capítulo 5 clow y baack

Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall

5-1

5 Chapter Five

Advertising Management


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Perfect Pushup

• Alan Mills • Navy Seal

• Functional Training

• The Perfect Pushup

• Created the BODYREV company

• Infomercials

• Buzz marketing

• Advertising campaign

• Co-op advertising

5

www.bodyrev.com

http://www.bodyrev.com/


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Advertising Management

• Advertising management

• Choosing an advertising agency

• Advertising campaign management

• Communications market analysis

• Advertising goals

• Advertising budget

• Media selection

• Creative brief

5 Chapter Overview


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F I G U R E 5 . 1

Overview of IMC


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F I G U R E 5 . 2

Advertising Design Overview


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Overview of Advertising Management

1. Review the company’s activities in light of advertising management.

2. Select in-house or external advertising agency.

3. Develop an advertising campaign management strategy.

4. Develop a Creative Brief.


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In-House vs. Advertising Agency

Decision Variables

• The size of the account

• The media budget

• Objectivity

• Product complexity

• Creative ability


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Money Spent on Media

75-15-10

75% - Media buys

15% - Creative work (agency)

10% - Ad production


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External Agencies

• Advertising agencies

• Media service companies

• Direct marketing agencies

• Consumer and trade promotion specialists

• Public relations firms

Boutique Full-Service


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Whole Egg Theory

Copyright © 2010 Pearson Education, Inc.

publishing as Prentice Hall

5-11

Advertisement for

Ogilvy & Mather

Advertising


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F I G U R E 5 . 5

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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• 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

F I G U R E 5 . 6

Evaluation Criteria in Choosing an Ad Agency


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Leo Burnett Co.

Conflict of interest means agencies

do not serve competing firms.

Source: www.leoburnett.com

Year Obtained

Company Industry Account

General Motors Automobile 1971

Hallmark Greeting cards 1988

Kellogg’s Cereal 1949

VISA Credit cards 1979

McDonald’s Fast food 1981

Allstate Insurance 1957

Gain Detergent 2000

http://www.leoburnett.com/


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Grey Worldwide Advertising

Source: www.grey.com

Number of Year Obtained

Company Countries Account

Sara Lee 21 1993

Kraft Foods North America 2002

Volkswagen 15 1998

3M Corporation 14 1984

Coca-Cola 6 2004

Cannon 5 1976

Playtex North America 1968

Toshiba 16 2007

http://www.grey.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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Advertising Planning and Research

at

Strawberry Frog Advertising Agency

Click to play clip from

Strawberry Frog: Inside

an Advertising Agency

VIDEO

Strawberry_5_17.mov


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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


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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

• Competitors

• Opportunities

• Target markets

• Customers

• Product positioning

•Media usage habits of the target market.

•Media used by the competition


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• To build brand image

• “Top of mind”

• “First choice”

• To inform

• To persuade

• To support other marketing efforts

• To encourage action

F I G U R E 5 . 8

Advertising Goals


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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 Persuasion


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Advertising Budget Manner of Distribution

• Continuous schedule

• Flighting schedule

• Pulsating schedule


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• The objective

• The target audience

• The message theme

• The support

• The constraints

F I G U R E 5. 9

The Creative Brief


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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 Message Theme • “Left brain” advertisement

• Logical, rational side of brain

• Manages numbers, letters, words, and concepts

• Use rational appeal

• “Right-brain” advertisement • Emotional side of brain

• Manages abstract ideas, images, and feelings

• Use emotional appeal


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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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Creative Brief

Click on speaker to play ad.

1. What is the objective?

2. Who is the target market?

3. What is the message theme?

4. What support is given?

5. What are the constraints?

After listening to this radio ad,

identify the various components

of the creative brief.


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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, 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 the

Creative Brief in

the previous slide.

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advertising planning

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advertising agency set

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