Advertising Management

Chapter 5
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
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.
Choosing an agency
 Goal setting
 Selection criteria
 Size of the agency
 Relevant experience of the agency
 Conflicts of interests
 Creative reputation and capabilities
 Production capabilities
 Media purchasing capabilities
 Client retention rates
 Personal chemistry

 Reference requests
 Creative pitch
 Agency selection
Advertising Planning and Research
 Getting together with the Ad Agency to develop the
campaign:
1. Pre-planning Input
 Get to know the company (books, research, product
use, people)

2. Product-specific Research
 Consumer testing – “problem detection” and “major
selling idea” - Strengths and Weaknesses

3. 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)
Target Audience
The Message theme

 Right brain vs. Left

brain
Thanks!