+ Overview of Advertising ManagementAdvertising management program is the process of preparing and integrating a company’s 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.
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To build brand image and brand awareness “Top of mind” “First choice”
To inform To persuade To support other marketing efforts To encourage action
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Establish Advertising Communication Objectives
6-3In 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.
+ Select Media
Must match the target audience
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+ Discuss Creative Brief with Creative Department
Creatives use the brief to develop advertisements
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The objective. The target audience. The message theme The support. The constraints.
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The Creative Brief
+ The Objective 6-7
An advertisement for Bic designed to enhance the brand’s image.
+The Target Market
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The target market for this ad is females, 13-30, who enjoy sports and have an active life style.
+The Message Theme
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The message theme of this milk advertisement was that milk will provide calcium. The calcium will provide the customer with benefit of strong bones.
+The Support
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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.
+ Creative BriefDel 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.
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+Del Monte Advertisement
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Based on Creative Brief in the previous slide.
+ Taken From:
cmsu2.ucmo.edu/.../Ch06%20-%20Advertising%20Management.ppt
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+
Popular Ads
2013-2014Print and Media
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+ Creative Print Ads
http://www.boredpanda.com/creative-print-ads/
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+ You Tube’s Popular Ads
http://adage.com/article/digital/youtube-s-popular-ads-2014/296135/
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+ Some of the Most Clever Ads by Popular Brands http://guff.com/some-of-the-most-clever-
advertisements-by-popular-brands/
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+ Colour
http://www.businessinsider.com/branding-and-the-psychology-of-color-2012-12?op=1
http://www.color-wheel-pro.com/color-meaning.html
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+ If the writing is powerful enough, you don’t need anything else. http://www.buzzfeed.com/copyranter/10-brilliant-ads-
that-are-all-just-words#.xtw0vw290b
http://advertising.about.com/od/copywriting/a/The-10-Most-Powerful-Words-In-Advertising.htm
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+ How to Start an Advertising Campaign http://www.entrepreneur.com/article/66016
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+ A Friend’s Old Job
http://mccann.com
http://mccannlondon.co.uk
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