Advertising

Management
Chapter 5

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 Chapter Objectives
1. What activities are involved in advertising
management?
2. What roles do the company’s overall mission,
products, and services play in advertising programs?
3. When is it best to use an in-house advertising
approach and when is it better to employ an external
agency?
4. What are the steps of an effective advertising
campaign management program?
5. How should the functions performed by the
advertising account executives and the advertising
creative interact in preparing an advertising
campaign?

Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 5-2

The Perfect Pushup
• Alan Mills
 Navy Seal
 Functional Training
• The Perfect Pushup
• Created the BODYREV company
• Infomercials
• Buzz marketing
• Advertising campaign
• Co-op advertising

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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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 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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In-House or Advertising Agency
Decision Criteria

• The size of the account

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

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

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 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.

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 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

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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)

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Key Advertising Personnel

• Creatives
• Account managers
• Traffic managers
• Media planners
• Media buyers

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 Steps in Advertising Campaign
Management

• Review communication market analysis.

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

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Communication Market Analysis
Review

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

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 Advertising Goals
• To build brand image
 Top of mind
 First choice
• To inform
• To persuade
• To support other marketing efforts
• To encourage action

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Advertising Budget
Manner of Distribution
• Continuous schedule
• Flighting schedule
• Pulsating schedule

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Creative Brief

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

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 Left – Right Brain Ads
• “Left brain” advertisement
 Logical, rational side of brain
 Manages numbers, letters, words, and concepts
 Rational appeal

• “Right-brain” advertisement
 Emotional side of brain
 Manages abstract ideas, images, and feelings
 Emotional appeal

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