6

Advertising Management
Chapter Overview
Advertising management Choosing an advertising agency Advertising campaign management Communications market analysis Communication objectives Communication budget Media selection Creative brief
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Discussion Slide

Marketing Power
What age are most of the females in advertisements you have noticed? Do you think the advertising industry is reluctant to use older women in ads? Why or why not? What type of products should older women be used to promote? For what products should they not be used? Do you think the age of the person in an ad makes a difference? If so, why and to whom?
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FIGURE
An IMC Plan

6.1

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FIGURE

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Advertising Overview

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Overview of Advertising Management

Advertising management program is the process of preparing and integrating a companys advertising efforts with the overall IMC message that already exits. It involves:
Evaluating the role of advertising in the IMC program. Selecting an in-house or external advertising agency. Developing an advertising management strategy. Developing a Creative Brief.

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Evaluating the Role of Advertising in the IMC Program

Depends on product/service, goals and intended market.

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In-House vs Advertising Agency Decision Variables

The size of the account The media budget Objectivity Product complexity Creative ability

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Top Ten World Advertising Agencies

Agency
McCann-Erickson Worldwide DDB Worldwide Grey Advertising Ogilvy & Mather Worldwide EURO RSCG Worldwide J.Walter Thompson Co. BBDO Worldwide Y & R Advertising Publicis Communication DArcy Masius Benton & Bowles

Markets Clients
58 40 45 33 29 27 32 27 23 21 1348 721 700 672 651 627 597 517 512 452

Source: http://www.adage.com/, February 12, 2002.

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Advertisement for Olgilvy and Mather Advertising

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STOP

INTEGRATED LEARNING EXPERIENCE

Examples of External Agencies

Advertising agencies
Http://www.bbdo.com

Media services companies

Http://www.starcommedia.com

Direct marketing agencies

Http://www.kentmarketinggroup.com

Sales or trade promotion agencies

Http://www.salespromo.com
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Advertising Agencies of Coca-Cola, Inc.

Bates Worldwide DArcy Masius Benton & Bowles EURO RSCG Worldwide Leo Burnett Co. Lowe & Partners Worldwide McCann-Erickson Worldwide Publicis Communication

Source: http://www.adage.com/

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STOP

INTEGRATED LEARNING EXPERIENCE

Access Advertising Ages Web site. Http://www.adage.com Who are the top 25 world brand agencies? Who are the primary agencies being used by the large international firms? What accounts are up for renewal or open to bid?

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Bozell Advertising Agency handles the milk industry. What other clients does Bozell have? (Notice Bozell only serves one firm per industry)

http://www.bozell.com

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Leo Burnett Co.

Conflict of interest means agencies do not serve competing firms.

Company
Coca-Cola Company Fiat Hallmark H.J. Heinz Kellogg Kraft Foods McDonalds Allstate Insurance
Source: http://www.leoburnett.com.

Industry
Beverage Automobile Greeting cards Catsup Cereal Cheese Fast food Insurance

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Key Advertising Personnel

Client Marketing Manager Client Marketing Manager Client Marketing Manager

Account Executive Creative Director Traffic Manager Media Buyers & Planners

Creative

Creative

Creative

Creative

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Angela Talley of DDB Worldwide discusses the work of the creative team in advertising production.

Click picture to play movie.

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Steps in Advertising Campaign Management

1. Review communications market analysis. 2. Establish advertising portion of IMC objectives. 3. Review communications budget. 4. Select media. 5. Discuss Creative Brief with creative department.

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Review Communications Market Analysis

Conduct a Communication Market Analysis (Step 1 from Chapter 5)
Competitive analysis Opportunity analysis Target market analysis Customer analysis Positioning analysis

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Establish Advertising Communication Objectives

To build brand image and brand awareness Top of mind First choice To inform To persuade To support other marketing efforts To encourage action

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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 70% market share in the soup industry.

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Review Communications Budget Continuous schedule Flighting schedule Pulsating schedule

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Select Media

Must match the target audience

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Discuss Creative Brief with Creative Department

Creatives use the brief to develop advertisements

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FIGURE
The Creative Brief

6. 6

The objective. The target audience. The message theme The support. The constraints.

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The Objective

An advertisement for Bic designed to enhance the brands image.

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The Target Market

The target market for this ad is females, 13-30, who enjoy sports and have an active life style.

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The Message Theme

The message theme of this milk advertisement was that milk will provide calcium. The calcium will provide the customer with benefit of strong bones.

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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.

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The Constraints
Legal and mandatory restrictions placed on ads

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Creative Brief Del Monte

The Objective Increase awareness of the smallersize cans with pull-top lid. Target Audience senior citizens, especially those that live alone and suffer from arthritis. Message Theme The new cans not only contain a smaller portion but are easier to open. Support 30 cent introductory coupon to encourage usage. Constraints copyright logo, toll free number, website address, legal requirements of a coupon and what is meant by a small serve.

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Del Monte Advertisement

Based on Creative Brief in the previous slide.

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Building Your IMC Campaign

Select an advertising agency. Establish your IMC objectives. Decide on an IMC and advertising budget. What type of communications method will be used? Write creative briefs.
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