Advertising Management Chapter 5 Chapter Objectives 1 Understand

Advertising Management Chapter 5

Chapter Objectives 1. Understand steps of effective advertising management. 2. Recognize when to use in-house advertising and when to employ an external agency. 3. Review the steps of effective advertising management. 4. Analyze functions performed by account executives and creatives. 1

Marketing Power • • Women over 40 Buying potential Targeting women over 40 Buying habits include § Affluence § Self-indulgence § Comfort 2

Advertising Management • Evaluate role of advertising in IMC program. • Select in-house or external agency. • Develop advertising management strategy. • Develop creative brief. 3

In-House or Advertising Agency Decision Criteria • • • The size of the account The media budget Objectivity Product complexity Creative ability 4

External Agencies Boutique --------- Full-service • • Advertising agencies Media service companies Direct marketing agencies Consumer and trade promotion specialists • Public relations firms 5

Whole Egg Theory • New trend in advertising • Young and Rubicam Advertising Agency • Total success in the marketplace • Integration of marketing approach. 6

Choosing an 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 2 -3 viable agencies. Request creative pitch. Select agency. 7

Evaluation Criteria Selecting Advertising Agency • • • Size of agency Relevant experience Conflicts of interest Creative reputation Product capabilities Media purchasing capabilities Other services available Client retention rates Personal chemistry 8

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) 9

Key Advertising Personnel Ad Agency • Creative directory § Creatives Account Executive • Traffic manager § Media buyers § Media planners 10

Steps in Advertising Campaign Management • Review communication market analysis. • Establish advertising portion of IMC objectives. • Review advertising budget. • Select media. • Prepare creative brief. 11

Communication Market Analysis Review • • • Competitors Opportunities Target markets Customers Product positioning 12

Advertising Goals • To build brand image § Top of mind § First choice • To inform • To persuade • To support other marketing efforts • To encourage action 13

Advertising Budget Manner of Distribution • Continuous schedule • Flighting schedule • Pulsating schedule 14

Creative Brief • • • The objective The target audience The message theme The support The constraints 15