Transcript Advertising Management

Advertising Management
Chapter 6 with Duane Weaver
OUTLINE
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Advertising Management
Choosing an Ad Agency
Advertising Planning and Research
Role of Ad Agency Account Execs
Role of Ad Agency Creatives
Communication Market Analysis
Communications Budget
Creative Brief
Advertising Management
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Advertising Management Program:
…process of preparing and integrating a
company’s advertising efforts within the overall
IMC message…
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Advertising Strategy
Media Selection
Message Strategy
Appeals
Executional Framework
Choosing an Ad Agency
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Advertising Expenditure: Media Time/Space, Ad
Agency Commission, Media Production
(big vs. small advertising accounts)
Get together in your teams and select a “product”
or “service” you might want to promote…then:
thinking about your market competition and the
relevant strategic message you might want to
employ…
define the “criteria” you think would be most
important in selecting your advertising agency.
Summarize and be prepared to discuss your
findings with the class.
Advertising Planning and Research
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Getting together with the Ad Agency to develop the
campaign:
Pre-planning Input
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Product-specific Research
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Get to know the company (books, research, product
use, people)
Consumer testing – “problem detection” and “major
selling idea” - Strengths and Weaknesses
Qualitative Research
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Focus Group Studies with market segment
representation:
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anthropology (direct observation)
sociology (social issues, trends, cohorts, family cycles)
psychology (motivation, cognition, and learning)…
VALS – psychological model to predict buyer behavior…
Personal Drive Analysis (PDA)
Role of Ad Agency Account Execs
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Solicit Client
Liaison between client and creative
(interpretation and management of strategic plan,
information collection and dissemination,
relationship connectivity)
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Provide status opportunities to facilitate
client comprehension on the value of
expenditures
Manage the sales process and revenue
stream
Role of Ad Agency “Creatives”
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Those that develop the actual Ad
May involve:
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Creative Director
Artisans
Graphic Artists
Agency Staff or Free Lancers
Tend to work long hours under pressure
(deadlines) and repetition/reiteration of
concept development
CAMPAIGN MANAGEMENT:
1. Communication Market Analysis
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Competitive Analysis
Opportunity Analysis
Target Market Analysis (proposed client
base)
Customer Analysis (current client base)
Positioning Analysis (current and intended
perception review)
Media Usage Analysis (target market and
related competitive media employed)
CAMPAIGN MANAGEMENT:
2. Communication Objectives
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Define Advertising Goals
E.g.:
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Building Brand Image
Informing
Persuading
Encourage Action
Integration of other marketing efforts
CAMPAIGN MANAGEMENT:
3. Communications Budget
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Budget Allocation based on
objectives
Looking at Reach/Frequency and
Timing
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Reach
Frequency
Timing _ pulsate, flighting, continuous
CAMPAIGN MANAGEMENT:
4. Media Selection
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Strategic and Tactical decisions:
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Message refinement
Advert design & development (can be
long process)
Media tools and Media spot buys
CAMPAIGN MANAGEMENT:
5. Creative Brief
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Objective
Target Audience
Message Theme
Support (evidence)
Constraints (legal, regulatory,
physics-reality)
Team Challenge
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Thinking of the product/service you choose
previously when selecting your ad agency…get
together in your groups and come up with:
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Intended Message
Target Market within Nanaimo
Communication Objectives
Allocation of $40,000 Ad Budget
Description what media the competition in Nanaimo
currently uses
Define proposed Media Tools you would use and
why those might work for your target market
Next week…share your findings with the class
Thanks!