x509212 integrated marketing week3 ad mgt

ADVERTISING MANAGEMENT

X50.9212 Integrated Marketing – Week 3

Advertising Management

• Integrating advertising efforts with the overall IMC strategy

CONSISTENCY

In-House vs. External Agency

IN-HOUSE EXTERNAL• BENEFITS• • • •

• BENEFITS• • • •

• CHALLENGES• • • •

• CHALLENGES• • • •

Factors in Choosing an Agency• Account/project size• Media spend• Objectivity• Complexity of project• Creativity• Turnaround time• Revision flexibility

Types of External Agencies

• Media buyers• Direct marketing• Consumer/trade promotions• Public relations• Full service or “whole egg”• Others?

Choosing an Agency

• Set corporate goals • Selection criteria• Screen initial list of candidates• Request list of references• Reduce to smaller list• Request creative pitch• Select agency

Ad Campaign Management

• Review communications market analysis• Create ad objectives from promo analysis• Set ad budget• Select media• Prepare creative brief

Advertising Goals

• Building your brand• Providing information• Persuasion• Supporting marketing efforts• Encouraging action

The Creative Brief

• Define your objective• Insights into the target audience• General message theme• Supporting points or data• Constraints

ADVERTISING MANAGEMENT

X50.9212 Integrated Marketing – Week 3