Advertising
Management
Chapter 5
FIGURE
5.2
Advertising Design Overview
Advertising Management
Program
O The process of preparing and integrating a company’s
advertising efforts with other integrated marketing
communications efforts.
Advertising Planning and Research
O General pre-planning input
O Product-specific research
O Major selling idea
O Qualitative research
O Focus groups
O Interviews
O Observation
O Value and lifestyle model (VALS)
Steps in Advertising Campaign
Management
O Conduct and review advertising research
O Establish advertising portion of IMC objectives. What does
we mean by this?
O Review communications budget.
O Select media based on target market.
O Discuss Creative Strategy with appropriate parties.
Common Advertising Goals
O To build brand image.
O “Top of mind”
O “First choice”
O To inform.
O To persuade.
O To support other marketing communication efforts.
O To encourage action.
O To change perceptions and images.
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.
Communications Budget – Manner of
Distribution
O Continuous schedule
O Flighting schedule
O Pulsating schedule
The Creative Strategy
O Establish objective
O Identification of target market/consumer
O Create a message theme
O Supporting Information
O Identify constraints
O Need a creative concept, or “big idea” to express that message
O Examples:
O United Church of Canada – wonder café campaign
O www.wondercafe.ca
O http://www.fastcocreate.com/1679605/5-lessons-in-
participatory-marketing-from-doritos-crash-the-super-bowl-andcmo-ann-mukherjee
The Objective
An advertisement for Soft
Scrub designed to enhance
the brand’s image.
The Objective
An advertisement for Bic designed to enhance
the brand’s image.
The Message Theme
O “Left brain” advertisement
O Logical, rational side of brain
O Manages numbers, letters, words, and concepts
O Use rational appeal
O “Right-brain” advertisement
O Emotional side of brain
O Manages abstract ideas, images, and feelings
O Use emotional appeal
The Target Market
The target market for
this ad is females, 1316, who enjoy sports
and have an active
life style.
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.
An example of Constraints: Australian Motor
Vehicle Ad Code
Advertisements should not:
O Depict or condone dangerous, illegal, aggressive, or reckless
O
O
O
O
O
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.
Del Monte
Advertisement
Creative Strategy - Del Monte
O The Objective – Increase awareness of the smaller-size cans
O
O
O
O
with pull-top lid.
Target Audience – senior citizens, especially those that live
alone and suffer from arthritis and people wanting
convenience.
Message Theme – The new cans not only contains a smaller
portion but are easier to open/more convenient.
Support –illustration of how the lid comes off.
Constraints – copyright logo, legal requirements of a coupon
and what is meant by a small serve.