6
Chapter Six
Advertising Management
Perfect Pushup
6
• Alan Mills
• Navy Seal
• Functional Training
• The Perfect Pushup
• Created the BODYREV
company
• Infomercials
• Buzz marketing
• Advertising campaign
• Co-op advertising
www.bodyrev.com
6
Advertising Management
Chapter Overview
• Advertising management
• Choosing an advertising agency
• Advertising campaign management
• Communications market analysis
• Advertising goals
• Advertising budget
• Media selection
• Creative brief
FIGURE
6.1
Overview of IMC
FIGURE
6.2
Advertising Design Overview
Overview of Advertising Management
1. Review the company’s activities in light of
advertising management.
2. Select in-house or external advertising
agency.
3. Develop an advertising campaign
management strategy.
4. Develop a Creative Brief.
In-House vs. Advertising Agency
Decision Variables
•
•
•
•
•
The size of the account
The media budget
Objectivity
Product complexity
Creative ability
Money Spent on Media
75-15-10
75% - Media buys
15% - Creative work (agency)
10% - Ad production
External Agencies
Boutique
•
•
•
•
•
Full-Service
Advertising agencies
Media service companies
Direct marketing agencies
Consumer and trade promotion specialists
Public relations firms
Whole Egg Theory
Advertisement for
Ogilvy & Mather
Advertising
FIGURE
6.3
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.
FIGURE
6.4
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
Leo Burnett Co.
Conflict of interest means agencies
do not serve competing firms.
Company
General Motors
Hallmark
Kellogg’s
VISA
McDonald’s
Allstate
Gain
Source: www.leoburnett.com
Year Obtained
Industry
Account
Automobile
1971
Greeting cards
1988
Cereal
1949
Credit cards
1979
Fast food
1981
Insurance
1957
Detergent
2000
Grey Worldwide Advertising
Company
Sara Lee
Kraft Foods
Volkswagen
3M Corporation
Coca-Cola
Cannon
Playtex
Toshiba
Source: www.grey.com
Number of
Year Obtained
Countries
Account
21
1993
North America
2002
15
1998
14
1984
6
2004
5
1976
North America
1968
16
2007
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)
Advertising Planning and Research
at
Strawberry Frog Advertising Agency
Click to play clip from
Strawberry Frog: Inside
an Advertising Agency
VIDEO
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
Angela Talley of DDB
Worldwide discusses the
work of the creative team
in advertising production.
Click picture to play movie.
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
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
FIGURE
6.5
Advertising Goals
• To build brand image
• “Top of mind”
• “First choice”
• To inform
• To persuade
• To support other marketing efforts
• To encourage action
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.
Example of Persuasion
Advertising Budget
Manner of Distribution
• Continuous schedule
• Flighting schedule
• Pulsating schedule
FIGURE
6. 6
The Creative Brief
•
•
•
•
•
The objective
The target audience
The message theme
The support
The constraints
The Objective
An advertisement for Bic designed to enhance
the brand’s image.
The Target
Market
The target
market for this
ad is females,
13-30, who
enjoy sports and
have an active
life style.
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.
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
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
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?
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.
Del Monte
Advertisement
Based on the
Creative Brief in
the previous slide.