1. Advertising Management
Chapter 6 with Duane Weaver

2. OUTLINE Advertising Management Choosing an Ad Agency
Advertising Planning and Research
Role of Ad Agency Account Execs
Role of Ad Agency Creatives
Communication Market Analysis
Communications Budget
Creative Brief

3. Advertising Management
Advertising Management Program:
…process of preparing and integrating a company’s advertising efforts within the overall IMC message…
Advertising Strategy
Media Selection
Message Strategy
Appeals
Executional Framework

4. Choosing an Ad Agency
Advertising Expenditure: Media Time/Space, Ad Agency Commission, Media Production (big vs. small advertising accounts)
Get together in your teams and select a “product” or “service” you might want to promote…then:
thinking about your market competition and the relevant strategic message you might want to employ… define the “criteria” you think would be most important in selecting your advertising agency. Summarize and be prepared to discuss your findings with the class.

5. Advertising Planning and Research
Getting together with the Ad Agency to develop the campaign:
Pre-planning Input
Get to know the company (books, research, product use, people)
Product-specific Research
Consumer testing – “problem detection” and “major selling idea” - Strengths and Weaknesses
Qualitative Research
Focus Group Studies with market segment representation:
anthropology (direct observation)
sociology (social issues, trends, cohorts, family cycles)
psychology (motivation, cognition, and learning)… VALS – psychological model to predict buyer behavior… Personal Drive Analysis (PDA)

6. Role of Ad Agency Account Execs
Solicit Client
Liaison between client and creative (interpretation and management of strategic plan, information collection and dissemination, relationship connectivity)
Provide status opportunities to facilitate client comprehension on the value of expenditures
Manage the sales process and revenue stream

7. Role of Ad Agency “Creatives”
Those that develop the actual Ad
May involve:
Creative Director
Artisans
Graphic Artists
Agency Staff or Free Lancers
Tend to work long hours under pressure (deadlines) and repetition/reiteration of concept development

8. CAMPAIGN MANAGEMENT: 1. Communication Market Analysis
Competitive Analysis
Opportunity Analysis
Target Market Analysis (proposed client base)
Customer Analysis (current client base)
Positioning Analysis (current and intended perception review)
Media Usage Analysis (target market and related competitive media employed)

9. CAMPAIGN MANAGEMENT: 2. Communication Objectives
Define Advertising Goals
E.g.:
Building Brand Image
Informing
Persuading
Encourage Action
Integration of other marketing efforts

10. CAMPAIGN MANAGEMENT: 3. Communications Budget
Budget Allocation based on objectives
Looking at Reach/Frequency and Timing
Reach
Frequency
Timing _ pulsate, flighting, continuous

11. CAMPAIGN MANAGEMENT: 4. Media Selection
Strategic and Tactical decisions:
Message refinement
Advert design & development (can be long process)
Media tools and Media spot buys

12. CAMPAIGN MANAGEMENT: 5. Creative Brief
Objective
Target Audience
Message Theme
Support (evidence)
Constraints (legal, regulatory, physics-reality)

13. Team Challenge
Thinking of the product/service you choose previously when selecting your ad agency…get together in your groups and come up with:
Intended Message
Target Market within Nanaimo
Communication Objectives
Allocation of $40,000 Ad Budget
Description what media the competition in Nanaimo currently uses
Define proposed Media Tools you would use and why those might work for your target market
Next week…share your findings with the class

14. Thanks!