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Advertising Management: Chapter 6 With Duane Weaver
Advertising Management: Chapter 6 With Duane Weaver
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
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 agency…get
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 week…share your findings with the class
Thanks!