Presentation on theme: "Advertising Management Chapter 5. Advertising Management Program The process of preparing and integrating a company’s advertising efforts with other integrated."— Presentation transcript:
Advertising Management Program The process of preparing and integrating a company’s advertising efforts with other integrated marketing communications efforts.
Steps in Advertising Campaign Management Review communications market analysis (from Chapter 4). Competitive analysis Opportunity analysis Target market analysis Customer analysis Positioning analysis Establish advertising portion of IMC objectives. What do we mean by this? Review communications budget. Select media. Discuss Creative Strategy with appropriate parties.
Advertising Goals To build brand image. “Top of mind” “First choice” To inform. To persuade. To support other marketing communication efforts. To encourage action.
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 70% market share in the soup industry.
Marketing to Children Right or Wrong? Factors to consider: Size of market. Building brand awareness. Mental capacity of children Role of parents http://www.youtube.com/watc h?v=TijcoS8qHIE http://www.youtube.com/watc h?v=TijcoS8qHIE Should advertising to children be regulated? Why or Why not?
What’s Happening! Consistency in a campaign – the next 3 ads http://www.youtube.com/watch?v=2ZK-aBSinj0&feature=related http://www.youtube.com/watch?v=LRdebJrwn2s&feature=relate d http://www.youtube.com/watch?v=LRdebJrwn2s&feature=relate d http://www.youtube.com/watch?v=yTuv9zkAxY8 http://www.youtube.com/watch?v=E0JPOKwWhg4&feature=rela ted http://www.youtube.com/watch?v=E0JPOKwWhg4&feature=rela ted http://www.brandfreak.com/2009/02/trojan-knows-what-she- wants-for-valentines-day-gonorrhea.html http://www.brandfreak.com/2009/02/trojan-knows-what-she- wants-for-valentines-day-gonorrhea.html http://www.youtube.com/watch?v=e9OLdtUAyAc http://www.youtube.com/watch?v=HmpE_fQpwIA&feature=relat ed http://www.youtube.com/watch?v=HmpE_fQpwIA&feature=relat ed www.peerintoasoul.cawww.peerintoasoul.ca (good example of IMC) http://www.youtube.com/watch?v=TijcoS8qHIE
The Creative Strategy Establish objective Identification of target market/consumer Create a message theme Supporting Information Identify constraints Need a creative concept, or “big idea” to express that message Examples: United Church of Canada – wonder café campaign www.wondercafe.ca www.dove.ca http://www.dove.ca/en#/features/videos/video_gallery.aspx[c p-documentid=11248870 http://www.dove.ca/en#/features/videos/video_gallery.aspx[c p-documentid=11248870
The Objective An advertisement for Soft Scrub designed to enhance the brand’s image.
The Objective An advertisement for Bic designed to enhance the brand’s image.
The Target Market The target market for this ad is females, 13-16, who enjoy sports and have an active life style.
The Support The support claims highlighted 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.
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. 2493 (October 15, 2004), p. 21. Advertisements should not: F I G U R E 5. 7 Constraints: Australian Motor Vehicle Ad Code
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.