Clow05 Basic (2)

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Advertising Management

Chapter 5

5-1Course faculty Ayesha Pervaiz

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A product of fauji

group


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5 - 3

Chapter Objectives1. What activities are involved in advertising

management?2. What roles do the companys overall mission!

products! and services play in advertisingprograms?

". When is it best to use an in#house advertisingapproach and $hen is it better to employ ane%ternal agency?

&. What are the steps of an e'ective advertisingcampaign management program?

5. (o$ should the functions performed by theadvertising account e%ecutives and theadvertising creative interact in preparing anadvertising campaign?

Course faculty Ayesha Pervaiz

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Chapter Overvie$

Course faculty Ayesha Pervaiz 4-4

• Advertising management•

Choosing an advertising agency• Advertising campaign management Communications mar)et analysis Advertising goals Advertising budget *edia selection Creative brief

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Advertising *anagement

• +valuate role of advertising in ,*C

program.• -elect in#house or e%ternal agency.• evelop advertising management

strategy.

• evelop creative brief.


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/0lanning for W3s 4uy *urphy is actually usingthem to inuence ho$ people engage $ith brands.hat may involve introducing +urope to sachets! or

getting his palm read by a desi astrologer.6

W3s 4uy*urphy7

0lanning is not just aboutpeddlinginsights

4lobal planningchief W


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8oung and 9ubicam

$$$.yr.com


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,n#(ouse or AdvertisingAgency

ecision Criteria

• he si:e of the account

• he media budget• Objectivity• 0roduct comple%ity

• Creative ability


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;udget spent on big

accounts•

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+%ternal Agencies

• Advertising agencies• *edia service companies• irect mar)eting agencies• Consumer and trade

promotion specialists• 0ublic relations >rms

;outiue ################## @ull#service


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*edia service companies negotiate and purchasemedia pac)ages /called media buysB6 for companies.

irectmar)eting agencies handle every aspect of adirect#mar)eting campaign! either through telephoneorders ! ,nternet programs! or by direct mail. -omecompanies focus on either consumer promotions! tradepromotions! or both. hese companies assist indeveloping promotions such as coupons! premiums!

contests! and s$eepsta)es. hey also provide assistancein ma)ing posters! end#of#aisle displays! and point#of#purchase displays.


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• 0ublic relations >rms provide e%perts to helpcompanies and individuals develop positivepublic images.

• 09 >rms are often called in for damage control$hen negative publicity arises.

• ,n#house members of the organi:ation can

render these activities! just as an in#housemar)eting department can perform advertisingand ,*C programs.


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Whole +gg heory• e$ trend in advertising• 8oung and 9ubicam Ad Agency• otal success in the mar)etplace• ,ntegration of mar)eting

approach.


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(+ COC+0 D

• he concept of the $hole egg theory isto move from selling a clients productsto helping the client attain total successin the mar)etplace. Achieving successreuires integrating the mar)etingapproach by o'ering a fuller array ofservices to both business and consumer

clients. hus! as client companies beganto move to$ard more integratedmar)eting approaches! agencies such as 8oung E 9ubicam captured more

accounts. 5-14Course faculty Ayesha Pervaiz

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Whole egg

• Advertising, technology, media buying,brand planning, public relations, and

marketing and business strategies


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• Advertising is >rst and last! apeople driven business


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Choosing an Agency1. -et goals.2. -elect process and criteria.". -creen initial list of applicants.&. 9euest client references.5. 9educe list to 2#" viable

agencies.F. 9euest creative pitch.

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Gey pointsH

• -et Corporate goals7 Without clearly understood goals, it is virtually

impossible to choose an agency because company

leaders may not have a clear idea what they wantto accomplish.

• -elect process and criteria7Even firms with experience in selecting agencies should set

selection criteria in advance. The objective is to reduce biasesthat may enter into the decision. Emotions and other feelingscan lead to decisions that are not in the company’s bestinterests


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+valuation Criteria

-electing Advertising Agency• -i:e of agency• 9elevant e%perience

• Conicts of interest• Creative reputation• 0roduct capabilities• *edia purchasing capabilities

• Other services available• Client retention rates• 0ersonal chemistry


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Gey uestions for agencyselection

• A >rm that needs an agency to producea television commercial and also buymedia time should chec) on theseactivities as part of the initial screening

process. *edia buying s)ills areimportant. Iuestions to as) include7 Joes the agency buy eKciently? J

• ,s the agency able to negotiate specialrates and publication positions? J

• oes the agency routinely getbumpedB by higher#paying >rms! $hichmeans ads do not run at highly desirabletimes?


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The final three selection criteria—

–other services available,–client retention rates,–and personal chemistry—

Preparing a creative pitch is time-consumingand costly for the advertising agencies;therefore, agencies only want to spend timeon preparing pitches with a decent chance ofbeing accepted.


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-(OOOL

• Advertising agencies that are chosen to compete forthe contract provide a formal presentation addressinga specific problem, situation, or set of questions. This

process is called a “shootout.”

• The presentations reveal how each agency would deal with specific issues that arise as a campaign isprepared. This helps a client company decide which

agency best understands the issues at stake and hasdeveloped an advertising or integratedcommunication approach that $ill solve theproblem or issue


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+%ampleH.

• ,n competing for the ne$ or$estMWells @argoaccount! the >rm ; $orld$ide communicationgroup ! $as chosen over the incumbent agency!

Carmichael Nynch! because @argo e%ecutivesbelieved ; had greater strategic insights!

• a better range of services! higher#uality creatives!

• and a more thorough media plan.

• ; $as able to sho$ ho$ the agency intended tocombine the strength of Wells @argos 15=#year

heritage $ith the e%cellent customer serviceualities of or$est. his presentation led to thedecision to hire ;. ,t came after @argo e%ecutiveslistened to the presentations of both agencies andas)ed )ey uestions about $ho $ould actually be

$or)ing on the account 5-23Course faculty Ayesha Pervaiz

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Advertising 0lanning and9esearch

• 4eneral pre#planninginput/read up on the client 6

• 0roduct speci>c#research *ajor selling idea• Iualitative research

Anthropology -ociology 0sychology

• Palue and lifestyle model/PAN-6


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*ajor selling ideaH

• The “ot mil!"# theme emerged from product$specific research. %ustomers were as!ed to go without mil! for a wee! and then to report bac! tothe agency. The method is called a “deprivationapproach.# The advertising agency’s creative teamlearned that a !ey selling point could be to focus onhow well mil! fits with a person’s lifestyle. &oing

without it 'deprivation( made people aware of the vital role mil! plays in eating cereal) coo!ies) andother snac!s and food


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Gey Advertising 0ersonnel


• Creatives /idea Qusp inadd 6

• Gey Account managersevelop reports /called ste$ardship

reportsB6 help clients understand theprocess and the outcome more clearly

• raKc managers/ mediascheduling6

• *edia planners

• *edia buyers

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• 9evie$ communication mar)et analysis.

/media $atching habits of target mar)et6

/the media utili:ed by competition6• +stablish advertising portion of ,*C objectives.

• 9evie$ advertising budget.

• -elect media.

• 0repare creative brief.


-teps in Advertising Campaign*anagement

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Communication *ar)etAnalysis

9evie$

• Competitors

• Opportunities• arget mar)ets• Customers

• 0roduct positioning


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• o build brand image op of mind

@irst choice• o inform• o persuade• o support other mar)eting e'orts

• o encourage action


Advertising 4oals

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op of mind

• That name has the property of being a topof mind brand.

• For example, when asked to identifyfastfood restaurants, Mconald!s and"urger #ing almost always head the list.

The same is true for $ike and %eebok

shoes.


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o persuade

• oals of advertising programs is persuasion. Advertisements can convince consumersthat a particular brand is superior to otherbrands.

• They can show consumers the negativeconsequences of failing to use a particular brand.

• !hanging consumer attitudes andpersuading them to consider a newpurchasing choice is a challenging task.


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5 - 35Course faculty Ayesha Pervaiz

Advertising ;udget

• Continuous

schedule/advertise in levelamounts M year round addson bilboards6

• @lighting schedule/pea)times6

• 0ulsating schedule

Continuous adds /high

intensity#more adds on more

*anner ofistribution

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Neft M 9ight ;rain Ads

• Neft brainB advertisement Nogical! rational side of brain *anages numbers! letters! $ords! and

concepts 9ational appeal

• 9ight#brainB advertisement +motional side of brain *anages abstract ideas! images! and

feelings +motional appeal

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