6-1

Advertising
Management
Advertising management
Choosing an advertising agency
Advertising campaign management
Communications market analysis
Communication objectives
Communication budget
Media selection
Creative brief
6
Chapter Overview
6-2
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?
Discussion Slide
6
6-3
F I G U R E 6 . 1
An IMC Plan
6-4
F I G U R E 6 . 2
Advertising Overview
6-5
Overview of Advertising Management
Advertising management program is the
process of preparing and integrating a
companys advertising efforts with the
overall IMC message that already exits. It
involves:

Evaluating the role of advertising in the IMC program.
Selecting an in-house or external advertising agency.
Developing an advertising management strategy.
Developing a Creative Brief.
6-6
Evaluating the Role of
Advertising in the IMC Program

Depends on product/service, goals and
intended market.
6-7
In-House vs Advertising Agency
Decision Variables
The size of the account
The media budget
Objectivity
Product complexity
Creative ability
6-8
Top Ten World Advertising Agencies
Source: http://www.adage.com/, February 12, 2002.
McCann-Erickson Worldwide 58 1348
DDB Worldwide 40 721
Grey Advertising 45 700
Ogilvy & Mather Worldwide 33 672
EURO RSCG Worldwide 29 651
J.Walter Thompson Co. 27 627
BBDO Worldwide 32 597
Y & R Advertising 27 517
Publicis Communication 23 512
DArcy Masius Benton & Bowles 21 452
Agency Markets Clients
6-9
Advertisement for
Olgilvy and Mather
Advertising
6-10
Examples of External Agencies
Advertising agencies
Http://www.bbdo.com
Media services companies
Http://www.starcommedia.com
Direct marketing agencies
Http://www.kentmarketinggroup.com
Sales or trade promotion
agencies
Http://www.salespromo.com

INTEGRATED LEARNING EXPERIENCE
STOP
6-11
Advertising Agencies of
Coca-Cola, Inc.
Source: http://www.adage.com/
Bates Worldwide
DArcy Masius Benton & Bowles
EURO RSCG Worldwide
Leo Burnett Co.
Lowe & Partners Worldwide
McCann-Erickson Worldwide
Publicis Communication
6-12
Access Advertising Ages Web site.
Http://www.adage.com
Who are the top 25 world brand agencies?
Who are the primary agencies being used by the
large international firms?
What accounts are up for renewal or open to bid?
INTEGRATED LEARNING EXPERIENCE
STOP
6-13
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
6-14
Leo Burnett Co.

Conflict of interest means agencies
do not serve competing firms.
Source: http://www.leoburnett.com.
Company Industry

Coca-Cola Company Beverage
Fiat Automobile
Hallmark Greeting cards
H.J. Heinz Catsup
Kellogg Cereal
Kraft Foods Cheese
McDonalds Fast food
Allstate Insurance Insurance
6-15
Key Advertising Personnel
Client
Marketing Manager
Account
Executive
Client
Marketing Manager
Client
Marketing Manager
Creative Creative Creative Creative
Creative
Director
Traffic
Manager
Media
Buyers
&
Planners
6-16
Angela Talley of DDB
Worldwide discusses the
work of the creative team
in advertising production.
Click picture to play movie.
6-17
Steps in Advertising
Campaign Management
1. Review communications market analysis.
2. Establish advertising portion of IMC
objectives.
3. Review communications budget.
4. Select media.
5. Discuss Creative Brief with creative
department.

6-18
Review Communications
Market Analysis

Conduct a Communication Market Analysis
(Step 1 from Chapter 5)

Competitive analysis
Opportunity analysis
Target market analysis
Customer analysis
Positioning analysis
6-19
To build brand image and brand awareness
Top of mind
First choice
To inform
To persuade
To support other marketing efforts
To encourage action
Establish Advertising
Communication Objectives
6-20
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.
6-21
Review Communications Budget
Continuous schedule
Flighting schedule
Pulsating schedule
6-22
Select Media


Must match the target audience
6-23
Discuss Creative Brief
with Creative Department


Creatives use the brief to develop
advertisements
6-24
The objective.
The target audience.
The message theme
The support.
The constraints.
F I G U R E 6. 6
The Creative Brief
6-25
The Objective
An advertisement for Bic designed to enhance
the brands image.
6-26
The Target
Market
The target
market for this
ad is females,
13-30, who
enjoy sports and
have an active
life style.
6-27
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.
6-28
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.
6-29
The Constraints
Legal and mandatory restrictions placed
on ads
6-30
Creative Brief
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.
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,
website address, legal requirements of a coupon and
what is meant by a small serve.

6-31
Del Monte
Advertisement
Based on Creative
Brief in the
previous slide.
6-32
Select an advertising agency.
Establish your IMC objectives.
Decide on an IMC and advertising
budget.
What type of communications method
will be used?
Write creative briefs.
Building Your IMC Campaign