Transcript clow_imc03_media_ppt..

Discussion Slide
5
Marketing Power
• What age are most of the females
in advertisements you have
noticed?
• Do you think the advertising
industry is reluctant to use older
women in ads? Why or why not?
• What type of products should older
women be used to promote? For
what products should they not be
used?
• Do you think the age of the person
in an ad makes a difference? If so,
why and to whom?
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5
Advertising Management
Chapter Overview
• Advertising management
• Choosing an advertising agency
• Advertising campaign management
• Communications market analysis
• Advertising objectives
• Advertising budget
• Media selection
• Creative brief
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FIGURE
5.1
An IMC Plan
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FIGURE
5.2
Advertising Overview
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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
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The size of the account
The media budget
Objectivity
Product complexity
Creative ability
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External Agencies
Boutique
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Full-Service
Advertising agencies
Media service companies
Direct marketing agencies
Consumer and trade promotion specialists
Public relations firms
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Whole Egg Theory
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Top Ten World Advertising Agencies
Agency
Markets Clients
McCann-Erickson Worldwide
DDB Worldwide
Grey Advertising
Ogilvy & Mather Worldwide
EURO RSCG Worldwide
J.Walter Thompson Co.
BBDO Worldwide
Y & R Advertising
Publicis Communication
D’Arcy Masius Benton & Bowles
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40
45
33
29
27
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27
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1348
721
700
672
651
627
597
517
512
452
Source: http://www.adage.com/, February 12, 2002.
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Advertisement for
Ogilvy & Mather
Advertising
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Advertising Agencies of Coca-Cola
Bates Worldwide
D’Arcy Masius Benton & Bowles
EURO RSCG Worldwide
Leo Burnett Co.
Lowe & Partners Worldwide
McCann-Erickson Worldwide
Publicis Communication
Source: http://www.adage.com/
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FIGURE
5.3
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.
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FIGURE
5.4
Evaluation Criteria in Choosing an Ad Agency
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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
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Bozell Advertising Agency
handles the milk industry.
What other clients does
Bozell have? (Notice Bozell
only serves one firm per
industry)
http://www.bozell.com
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Leo Burnett Co.
Conflict of interest means agencies
do not serve competing firms.
Company
Industry
Coca-Cola Company
Fiat
Hallmark
H.J. Heinz
Kellogg
Kraft Foods
McDonald’s
Allstate Insurance
Beverage
Automobile
Greeting cards
Catsup
Cereal
Cheese
Fast food
Insurance
Source: http://www.leoburnett.com.
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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)
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Key Advertising Personnel
Client
Marketing Manager
Client
Marketing Manager
Client
Marketing Manager
Account
Executive
Creative
Director
Creative
Creative
Traffic
Manager
Creative
Creative
Media
Buyers
&
Planners
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Angela Talley of DDB
Worldwide discusses the
work of the creative team
in advertising production.
Click picture to play movie.
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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
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Promotions Opportunity Analysis
(From Chapter 5)
Communication Market Analysis
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Competitors
Opportunities
Target markets
Customers
Product positioning
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FIGURE
5.5
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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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.
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Example of Puffery
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Advertising Budget
Manner of Distribution
• Continuous schedule
• Flighting schedule
• Pulsating schedule
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FIGURE
5. 6
The Creative Brief
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The objective
The target audience
The message theme
The support
The constraints
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The Objective
An advertisement for Bic designed to enhance
the brand’s image.
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The Target
Market
The target
market for this
ad is females,
13-30, who
enjoy sports and
have an active
life style.
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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.
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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
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FIGURE
5. 7
Constraints: Australian Motor Vehicle Ad Code
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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.
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Creative Brief
After listening to this radio ad,
identify the various components
of the creative brief.
Click on speaker to play ad.
1.
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5.
What is the objective?
Who is the target market?
What is the message theme?
What support is given?
What are the constraints?
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Creative Brief
Del Monte
• The Objective – increase awareness of the smallersize 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.
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Del Monte
Advertisement
Based on Creative
Brief in the
previous slide.
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