Professional Documents
Culture Documents
Advtsng Agency
Advtsng Agency
Chapter 5
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Chapter Overview
Advertising management Choosing an advertising agency Advertising campaign management
Communications market analysis Advertising goals Advertising budget Media selection Creative brief
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FIGURE
5 . 1 IMC Overview
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Advertising Management
Evaluate role of advertising in IMC program. Select in-house or external agency. Develop advertising management strategy. Develop creative brief.
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External Agencies
Boutique ------------------ Full-service Advertising agencies Media service companies Direct marketing agencies Consumer and trade promotion specialists Public relations firms
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New trend in advertising Young and Rubicam Ad Agency Total success in the marketplace Integration of marketing approach.
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Conflicts of Interest
Leo Burnett Co.
Company General Motors Hallmark Kelloggs VISA McDonalds Allstate Gain
agencies do not serve competing firms.
Year Obtained Industry Account Automobile 1971 Greeting cards 1988 Cereal 1949 Credit cards 1979 Fast food 1981 Insurance 1957 Detergent 2000
Source: www.leoburnett.com.
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Global Reach
Grey Worldwide Advertising
Obtained Company # of Year Countries 1993 2002 1998 1984 2004 1976 1968 2007
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Account Sara Lee 21 Kraft Foods North America Volkswagen 15 3M Corporation 14 Coca-Cola 6 Cannon 5 Playtex North America Toshiba www.grey.com. 16 Source:
Choosing an Agency
1. 2. 3. 4. 5. Set goals. Select process and criteria. Screen initial list of applicants. Request client references. Reduce list to 2-3 viable agencies. 6. Request creative pitch. 7. Select agency.
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Evaluation Criteria
Account Executive Creative Director Traffic Manager Media Buyers & Planners
Creative
Creative
Creative
Creative
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2. Advertising Goals
To build brand image To inform To persuade To support other marketing efforts To encourage action
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3. Advertising Budget
Manner of Distribution:
Continuous schedule Flighting schedule Pulsating schedule
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Right-brain advertisement
Creative Brief
What is . . . The objective The target audience The message theme The support The constraints
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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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