1. Advertising Management
Chapter 5

2. Advertising Design Overview
F I G U R E
Advertising 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 input
Product-specific research
Major selling idea
Qualitative research
Focus groups
Interviews
Observation
Value and lifestyle model (VALS)
Personal drive analysis (PDA)

5. 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.

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 schedule
Flighting schedule
Pulsating schedule

9. 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

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 “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

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. 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.

16. Del Monte Advertisement

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.