m

1. 5-1
5 Chapter Five
Advertising Management

2. 5-2
Perfect Pushup
• Alan Mills
• Navy Seal
• Functional Training
• The Perfect Pushup
• Created the BODYREV
company
• Infomercials
• Buzz marketing
• Advertising campaign
• Co-op advertising
5
www.bodyrev.com

3. 5-3
Advertising Management
• Advertising management
• Choosing an advertising agency
• Advertising campaign management
• Communications market analysis
• Advertising goals
• Advertising budget
• Media selection
• Creative brief
5 Chapter Overview

4. 5-4
F I G U R E 5 . 1
Overview of IMC

5. 5-5
F I G U R E 5 . 2
Advertising Design Overview

6. 5-6
Overview of Advertising Management
1. Review the company’s activities in light of
advertising management.
2. Select in-house or external advertising
agency.
3. Develop an advertising campaign
management strategy.
4. Develop a Creative Brief.

7. 5-7
In-House vs. Advertising Agency
Decision Variables
• The size of the account
• The media budget
• Objectivity
• Product complexity
• Creative ability

8. 5-8
Money Spent on Media
75-15-10
75% - Media buys
15% - Creative work (agency)
10% - Ad production

9. 5-9
External Agencies
• Advertising agencies
• Media service companies
• Direct marketing agencies
• Consumer and trade promotion specialists
• Public relations firms
Boutique Full-Service

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5-10
Whole Egg Theory

11. Copyright © 2010 Pearson Education, Inc.
publishing as Prentice Hall
5-11
Advertisement for
Ogilvy & Mather
Advertising

12. Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall
5-12
F I G U R E 5 . 5
Steps in Selecting an Advertising Agency
Set goals.
Select process and criteria.
Screen initial list of applicants.
Request client references.
Reduce list to two or three viable
agencies.
Request creative pitch.
Select agency.

13. Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall
5-13
• 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

14. Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall
5-14
Leo Burnett Co.
Conflict of interest means agencies
do not serve competing firms.
Source: www.leoburnett.com
Year Obtained
Company Industry Account
General Motors Automobile 1971
Hallmark Greeting cards 1988
Kellogg’s Cereal 1949
VISA Credit cards 1979
McDonald’s Fast food 1981
Allstate Insurance 1957
Gain Detergent 2000

15. Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall
5-15
Grey Worldwide Advertising
Source: www.grey.com
Number of Year Obtained
Company Countries Account
Sara Lee 21 1993
Kraft Foods North America 2002
Volkswagen 15 1998
3M Corporation 14 1984
Coca-Cola 6 2004
Cannon 5 1976
Playtex North America 1968
Toshiba 16 2007

16. 5-16
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)

17. Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall
5-17
Advertising Planning and Research
at
Strawberry Frog Advertising Agency
Click to play clip from
Strawberry Frog: Inside
an Advertising Agency
VIDEO

18. Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall
5-18
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

19. 5-19
Angela Talley of DDB
Worldwide discusses the
work of the creative team
in advertising production.
Click picture to play movie.

20. 5-20
Steps in Advertising Campaign
Management
1. Review communications market analysis.
2. Establish advertising portion of IMC
objectives.
3. Review advertising budget.
4. Select media.
5. Prepare creative brief

21. 5-21
Promotions Opportunity Analysis
(From Chapter 5)
Communication Market Analysis
• Competitors
• Opportunities
• Target markets
• Customers
• Product positioning
•Media usage habits of the target market.
•Media used by the competition

22. 5-22
• 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

23. 5-23
In terms of soup,
Campbell Soup ranks
the highest in “top of
mind” as well as “top
choice.” As a result of
this brand image, they
enjoy a 43% market
share in the soup
industry.

24. 5-24
Example of Persuasion

25. 5-25
Advertising Budget
Manner of Distribution
• Continuous schedule
• Flighting schedule
• Pulsating schedule

26. 5-26
• The objective
• The target audience
• The message theme
• The support
• The constraints
F I G U R E 5. 9
The Creative Brief

27. 5-27
The Objective
An advertisement for Bic designed to enhance
the brand’s image.

28. 5-28
The Target
Market
The target
market for this
ad is females,
13-30, who
enjoy sports and
have an active
life style.

29. 5-29
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.

30. 5-30
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

31. 5-31
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

32. 5-32
Creative Brief
Click on speaker to play ad.
1. What is the objective?
2. Who is the target market?
3. What is the message theme?
4. What support is given?
5. What are the constraints?
After listening to this radio ad,
identify the various components
of the creative brief.

33. 5-33
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.

34. 5-34
Del Monte
Advertisement
Based on the
Creative Brief in
the previous slide.