5
Chapter Five
Advertising Management
5-1
FIGURE
5.2
Advertising Design Overview
5-2
In-House vs. Advertising Agency
Decision Variables
•
•
•
•
•
The size of the account
The media budget
Objectivity
Product complexity
Creative ability
5-3
Money Spent on Media
75-15-10
75% - Media buys
15% - Creative work (agency)
10% - Ad production
5-4
FIGURE
5.8
Advertising Goals
• To build brand image
• “Top of mind”: A top choice brand is the first
or second pick when a consumer reviews his
or her evoked set (possible purchasing
alternatives).
• To inform about a retail store’s hours, business
location, or detailed product specifications
• To persuade that a particular brand is superior
to other brands and changing consumer
attitudes
5-5
FIGURE
5.8
Advertising Goals
• To support other marketing efforts such trade
and consumer promotions (e.g., coupons,
sweepstakes)
• To encourage action in order to generate sales
leads.
5-6
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
5-7
FIGURE
5. 9
The Creative Brief
•
•
•
•
•
The objective
The target audience
The message theme
The support
The constraints
5-8
The Objective
• The first step in preparing the creative strategy is to
identify the objective of the advertisement.
• Some possible objectives may include:
•
•
•
•
•
Increase brand awareness
Build brand image
Increase customer traffic
Increase retailer or wholesaler orders
Provide information
5-9
The Target Audience
• The more detail that is known about the target
audience, the easier it is for a creative to design an
advertisement that will be effective.
5-10
The Target
Market
The target
market for this
ad is females,
13-30, who use
cosmetics
5-11
The Message Theme
• The message theme is the benefit or promise the
advertiser wants to use to reach consumers or
businesses.
• Message themes can be oriented toward either rational
or emotional processes.
5-12
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
5-13
Hemispheric Lateralization
Left Visual
Field
Right
Visual Field
Left
Hemisphere
Right
Hemisphere
-Numbers
-Music
-Words
-Pictures
14
The Support
• Support takes the form of the facts, which
substantiate the message theme.
• Examples of support can be:
• Independent medical findings
• Testimonials from patients
• Or other supporting facts
5-15
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
5-16
The Constraints
• Constraints deal with legal and mandatory
restrictions for ads, or company imposed
requirements. They include:
• Legal protection for trademarks, logos, and copy
registrations.
• Disclaimers about warranties, in which the disclaimer
specifies the conditions under which they will be honored.
• Disclaimers about offers spell out the terms of financing
agreements, as well as when bonuses or discounts apply.
• Disclaimers about claims identify the exact nature of the
statement made in the advertisement.
5-17
Del Monte
Advertisement
Based on the
Creative Brief in
the previous slide.
5-18
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.
5-19