Advertising Management Program
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Transcript Advertising Management Program
Advertising Management
Chapter 5
Advertising Management Program
The process of preparing and integrating a
company’s advertising efforts with other
integrated marketing communications efforts.
Steps in Advertising Campaign
Management
Review communications market analysis (from Chapter
4).
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.
Advertising Goals
To build brand image.
“Top of mind”
“First choice”
To inform.
To persuade.
To support other marketing communication
efforts.
To encourage action.
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 70% market share
in the soup industry.
Marketing to Children
Right or Wrong?
Should advertising to children be regulated? Why or Why not?
Factors to consider:
Size of market.
Building brand
awareness.
Mental capacity of
children
Role of parents
http://www.youtube.com/watch
?v=TijcoS8qHIE
Communications Budget - Distribution
Continuous schedule
Flighting schedule
Pulsating schedule
What’s Happening!
Consistency in a campaign – the next 3 ads
http://www.youtube.com/watch?v=2ZK-aBSinj0&feature=related
http://www.youtube.com/watch?v=LRdebJrwn2s&feature=relate
d
http://www.youtube.com/watch?v=yTuv9zkAxY8
http://www.youtube.com/watch?v=E0JPOKwWhg4&feature=rela
ted
http://www.brandfreak.com/2009/02/trojan-knows-what-shewants-for-valentines-day-gonorrhea.html
http://www.youtube.com/watch?v=e9OLdtUAyAc
http://www.youtube.com/watch?v=HmpE_fQpwIA&feature=relat
ed
www.peerintoasoul.ca (good example of IMC)
http://www.youtube.com/watch?v=TijcoS8qHIE
The Creative Strategy
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 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.
FIGURE
5. 7
Constraints: Australian Motor Vehicle Ad Code
Advertisements should not:
Depict or condone dangerous, illegal, aggressive, or reckless
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.