0. Advertising Management
Chapter 5

1. Chapter Objectives
Understand steps of effective advertising management.
Recognize when to use in-house advertising and when to employ an external agency.
Review the steps of effective advertising management.
Analyze functions performed by account executives and creatives.

2. Advertising Management
The process of preparing and integrating a company's advertising efforts with the overall IMC message.

3. Advertising Management

4. Advertising Management process
Evaluate role of advertising in IMC program.
Select in-house or external agency.
Develop advertising management strategy.
Develop creative brief.

5. In-House or Advertising Agency Decision Criteria
The size of the account
The media budget
Objectivity
Product complexity
Creative ability

6. Boutique ------------------ Full-service
External Agencies
Boutique   Full-service
Full-service agencies provide:
Consulting and giving advice about how to develop target markets
Providing suggestions on how to project a strong company image and theme
Assisting in selecting company logos and slogans
Preparation of advertisements
Planning and purchasing media time and space

7. Boutique ------------------ Full-service
External Agencies
Boutique   Full-service
Media service companies
Direct marketing agencies
Consumer and trade promotion specialists
Public relations firms

8. Whole Egg Theory New trend in advertising
Young and Rubicam Advertising Agency
Aim: To move from selling client's products to helping him attain total success in the marketplace
Integration of marketing approach.

9. Choosing an Agency Set goals. Select process and criteria.
Screen initial list of applicants.
Request client references.
Reduce list to 2-3 viable agencies.
Request creative pitch.
Select agency.

10. Evaluation Criteria Selecting Advertising Agency
Size of agency
Relevant experience
Conflicts of interest
Creative reputation
Product capabilities
Media purchasing capabilities
Other services available
Client retention rates
Personal chemistry

11. Advertising Planning and Research
General pre-planning input
Product specific-research
Major selling idea
Qualitative research(message)
Anthropology(product use)
Sociology(social class & trends)
Psychology(Motivation & learning)
Value and lifestyle model (VALS)
Personal drive analysis (PDA)

12. Key Advertising Personnel
Ad Agency
Creative directory
Creatives
Traffic manager
Media buyers
Media planners
Account Executive

13. Steps in Advertising Campaign Management
Review communication market analysis.
Establish advertising portion of IMC objectives.
Review advertising budget.
Select media.
Prepare creative brief.

14. Communication Market Analysis Review
Competitors
Opportunities
Target markets
Customers
Product positioning

15. Advertising Goals To build brand image To inform To persuade
Top of mind
First choice
To inform
To persuade
To support other marketing efforts
To encourage action

16. Advertising Budget Manner of Distribution
Continuous schedule (level moments)
Fighting schedule
Ads are presented only during peak times, and not at all during off seasons.
Pulsating schedule
continuous advertising and brusts of higher intensity during peak seasons.

17. Creative Brief The objective The target audience The message theme
The support
The constraints

18. Creative Brief The objective: -Increasing brand awareness.
-Build brand image
-Increase customer traffic
-Increase retailer or wholesaler orders
- Provide information

19. Creative Brief The Target Audience. The message theme:
-the benefit or promise the advertiser wants to use to reach consumers or businesses. (Unique selling proposition)

20. Creative Brief The Support (facts) The Constraints
Such as: Legal protection for trademarks, logos, and copy registrations.

21. Review
Questions (1-8, pages )
Key terms page 156.