2 Advertising Design Overview F I G U R EAdvertising Design Overview
3 Advertising Management Program The process of preparing and integrating a company’s advertising efforts with other integrated marketing communications efforts.
4 Advertising Planning and Research General pre-planning inputProduct-specific researchMajor selling ideaQualitative researchFocus groupsInterviewsObservationValue and lifestyle model (VALS)Personal drive analysis (PDA)
5 Steps in Advertising Campaign Management Review communications market analysis (from Chapter 4).Competitive analysisOpportunity analysisTarget market analysisCustomer analysisPositioning analysisEstablish advertising portion of IMC objectives. What do we mean by this?Review communications budget.Select media.Discuss Creative Strategy with appropriate parties.
6 Common Advertising Goals To build brand image.“Top of mind”“First choice”To inform.To persuade.To support other marketing communication efforts.To encourage action.To change perceptions and images.
7 In terms of soup, Campbell Soup ranks the highest in “top of mind” as well as “top choice.” As a result of this brand image, they enjoy a 43% market share in the soup industry.
8 Communications Budget – Manner of Distribution Continuous scheduleFlighting schedulePulsating schedule
9 The Creative Strategy Establish objective Identification of target market/consumerCreate a message themeSupporting InformationIdentify constraintsNeed a creative concept, or “big idea” to express that messageExamples:United Church of Canada – wonder café campaign
10 The ObjectiveAn advertisement for Soft Scrub designed to enhance the brand’s image.
11 The ObjectiveAn advertisement for Bic designed to enhance the brand’s image.
12 The Message Theme “Left brain” advertisement Logical, rational side of brainManages numbers, letters, words, and conceptsUse rational appeal“Right-brain” advertisementEmotional side of brainManages abstract ideas, images, and feelingsUse emotional appeal
13 The Target MarketThe target market for this ad is females, 13-16, who enjoy sports and have an active life style.
14 The SupportThe support claims highlighted in this advertisement is that MicroThins are:30% thinner40% lighter4 times more scratch resistant10 times more impact resistant99.9% UV protectionanti-reflective.
15 An example of Constraints: Australian Motor Vehicle Ad Code Advertisements should not:Depict or condone dangerous, illegal, aggressive, or reckless driving.Draw attention to the acceleration or speed capabilities of a vehicle.Depict speed, racing, or other forms of competitive driving in any way associated with normal on-road use of vehicles. (Such scenes should be clearly identifiable as part of an organized motor sport.)Show unsafe images of off-road driving.Use fantasy, humor, or self-evident exaggeration to bypass the code’s provisions.Use disclaimers to justify including material that doesn’t comply with the code.Source: Maria Nguyen, “Best Media for Car Marketers,” B&T Weekly, Vol. 54, No (October 15, 2004), p. 21.
17 Creative Strategy Del 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 and people wanting convenience.Message Theme – The new cans not only contains a smaller portion but are easier to open/more convenient.Support –illustration of how the lid comes off.Constraints – copyright logo, legal requirements of a coupon and what is meant by a small serve.