Discussion Slide
5
Marketing Power
• What age are most of the females
in advertisements you have
noticed?
• Do you think the advertising
industry is reluctant to use older
women in ads? Why or why not?
• What type of products should older
women be used to promote? For
what products should they not be
used?
• Do you think the age of the person
in an ad makes a difference? If so,
why and to whom?
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5
Advertising Management
Chapter Overview
• Advertising management
• Choosing an advertising agency
• Advertising campaign management
• Communications market analysis
• Advertising objectives
• Advertising budget
• Media selection
• Creative brief
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FIGURE
5.1
An IMC Plan
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FIGURE
5.2
Advertising Overview
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Overview of Advertising Management
• Evaluate role of advertising in IMC program.
• Select in-house or external advertising
agency.
• Develop an advertising management strategy.
• Develop a Creative Brief.
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In-House vs Advertising Agency
Decision Variables
•
•
•
•
•
The size of the account
The media budget
Objectivity
Product complexity
Creative ability
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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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Whole Egg Theory
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Top Ten World Advertising Agencies
Agency
Markets Clients
McCann-Erickson Worldwide
DDB Worldwide
Grey Advertising
Ogilvy & Mather Worldwide
EURO RSCG Worldwide
J.Walter Thompson Co.
BBDO Worldwide
Y & R Advertising
Publicis Communication
D’Arcy Masius Benton & Bowles
58
40
45
33
29
27
32
27
23
21
1348
721
700
672
651
627
597
517
512
452
Source: http://www.adage.com/, February 12, 2002.
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Advertisement for
Ogilvy & Mather
Advertising
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Advertising Agencies of Coca-Cola
Bates Worldwide
D’Arcy Masius Benton & Bowles
EURO RSCG Worldwide
Leo Burnett Co.
Lowe & Partners Worldwide
McCann-Erickson Worldwide
Publicis Communication
Source: http://www.adage.com/
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FIGURE
5.3
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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FIGURE
5.4
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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Bozell Advertising Agency
handles the milk industry.
What other clients does
Bozell have? (Notice Bozell
only serves one firm per
industry)
http://www.bozell.com
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Leo Burnett Co.
Conflict of interest means agencies
do not serve competing firms.
Company
Industry
Coca-Cola Company
Fiat
Hallmark
H.J. Heinz
Kellogg
Kraft Foods
McDonald’s
Allstate Insurance
Beverage
Automobile
Greeting cards
Catsup
Cereal
Cheese
Fast food
Insurance
Source: http://www.leoburnett.com.
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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)
• Personal drive analysis (PDA)
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Key Advertising Personnel
Client
Marketing Manager
Client
Marketing Manager
Client
Marketing Manager
Account
Executive
Creative
Director
Creative
Creative
Traffic
Manager
Creative
Creative
Media
Buyers
&
Planners
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Angela Talley of DDB
Worldwide discusses the
work of the creative team
in advertising production.
Click picture to play movie.
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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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Promotions Opportunity Analysis
(From Chapter 5)
Communication Market Analysis
•
•
•
•
•
Competitors
Opportunities
Target markets
Customers
Product positioning
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FIGURE
5.5
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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In terms of soup,
Campbell Soup ranks
the highest in “top of
mind” as well as “top
choice.” As a result of
this brand image, they
enjoy a 43% market
share in the soup
industry.
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Example of Puffery
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Advertising Budget
Manner of Distribution
• Continuous schedule
• Flighting schedule
• Pulsating schedule
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FIGURE
5. 6
The Creative Brief
•
•
•
•
•
The objective
The target audience
The message theme
The support
The constraints
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The Objective
An advertisement for Bic designed to enhance
the brand’s image.
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The Target
Market
The target
market for this
ad is females,
13-30, who
enjoy sports and
have an active
life style.
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The Message
Theme
The message theme of
this milk advertisement
was that milk will provide
calcium. The calcium will
provide the customer
with benefit of strong
bones.
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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
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FIGURE
5. 7
Constraints: Australian Motor Vehicle Ad Code
•
•
•
•
•
•
Advertisements should not:
Depict or condone dangerous, illegal, aggressive,
or reckless driving.
Draw attention to the acceleration or speed
capabilities of a vehicle.
Depict speed, racing, or other forms of competitive
driving in any way associated with normal on-road
use of vehicles. (Such scenes should be clearly
identifiable as part of an organized motor sport.)
Show unsafe images of off-road driving.
Use fantasy, humor, or self-evident exaggeration to
bypass the code’s provisions.
Use disclaimers to justify including material that
doesn’t comply with the code.
Source: Maria Nguyen, “Best Media for Car Marketers,” B&T Weekly, Vol. 54, No. 2493 (October 15, 2004), p. 21.
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Creative Brief
After listening to this radio ad,
identify the various components
of the creative brief.
Click on speaker to play ad.
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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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 cent introductory coupon to encourage
usage.
• Constraints – copyright logo, toll free number, Web
site address, legal requirements of a coupon, and
what is meant by a small serving.
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Del Monte
Advertisement
Based on Creative
Brief in the
previous slide.
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