1. CHAPTER SEVEN
ADVERTISING MANAGEMENT

2. ADVERTISING
MANAGEMENT PROGRAM
It is the process of preparing and
integrating a company’s advertising efforts
with the overall IMC message that already
exists.

3. COMPANY ACTIVITIES IN
ADVERTISING MANAGEMENT
• 1. IDENTIFY POTENTIAL CUSTOMERSA. End users.
(Sunsilk)

4. COMPANY ACTIVITIES IN
ADVERTISING MANAGEMENT
• 1. IDENTIFY POTENTIAL CUSTOMERSB. Other businesses
(DELL)

5. COMPANY ACTIVITIES IN
ADVERTISING MANAGEMENT
• 1. IDENTIFY POTENTIAL CUSTOMERSC. Others
(GREEN UNIVERSITY)

6. COMPANY ACTIVITIES IN
ADVERTISING MANAGEMENT
• 2. PRODUCTS AND SERVICES ARE
DESIGNED TO MEET CUSTOMER
NEEDS.
(minivan in U.S.A.)

7. COMPANY ACTIVITIES IN
ADVERTISING MANAGEMENT
• 3. MATCH THE COMPANY’S IMC
PROCESS WITH ITS ADVERTISING
MANAGEMENT PROGRAM.
(OTOBI – Billboard VS. TV ad)

8. CHOOSING AN ADVERTISING
AGENCY
• Large companiesa) in-house advertising group,
b) outsourcing some of the functions.

9. CHOOSING AN ADVERTISING
AGENCY
•
1.
2.
3.
4.
5.
DECISION VARIABLES
Size of the account
Money that can be spent on media
Objectivity factor
Complexity of the product
Creativity issue

10. THE ROLES OF CREATIVES
• Creative are the persons who actually
develop and produce advertisements.

11. ADVERTISING CAMPAIGN
MANAGEMENT
• Review the communication market
analysis
• Establish communication and advertising
objectives

12. Review the communication market
analysis
• The media usage habits of the target
market.
(Age & media)
• The media utilized by the competition

13. Establish communication and
advertising objectives
• Building brand image
(Top of mind & top choice)

14. Establish communication and
advertising objectives
• Persuasion
(convincing customers that a particular
brand is superior to other brands )

15. Establish communication and
advertising objectives
• Supporting marketing efforts
(McDonald’s Christmas discount offer)

16. Establish communication and
advertising objectives
• Encouraging action
(Asian Sky Shop- Quick purchase)

17. CHAPTER EIGHT
ADVERTISING MEDIA
SELECTION

18. ACHIEVING ADVERTISING
OBJECTIVES
• Effective reach- percentage of audience
• Effective frequency- number of times

19. MEDIA SELECTION
Reach Frequency Cost Clutter Top of mind
•
•
•
•
Television
Outdoor
Internet
Newspapers

20. CHAPTER ELEVEN
TRADE PROMOTIONS

21. KMART
WALMART
TARGET

22. THE NATURE OF TRADE
PROMOTIONS
• Used by manufacturers and other
members of the marketing channels.
• For the purpose of having the good
resold.

23. TYPES OF TRADE PROMOTIONS
•
•
•
•
•
•
•
•
TRADE ALLOWANCES
TRADE CONTESTS
TRADE INCENTIVES
TRAINING PROGRAMS
VENDOR SUPPORT PROGRAMS
TRADE SHOWS
SPECIALTY ADVERTISING
POINT-OF PURCHASE ADVERTISING

24. TYPES OF TRADE
PROMOTIONS
• TRADE ALLOWANCESA. OFF-INVOICE ALLOWANCE
B. DROP-SHIP ALLOWANCE
C. SLOTTING FEES
D. EXIT FEES

25. TYPES OF TRADE PROMOTIONS
A. OFF-INVOICE ALLOWANCE
Channel member will receive a financial
discount on each case ordered.
Used during off season.

26. TYPES OF TRADE
PROMOTIONS
B. DROP-SHIP ALLOWANCE
Money paid to retailers who bypass
wholesalers or brokers for preplanned orders
Strong relationship
Lower price
Need not to make sure that middle person will
push the manufacturer’s brand.

27. TYPES OF TRADE
PROMOTIONS
C. SLOTTING FEES
To the retailers
To stock new products
To take the shelf space

28. TYPES OF TRADE
PROMOTIONS
D. EXIT FEES
Money paid to retailers to remove an item
from their Stock Keeping Units (SKU).

29. DISADVANTAGES OF TRADE
PROMOTIONS
1. Failing to pass along allowances to retail
customers
2. A retailer purchases a product on-deal in
one location and ships it to another
location where it is off-deal. (Diversion)

30. TRADE CONTESTS
• Rewards are given as contests prizes to
brokers, retail salespeople, retail stores,
wholesalers or agents.
• These funds are known as SPIFF
MONEY.

31. CHAPTER FIFTEEN
DATABASE AND DIRECT
MARKETING PROGRAMS

32. DEVELOPING THE IMC
DATABASE
•
•
•
•
•
•
DETERMINE OBJECTIVES
COLLECT DATA
BUILD DATA WAREHOUSE
MINE DATA FOR INFORMATION
DEVELOP MARKETING PROGRAMS
EVALUATE MARKETING PROGRAMS
AND DATA WAREHOUSES

33. DETERMINE OBJECTIVES
WHO
WHEN
WHAT
WHY
WHERE
HOW

34. DETERMINE OBJECTIVES
• Creating information about why
customers purchase the products they
do.
• Tracking changes in purchasing
behaviors. (ready to eat)

35. MAIL
• The most common form of
direct marketing.
• President Obama was
sending out direct mail that
targeted females in
Pennsylvania, highlighting
the effectiveness of his
healthcare plan.

36. MAIL
• Advantages1. One-to-one communication
with potential customers
2. Higher response rate
• Disadvantages1. Cost
2. Competitors have identified the
same set of consumers
3. Large volume of junk mail

37. CATALOGS
• The key to successful cataloging is an
enhanced database.
• Placing catalogs on website/ placing web
address on catalogs.