Advertising

Management

Chapter 5
 Chapter Objectives
1. Understand steps of effective
advertising management.
2. Recognize when to use in-house
advertising and when to employ an
external agency.
3. Review the steps of effective
advertising management.
4. Analyze functions performed by
account executives and creatives.

5-2
 Marketing Power

• Women over 40
• Buying potential
• Targeting women over 40
• Buying habits include
 Affluence
 Self-indulgence
 Comfort
5-3
 Advertising Management

• Evaluate role of advertising in IMC

program.
• Select in-house or external agency.
• Develop advertising management
strategy.
• Develop creative brief.

5-4
In-House or Advertising Agency
Decision Criteria

• The size of the account

• The media budget
• Objectivity
• Product complexity
• Creative ability

5-5
 External Agencies
Boutique ------------------ Full-service

• Advertising agencies
• Media service companies
• Direct marketing agencies
• Consumer and trade
promotion specialists
• Public relations firms

5-6
 Whole Egg Theory
• New trend in advertising
• Young and Rubicam Advertising
Agency
• Total success in the marketplace
• Integration of marketing approach.

5-7
 Choosing an Agency
1. Set goals.
2. Select process and criteria.
3. Screen initial list of applicants.
4. Request client references.
5. Reduce list to 2-3 viable agencies.
6. Request creative pitch.
7. Select agency.

5-8
 Evaluation Criteria
Selecting Advertising Agency
• Size of agency
• Relevant experience
• Conflicts of interest
• Creative reputation
• Product capabilities
• Media purchasing capabilities
• Other services available
• Client retention rates
• Personal chemistry

5-9
Advertising Planning and Research

• General pre-planning input

• Product specific-research
 Major selling idea
• Qualitative research
 Anthropology
 Sociology
 Psychology
• Value and lifestyle model (VALS)
• Personal drive analysis (PDA)

5 - 10
 Key Advertising Personnel

Ad Agency
• Creative directory
 Creatives
Account
• Traffic manager
Executive
 Media buyers
 Media planners

5 - 11
Steps in Advertising Campaign
Management

• Review communication market

analysis.
• Establish advertising portion of
IMC objectives.
• Review advertising budget.
• Select media.
• Prepare creative brief.

5 - 12
Communication Market Analysis
Review

• Competitors
• Opportunities
• Target markets
• Customers
• Product positioning

5 - 13
Advertising Goals
• To build brand image
 Top of mind
 First choice
• To inform
• To persuade
• To support other marketing
efforts
• To encourage action
5 - 14
Advertising Budget
Manner of Distribution

• Continuous schedule
• Flighting schedule
• Pulsating schedule

5 - 15
 Creative Brief

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

5 - 16