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FIGURE
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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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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New trend in advertising Young and Rubicam Ad Agency Total success in the marketplace Integration of marketing approach.
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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.
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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.
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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.
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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
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Account Executive Creative Director Traffic Manager Media Buyers & Planners
Creative
Creative
Creative
Creative
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2. Advertising Goals
To build brand image To inform To persuade To support other marketing efforts To encourage action
Top of mind First choice
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3. Advertising Budget
Manner of Distribution:
Continuous schedule Flighting schedule Pulsating schedule
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Left
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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Constraints copyright logo, toll free #, Web site, legal requirements of a coupon, and what is meant by a small serving.
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