Advertising Management

Chapter 6 with Duane Weaver

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

Advertising Management

Advertising Management Program:

process of preparing and integrating a
companys advertising efforts within the overall
IMC message
Advertising

Strategy
Media Selection
Message Strategy
Appeals
Executional Framework

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 promotethen:
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.

Advertising Planning and Research

1.

Getting together with the Ad Agency to develop the

campaign:
Pre-planning Input

2.

Product-specific Research

3.

Get to know the company (books, research, product

use, people)
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)

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

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

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)

CAMPAIGN MANAGEMENT:
2. Communication Objectives

Define Advertising Goals

E.g.:
Building

Brand Image
Informing
Persuading
Encourage Action
Integration of other marketing efforts

CAMPAIGN MANAGEMENT:
3. Communications Budget

Budget Allocation based on

objectives
Looking at Reach/Frequency and
Timing
Reach
Frequency
Timing

_ pulsate, flighting, continuous

CAMPAIGN MANAGEMENT:
4. Media Selection

Strategic and Tactical decisions:

Message

refinement
Advert design & development (can be
long process)
Media tools and Media spot buys

CAMPAIGN MANAGEMENT:
5. Creative Brief

Objective
Target Audience
Message Theme
Support (evidence)
Constraints (legal, regulatory,
physics-reality)

Team Challenge

Thinking of the product/service you choose

previously when selecting your ad agencyget
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 weekshare your findings with the class

Thanks!