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Advertising
Management
Chapter 5
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Chapter Overview
• Advertising management
• Choosing an advertising agency
• Advertising campaign management
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Communications market analysis
Advertising goals
Advertising budget
Media selection
Creative brief
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FIGURE
5 . 1 IMC Overview
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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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Money Spent on Media
75% - Media buys
15% - Creative work (agency)
10% - Ad production
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In-House or Advertising Agency
Decision Criteria
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The size of the account
The media budget
Objectivity
Product complexity
Creative ability
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External Agencies
Boutique ------------------ Full-service
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Advertising agencies
Media service companies
Direct marketing agencies
Consumer and trade promotion
specialists
• Public relations firms
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Whole Egg Theory
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New trend in advertising
Young and Rubicam Ad Agency
Total success in the marketplace
Integration of marketing approach.
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Conflicts of Interest
Leo Burnett Co.
Company
General Motors
Hallmark
Kellogg’s
VISA
McDonald’s
Allstate
Gain
agencies do not serve competing firms.
Year Obtained
Industry
Account
Automobile
1971
Greeting cards
1988
Cereal
1949
Credit cards
1979
Fast food
1981
Insurance
1957
Detergent
2000
Source: www.leoburnett.com.
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Global Reach
Grey Worldwide Advertising
Company
Sara Lee
Kraft Foods
Volkswagen
3M Corporation
Coca-Cola
Cannon
Playtex
Toshiba
# of
Year Obtained
Countries
Account
21
1993
North America
2002
15
1998
14
1984
6
2004
5
1976
North America
1968
16
2007
Source: www.grey.com.
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Choosing an Agency
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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.
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Evaluation Criteria
Selecting Advertising Agency
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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)
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Key Advertising Personnel
Client
Marketing Manager
Client
Marketing Manager
Client
Marketing Manager
Account
Executive
Creative
Director
Creative
Creative
Traffic
Manager
Creative
Media
Buyers
&
Planners
Creative
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Steps in Advertising Campaign
Management
1. Review communication market
analysis.
2. Establish advertising portion of IMC
objectives.
3. Review advertising budget.
4. Select media.
5. Prepare creative brief.
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1. Communication Market Analysis
Review
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Competitors
Opportunities
Target markets
Customers
Product positioning
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2. Advertising Goals
• To build brand image
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 Top of mind
 First choice
To inform
To persuade
To support other marketing efforts
To encourage action
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3. Advertising Budget
Manner of Distribution:
• Continuous schedule
• Flighting schedule
• Pulsating schedule
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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
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Creative Brief
What is . . .
• The objective
• The target audience
• The message theme
• The support
• The constraints
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The Support
The support claims
highlighted in this
advertisement is that
MicroThins are:
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30% thinner
40% lighter
4 times more scratch resistant
10 times more impact resistant
99.9% UV protection
Anti-reflective
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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¢ intro coupon to encourage usage.
• Constraints – copyright logo, toll free #, Web site,
legal requirements of a coupon, and what is meant
by a small serving.
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Del Monte
Advertisement
Based on the
Creative Brief
in the
previous slide.
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