Ch06 - Advertising Management

7/31/2019 Ch06 - Advertising Management

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6-1

Advertising

Management

• Advertising management• Choosing an advertising agency

• Advertising campaign management

• Communications market analysis

• Communication objectives• Communication budget

• Media selection

• Creative brief

6 Chapter Overview



6-2

Marketing Power

• What age are most of the femalesin advertisements you havenoticed?

• Do you think the advertisingindustry is reluctant to use older women in ads? Why or why not?

• What type of products should older

women be used to promote? For what products should they not beused?

• Do you think the age of the personin an ad makes a difference? If so,

why and to whom?

Discussion Slide

6



6-3

F I G U R E 6 . 1

An IMC Plan



6-4

F I G U R E 6 . 2

Advertising Overview



6-5

Overview of Advertising Management

Advertising management program is theprocess of preparing and integrating acompany’s advertising efforts with the

overall IMC message that already exits. Itinvolves:

• 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.



6-6

Evaluating the Role ofAdvertising in the IMC Program

• Depends on product/service, goals and

intended market.



6-7

In-House vs Advertising AgencyDecision Variables

• The size of the account

• The media budget• Objectivity

• Product complexity

• Creative ability



6-8

Top Ten World Advertising Agencies

Source: http://www.adage.com/, February 12, 2002.

McCann-Erickson Worldwide 58 1348

DDB Worldwide 40 721

Grey Advertising 45 700

Ogilvy & Mather Worldwide 33 672

EURO RSCG Worldwide 29 651

J.Walter Thompson Co. 27 627

BBDO Worldwide 32 597

Y & R Advertising 27 517

Publicis Communication 23 512D’Arcy Masius Benton & Bowles 21 452

Agency Markets Clients

http://www.adage.com/




6-9

Advertisement for

Olgilvy and Mather

Advertising



6-10

Examples of External Agencies

• Advertising agencies• Http://www.bbdo.com

• Media services companies• Http://www.starcommedia.com

• Direct marketing agencies• Http://www.kentmarketinggroup.com

• Sales or trade promotionagencies• Http://www.salespromo.com

INTEGRATED LEARNING EXPERIENCESTOP

http://www.bbdo.com/

http://www.starcommedia.com/

http://www.kentmarketinggroup.com/

http://www.salespromo.com/

http://www.salespromo.com/

http://www.kentmarketinggroup.com/

http://www.starcommedia.com/

http://www.bbdo.com/


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Advertising Agencies ofCoca-Cola, Inc.

Source: http://www.adage.com/

Bates Worldwide

D’Arcy Masius Benton & Bowles

EURO RSCG WorldwideLeo Burnett Co.

Lowe & Partners Worldwide

McCann-Erickson Worldwide

Publicis Communication



• Access Advertising Age’s Web site.

• Http://www.adage.com

• Who are the top 25 world brand agencies?

• Who are the primary agencies being used by the

large international firms?

• What accounts are up for renewal or open to bid?

INTEGRATED LEARNING EXPERIENCESTOP





Bozell Advertising Agency

handles the milk industry.

What other clients does

Bozell have? (Notice Bozellonly serves one firm per

industry)

http://www.bozell.com

http://www.bozell.com/

http://www.bozell.com/



Leo Burnett Co.

Conflict of interest means agencies

do not serve competing firms.

Source: http://www.leoburnett.com.

Company Industry

Coca-Cola Company Beverage

Fiat Automobile

Hallmark Greeting cards

H.J. Heinz Catsup

Kellogg Cereal

Kraft Foods CheeseMcDonald’s Fast food

Allstate Insurance Insurance

http://www.leoburnett.com/

http://www.leoburnett.com/



Key Advertising Personnel

ClientMarketing Manager

AccountExecutive



Creative Creative Creative Creative

Creative

Director Traffic

Manager

Media

Buyers&

Planners



Angela Talley of DDB

Worldwide discusses thework of the creative team

in advertising production.

Click picture to play movie.



Steps in AdvertisingCampaign Management

1. Review communications market analysis.

2. Establish advertising portion of IMC

objectives.3. Review communications budget.

4. Select media.

5. Discuss Creative Brief with creativedepartment.



Review CommunicationsMarket Analysis

Conduct a Communication Market Analysis(Step 1 from Chapter 5)

• Competitive analysis

• Opportunity analysis

• Target market analysis

• Customer analysis

• Positioning analysis



• To build brand image and brand awareness

• “Top of mind”

• “First choice” • To inform

• To persuade

• To support other marketing efforts

• To encourage action

Establish AdvertisingCommunication Objectives



In terms of soup,

Campbell Soup ranks

the highest in “top of

mind” as well as “topchoice.” As a result of

this brand image, they

enjoy a 70% market

share in the soupindustry.



Review Communications Budget

• Continuous schedule

• Flighting schedule• Pulsating schedule



Select Media

• Must match the target audience



Discuss Creative Brief

with Creative Department

• Creatives use the brief to developadvertisements



• The objective.

• The target audience.• The message theme

• The support.

• The constraints.

F I G U R E 6. 6

The Creative Brief

Th Obj i



The Objective

An advertisement for Bic designed to enhance

the brand’s image.



The TargetMarket

The target

market for this

ad is females,

13-30, who

enjoy sports and

have an active

life style.



The MessageTheme

The message theme of

this milk advertisement

was that milk will provide

calcium. The calcium willprovide the customer

with benefit of strong

bones.



The Support

The support claimshighlighted 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.



The Constraints

• Legal and mandatory restrictions placed

on ads



Creative BriefDel Monte

• The Objective – Increase awareness of the smaller-size 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 encourageusage.

• Constraints – copyright logo, toll free number,website address, legal requirements of a coupon andwhat is meant by a small serve.



6-31

Del MonteAdvertisement

Based on Creative

Brief in the

previous slide.



• Select an advertising agency.

• Establish your IMC objectives.

• Decide on an IMC and advertising

budget.

• What type of communications methodwill be used?

• Write creative briefs.

Building Your IMC Campaign

Ch06 - Advertising Management

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