Download - Advertising Management Chapter 5 5-1 Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall.

Advertising Management

Chapter 5

5-1Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall

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Chapter Objectives1. What activities are involved in advertising

management?2. What roles do the company’s overall mission,

products, and services play in advertising programs?

3. When is it best to use an in-house advertising approach and when is it better to employ an external agency?

4. What are the steps of an effective advertising campaign management program?

5. How should the functions performed by the advertising account executives and the advertising creative interact in preparing an advertising campaign?

Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall

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The Perfect Pushup


• Alan Mills Navy Seal Functional Training

• The Perfect Pushup• Created the BODYREV

company• Infomercials• Buzz marketing• Advertising campaign• Co-op advertising

Chapter Overview

Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 4-4

• Advertising management• Choosing an advertising agency• Advertising campaign management

Communications market analysis Advertising goals Advertising budget Media selection Creative brief

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Advertising Management

• Evaluate role of advertising in IMC program.

• Select in-house or external agency.• Develop advertising management

strategy.• Develop creative brief.


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In-House or Advertising Agency

Decision Criteria

• The size of the account

• The media budget• Objectivity• Product complexity• Creative ability


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External Agencies

• Advertising agencies• Media service companies• Direct marketing agencies• Consumer and trade

promotion specialists• Public relations firms

Boutique ------------------ Full-service


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Whole Egg Theory

• New trend in advertising• Young and Rubicam Ad Agency• Total success in the

marketplace• Integration of marketing

approach.


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Choosing an Agency

1. Set goals.2. Select process and criteria.3. Screen initial list of applicants.4. Request client references.5. Reduce list to 2-3 viable

agencies.6. Request creative pitch.7. Select agency.


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Evaluation CriteriaSelecting 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


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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)


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Key Advertising Personnel


• Creatives• Account managers• Traffic managers• Media planners• Media buyers

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• Review communication market analysis.• Establish advertising portion of IMC

objectives.• Review advertising budget.• Select media.• Prepare creative brief.


Steps in Advertising Campaign Management

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Communication Market AnalysisReview

• Competitors• Opportunities• Target markets• Customers• Product positioning


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• To build brand image Top of mind First choice

• To inform• To persuade• To support other marketing

efforts• To encourage action


Advertising Goals

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Advertising Budget

• Continuous schedule• Flighting schedule• Pulsating schedule

Manner of Distribution

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Creative Brief

• The objective• The target audience• The message theme• The support• The constraints


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Left – Right Brain Ads


• “Left brain” advertisement Logical, rational side of brain Manages numbers, letters, words, and

concepts Rational appeal

• “Right-brain” advertisement Emotional side of brain Manages abstract ideas, images, and

feelings Emotional appeal