Transcript Advertising Management

Advertising Management
Chapter 5
FIGURE
5.2
Advertising Design Overview
Advertising Management Program
 The process of preparing and integrating a
company’s advertising efforts with other
integrated marketing communications efforts.
Advertising Planning and Research
 General pre-planning input
 Product-specific research
 Major selling idea
 Qualitative research
 Focus groups
 Interviews
 Observation
 Value and lifestyle model (VALS)
 Personal drive analysis (PDA)
Steps in Advertising Campaign
Management
 Review communications market analysis (from Chapter
4).
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Competitive analysis
Opportunity analysis
Target market analysis
Customer analysis
Positioning analysis
 Establish advertising portion of IMC objectives. What do
we mean by this?
 Review communications budget.
 Select media.
 Discuss Creative Strategy with appropriate parties.
Common Advertising Goals
 To build brand image.
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“Top of mind”
“First choice”
 To inform.
 To persuade.
 To support other marketing communication
efforts.
 To encourage action.
 To change perceptions and images.
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.
Communications Budget – Manner of
Distribution
 Continuous schedule
 Flighting schedule
 Pulsating schedule
The Creative Strategy
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Establish objective
Identification of target market/consumer
Create a message theme
Supporting Information
Identify constraints
Need a creative concept, or “big idea” to express that message
Examples:
 United Church of Canada – wonder café campaign
 www.wondercafe.ca
 www.dove.ca
 http://www.dove.ca/en#/features/videos/video_gallery.aspx[c
p-documentid=11248870
The Objective
An advertisement for Soft
Scrub designed to enhance
the brand’s image.
The Objective
An advertisement for Bic designed to enhance
the brand’s image.
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
The Target
Market
The target market for this
ad is females, 13-16, who
enjoy sports and have an
active life style.
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.
An example of Constraints: Australian Motor
Vehicle Ad Code
Advertisements should not:
 Depict or condone dangerous, illegal, aggressive, or reckless
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driving.
Draw attention to the acceleration or speed capabilities of a
vehicle.
Depict speed, racing, or other forms of competitive driving in
any way associated with normal on-road use of vehicles.
(Such scenes should be clearly identifiable as part of an
organized motor sport.)
Show unsafe images of off-road driving.
Use fantasy, humor, or self-evident exaggeration to bypass
the code’s provisions.
Use disclaimers to justify including material that doesn’t
comply with the code.
Source: Maria Nguyen, “Best Media for Car Marketers,” B&T Weekly, Vol. 54, No. 2493 (October 15, 2004), p. 21.
Del Monte
Advertisement
Creative Strategy
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 and
people wanting convenience.
 Message Theme – The new cans not only
contains a smaller portion but are easier to
open/more convenient.
 Support –illustration of how the lid comes off.
 Constraints – copyright logo, legal requirements
of a coupon and what is meant by a small serve.