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Advertising Management Chapter 5. F I G U R E 5. 2 Advertising Design Overview.

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Presentation on theme: "Advertising Management Chapter 5. F I G U R E 5. 2 Advertising Design Overview."— Presentation transcript:

1 Advertising Management Chapter 5

2 F I G U R E 5. 2 Advertising Design Overview

3 Advertising Management Program O The process of preparing and integrating a company’s advertising efforts with other integrated marketing communications efforts.

4 Advertising Planning and Research O General pre-planning input O Product-specific research O Major selling idea O Qualitative research O Focus groups O Interviews O Observation O Value and lifestyle model (VALS)

5 Steps in Advertising Campaign Management O Conduct and review advertising research O Establish advertising portion of IMC objectives. What does we mean by this? O Review communications budget. O Select media based on target market. O Discuss Creative Strategy with appropriate parties.

6 Common Advertising Goals O To build brand image. O “Top of mind” O “First choice” O To inform. O To persuade. O To support other marketing communication efforts. O To encourage action. O 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 O Continuous schedule O Flighting schedule O Pulsating schedule

9 The Creative Strategy O Establish objective O Identification of target market/consumer O Create a message theme O Supporting Information O Identify constraints O Need a creative concept, or “big idea” to express that message O Examples: O United Church of Canada – wonder café campaign O O participatory-marketing-from-doritos-crash-the-super-bowl-and- cmo-ann-mukherjee participatory-marketing-from-doritos-crash-the-super-bowl-and- cmo-ann-mukherjee

10 The Objective An advertisement for Soft Scrub designed to enhance the brand’s image.

11 The Objective An advertisement for Bic designed to enhance the brand’s image.

12 The Message Theme O “Left brain” advertisement O Logical, rational side of brain O Manages numbers, letters, words, and concepts O Use rational appeal O “Right-brain” advertisement O Emotional side of brain O Manages abstract ideas, images, and feelings O Use emotional appeal

13 The Target Market The target market for this ad is females, 13- 16, who enjoy sports and have an active life style.

14 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.

15 O Depict or condone dangerous, illegal, aggressive, or reckless driving. O Draw attention to the acceleration or speed capabilities of a vehicle. O 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.) O Show unsafe images of off-road driving. O Use fantasy, humor, or self-evident exaggeration to bypass the code’s provisions. O 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: An example of Constraints: Australian Motor Vehicle Ad Code

16 Del Monte Advertisement

17 Creative Strategy - Del Monte O The Objective – Increase awareness of the smaller-size cans with pull-top lid. O Target Audience – senior citizens, especially those that live alone and suffer from arthritis and people wanting convenience. O Message Theme – The new cans not only contains a smaller portion but are easier to open/more convenient. O Support –illustration of how the lid comes off. O Constraints – copyright logo, legal requirements of a coupon and what is meant by a small serve.

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