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Advertising Management

Advertising management Choosing an advertising agency Advertising campaign management Communications market analysis Communication objectives Communication budget Media selection Creative brief
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An IMC Plan

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Overview of Advertising Management

Evaluate role of advertising in IMC program. Select in-house or external advertising agency. Develop an advertising management strategy. Develop a Creative Brief.

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In-House vs Advertising Agency Decision Variables

The size of the account. The media budget. Objectivity. Product complexity. Creative ability

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FIGURE 6.3
Steps in Selecting an Advertising Agency

Identify and prioritize corporate goals. Develop agency selection process and criteria. Initially screen firms based on credentials, size, capabilities, relevant experience and conflict of interests. Request client references. Do background check with other firms and media agents. Request written and oral presentation. Meet creatives, media buyers, account executives and other personnel that will work with account.

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FIGURE 6.4
Evaluation Criteria in Choosing an Ad Agency

The size of the agency. The 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.
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Key Advertising Personnel

Client Marketing Manager Client Marketing Manager Client Marketing Manager

Account Executive Creative Director

Traffic Manager

Media Buyers & Planners

Creative

Creative

Creative

Creative
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Steps in Advertising Campaign Management

1. 2. 3. 4. 5. Review communications market analysis. Establish advertising portion of IMC objectives. Review communications budget. Select media. Discuss Creative Brief with creative department.

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Promotions Opportunity Analysis

Step 1 Conduct a Communication Market Analysis Competitive analysis Opportunity analysis Target market analysis Customer analysis Positioning analysis

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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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F I G U R E 6. 6
The Creative Brief

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

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 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, website address, legal requirements of a coupon and what is meant by a small serve.

Creative Brief Del Monte

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Del Monte Advertisemen t

Based on Creative Brief in the previous slide.

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