Advertising Management Chapter 5
Advertising Design Overview F I G U R E 5 . 2 Advertising Design Overview
Advertising Management Program The process of preparing and integrating a company’s advertising efforts with other integrated marketing communications efforts.
Advertising Planning and Research General pre-planning input Product-specific research Major selling idea Qualitative research Focus groups Interviews Observation Value and lifestyle model (VALS) Personal drive analysis (PDA)
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.
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.
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.
Communications Budget – Manner of Distribution Continuous schedule Flighting schedule Pulsating schedule
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[cp-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 Message Theme “Left brain” advertisement Logical, rational side of brain Manages numbers, letters, words, and concepts Use rational appeal “Right-brain” advertisement Emotional side of brain Manages abstract ideas, images, and feelings Use emotional appeal
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.
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. 2493 (October 15, 2004), p. 21.
Del Monte Advertisement
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.