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Advertising Management

Advertising Management. Chapter 5. Chapter Objectives. Understand steps of effective advertising management. Recognize when to use in-house advertising and when to employ an external agency. Review the steps of effective advertising management.

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Advertising Management

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  1. Advertising Management Chapter 5

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

  3. Marketing Power • Women over 40 • Buying potential • Targeting women over 40 • Buying habits include • Affluence • Self-indulgence • Comfort

  4. Advertising Management • Evaluate role of advertising in IMC program. • Select in-house or external agency. • Develop advertising management strategy. • Develop creative brief.

  5. In-House or Advertising AgencyDecision Criteria • The size of the account • The media budget • Objectivity • Product complexity • Creative ability

  6. External Agencies Boutique ------------------ Full-service • Advertising agencies • Media service companies • Direct marketing agencies • Consumer and trade promotion specialists • Public relations firms

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

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

  9. Evaluation CriteriaSelecting 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

  10. 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)

  11. Key Advertising Personnel Ad Agency • Creative directory • Creatives • Traffic manager • Media buyers • Media planners Account Executive

  12. Steps in Advertising Campaign Management • Review communication market analysis. • Establish advertising portion of IMC objectives. • Review advertising budget. • Select media. • Prepare creative brief.

  13. Communication Market AnalysisReview • Competitors • Opportunities • Target markets • Customers • Product positioning

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

  15. Advertising BudgetManner of Distribution • Continuous schedule • Flighting schedule • Pulsating schedule

  16. Creative Brief • The objective • The target audience • The message theme • The support • The constraints

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