule Flighting schedule Pulsating schedule

5 - 18

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
5 - 19

Creative Brief
What is . . . The objective The target audience The message theme The support The constraints

5 - 20

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

5-21

Creative Brief - Del Monte


The Objective increase awareness of the smallersize 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.
5-22

Del Monte Advertisement

Based on the Creative Brief in the previous slide.

5-23