Advertising Management
Chapter 5
Lecturer – Md Shahedur Rahman
 The average person encounters more
than 600 advertisements per day –
delivered through an expanding variety
of media.
 Marketers now face a challenge:
 They can’t afford to design
communication for all the different
media – choices need to be made
 The messages must be designed to give
the company an edge in a highly
cluttered world
To be effective………
 The ad must be noticed
 It must then be remembered
 The message should incite some
kind of action (purchase,
change of brand loyalty, or at
least find a place in the longterm memory)
Ingredients of Effective Advertisements
 There are essentially 3 elements to
creating an effective ad:
 Development of a logical advertising
management scheme for the firm
 Thoughtful design of advertisements
 Careful selection of media
 Selecting media and designing ads
go hand in hand – one cannot be
performed without the other.
Overview of Advertising Management
 An advertising management program is the process of
preparing and integrating a company’s advertising
efforts with the overall IMC message.
 An effective program consists of 4 activities that combine to
form the advertising management process:
1. Review the company’s activities in light of advertising
management
2. Select an in-house or external advertising agency
3. Develop an advertising management strategy
4. Complete a creative brief
Advertising and the IMC Process
 Advertising is a part of IMC
 The role advertising plays varies by
company, products, and the marketing
goals established by the firm.
 For some products and companies,
advertising is the central focus and the
other components (Trade Promotions,
Consumers Promotions, and Personal
selling) support the ad campaign.
Advertising and the IMC Process
 For others, advertising may play a
secondary role, such as supporting the
national sales force, and a firm’s trade
promotion program.
 In both B2C and B2B scenarios, the key to
using advertising effectively is to see
advertising as one of the “spokes” in the
“wheel” of the promotional effort.
Choosing an Advertising Agency
 In-house advertising group Vs. External
advertising agency
 Lack of expertise
 Going Global
 Understanding of the product
Choosing an Advertising Agency
 The factors to consider are:
 The size of the Account ( Big or Small ?)
 Amount of money that can be spent on media ( 75-15 -10 or
25 -40-35 )
 Objectivity factor (Unbiased or ignore the unusual
effect)
 Complexity of the product (Complex or simple product)
 Creativity concerns (who is more creative ?)
External Advertising Agencies
 Boutique agencies to Full Service Agencies
 A Full-Service Ad Agency may provide:
 Consulting and giving advice on how to develop target





markets
Providing specialized services for business markets
Providing suggestions on how to project a strong
company image
Supplying assistance in selecting company logos and
slogans
Preparation of advertisements
Planning and purchasing media time and space
 Young & Rubicam’s “whole egg theory”
Steps in Selecting an Advertising
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 two or three viable agencies
Request creative pitch
Select Agency
Evaluation Criteria in Choosing an Ad Agency
1.
2.
3.
4.
5.
6.
7.
8.
9.
Size of the agency
Relevant experience of the agency
Conflicts of interest
Creative reputation and capabilities
Production capabilities (Printing –
Admaking )
Media purchasing capabilities ( Not all
the agencies getting the same rate )
Other services available
Client retention rates
Personal chemistry
Advertising Planning & Research
 General pre-planning input ( What and how we want to do it ?)
 Product-specific research
 Problem detection
 Deprivation (Got Milk?)
 Qualitative research
 Major Selling Idea / Big Idea
Role of Adv Account Executives
 The Account Exec is the key go-between for both the
advertising agency and the client.
 Generating stewardship reports.
 An account exec starts by getting a client brief for a project,
and ends after providing client with an evaluation report of
the campaign. For the client, the account exec is often the
face of the agency.
Role of Creatives
 Creatives are the people who actually develop and produce
advertisements.
 They appear to hold the glamour jobs in advertising
Communication Market Analysis
 2 important elements are outlined as part of the communication
market analysis:
 The media usage habits of people in the target market ( What
media our consumers use ?)
 The media utilized by the competing brands ( Coke and Pepsi )
Advertising Goals
 This is the second step of advertising planning – to establish and
clarify advertising goals.
 Most common advertising goals:
Building Brand Image (TOM, Top Choice)
Providing Information
Persuasion
Supporting Marketing Efforts (Part of a promotional campaign. Eg.
Buy now )
 Encouraging Action ( Last step from AIDA model)




Advertising Budget
 Now time to decide on media to be used, and the manner of
distribution as well.
 The tactics of distributing
 Advertising the most when sales are at peak seasons (pulsating
schedule or flighting)
 Advertising the most during low sales seasons (drumming up
business)
 Level amounts (Continuous campaign schedule)
Media Selection
 Media buying
 When media selection is
performed correctly and
messages are designed to fit with
the chosen media, the chances for
success greatly increase.
The Creative Brief
 Parts of a creative brief:
 The objective
 Increasing brand awareness, building brand image, increasing customer traffic, providing
quality information, etc.
 The target audience
 Males, 20 to 35, college educated, professionals
 The message theme
 USP
 The support
 20% better, 99.9% UV protection, 30% less cholesterol, etc.
 The constraints
 Legal
Midterm 1
Next Week!!
Please go through with the Text book