MARKETING COMMUNICATIONS PROJEC
viena1992
chapter_5_ad_mgt.pptxCopyright © 2010 Pearson Education, Inc. publishing as Prentice Hall
5-1
5
Chapter Five
Advertising Management
Figure 5.4 Advantages of In-House vs. Outside Agency
Advantages of In-House
Lower costs
Consistent brand message
Better understanding of product and mission
Faster ad production
Works closer with CEO
Lower turnover rate in the creative team
Advantages of Outside Agency
Reduce costs
Greater expertise
Outsider’s perspective
Access to top talent
Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall
5-2
Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall
5-3
Money Spent on Media
75-15-10
75% - Media buys
15% - Creative work (agency)
10% - Ad production
Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall
5-4
External Agencies
Advertising agencies
Media service companies
Direct marketing agencies
Consumer and trade promotion specialists
Public relations firms
Boutique
Full-Service
Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall
5-5
Size of the agency
Relevant experience of the agency
Conflicts of interest
Creative reputation and capabilities
Production capabilities
Media purchasing capabilities
Other services available
Client retention rates
Personal chemistry
F I G U R E 5 . 6
Evaluation Criteria in Choosing an Ad Agency
Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall
5-6
Key Advertising Personnel
Client
Marketing Manager
Account
Executive
Client
Marketing Manager
Client
Marketing Manager
Creative
Creative
Creative
Creative
Creative
Director
Traffic
Manager
Media
Buyers
&
Planners
Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall
5-7
Steps in Advertising Campaign Management
Review communications market analysis.
Establish advertising portion of IMC objectives.
Review advertising budget.
Select media.
Prepare creative brief
Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall
5-8
Promotions Opportunity Analysis (From Chapter 4) Communication Market Analysis
Competitors
Opportunities
Target markets
Customers
Product positioning
Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall
5-9
To build brand image
“Top of mind”
“First choice”
To inform
To persuade
To support other marketing efforts
To encourage action
F I G U R E 5 . 8
Advertising Goals
Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall
5-10
Advertising Budget Manner of Distribution
Continuous schedule
Flighting schedule
Pulsating schedule
Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall
5-11
The objective
The target audience
The message theme
The support
The constraints
F I G U R E 5. 9
The Creative Brief
Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall
5-12
The Objective
An advertisement for Bic designed to enhance the brand’s image.
Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall
5-13
The Target Market
The target market for this ad is females, 13-30, who enjoy sports and have an active life style.
Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall
5-14
The Message Theme
The message theme of this milk advertisement was that milk will provide calcium. The calcium will provide the customer with benefit of strong bones.
Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall
5-15
The Message Theme
“Left brain” advertisement
Logical, rational side of brain
Manages numbers, letters, words, and concepts
Use rational appeal
“Right-brain” advertisement
Emotional side of brain
Manages abstract ideas, images, and feelings
Use emotional appeal
Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall
5-16
The Support
The support claims highlighted in this advertisement is that MicroThins are:
30% thinner
40% lighter
4 times more scratch resistant
10 times more impact resistant
99.9% UV protection
Anti-reflective
Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall
5-17
Del Monte Advertisement
Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall
5-18
Creative Brief Del Monte
The Objective – increase awareness of the smaller-size cans with pull-top lid.
Target Audience – senior citizens, especially those that live alone and suffer from arthritis.
Message Theme – the new cans not only contain a smaller portion but are easier to open.
Support – 30 cent introductory coupon to encourage usage.
Constraints – copyright logo, toll free number, Web site address, legal requirements of a coupon, and what is meant by a small serving.
