+
Overview of Advertising
Management
6-1
Advertising management program is the process of preparing
and integrating a company’s advertising efforts with the overall
IMC message that already exits. It involves:

Evaluating the role of advertising in the IMC program.

Selecting an in-house or external advertising agency.

Developing an advertising management strategy.

Developing a Creative Brief.
+
6-2
Establish Advertising
Communication Objectives
 To
build brand image and brand awareness
 “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 70% market
share in the soup
industry.
6-3
+
6-4
Select Media

Must match the target audience
+
6-5
Discuss Creative Brief
with Creative Department

Creatives use the brief to develop advertisements
+
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.
6-7
+
6-8
The Target
Market
The target
market for this
ad is females,
13-30, who
enjoy sports and
have an active
life style.
+
6-9
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.
+
6-10
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.
+
6-11
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.
+
6-12
Del Monte
Advertiseme
nt
Based on Creative
Brief in the
previous slide.
+
6-13
Taken From:

cmsu2.ucmo.edu/.../Ch06%20%20Advertising%20Management.ppt
+
Popular Ads
2013-2014
Print and Media
6-14
+
6-15
Creative Print Ads

http://www.boredpanda.com/creative-print-ads/
+
6-16
You Tube’s Popular Ads

http://adage.com/article/digital/youtube-s-popular-ads2014/296135/
+
6-17
Some of the Most Clever Ads by
Popular Brands

http://guff.com/some-of-the-most-clever-advertisements-bypopular-brands/
+
6-18
Colour

http://www.businessinsider.com/branding-and-thepsychology-of-color-2012-12?op=1

http://www.color-wheel-pro.com/color-meaning.html
+
6-19
If the writing is powerful enough,
you don’t need anything else.

http://www.buzzfeed.com/copyranter/10-brilliant-ads-thatare-all-just-words#.xtw0vw290b

http://advertising.about.com/od/copywriting/a/The-10Most-Powerful-Words-In-Advertising.htm
+
6-20
How to Start an Advertising
Campaign

http://www.entrepreneur.com/article/66016
+
6-21
A Friend’s Old Job

http://mccann.com

http://mccannlondon.co.uk