Scribd Logo
Upload

Welcome to Scribd!

    • 652 views

    Chapter 5 - Advertising Management

    Uploaded by

    Shovon Rahman
    This document provides an overview of key concepts in advertising management. It discusses that marketers face the challenge of designing communications across many different media types with limited budgets. Effective ads must be noticed, remembered, and incite action. There are three main elements to creating effective ads: developing an advertising strategy, thoughtful ad design, and careful media selection. An advertising management program involves reviewing company activities, selecting an ad agency, developing an advertising strategy, and completing a creative brief. Choosing an ad agency considers factors like account size, budget, objectivity, and services provided. The advertising planning process includes general pre-planning, product research, developing a major selling idea, and establishing advertising goals and budgets.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd

    Chapter 5 - Advertising Management

    Uploaded by

    Shovon Rahman
    652 views21 pages
    This document provides an overview of key concepts in advertising management. It discusses that marketers face the challenge of designing communications across many different media types with limited budgets. Effective ads must be noticed, remembered, and incite action. There are three main elements to creating effective ads: developing an advertising strategy, thoughtful ad design, and careful media selection. An advertising management program involves reviewing company activities, selecting an ad agency, developing an advertising strategy, and completing a creative brief. Choosing an ad agency considers factors like account size, budget, objectivity, and services provided. The advertising planning process includes general pre-planning, product research, developing a major selling idea, and establishing advertising goals and budgets.

    Original Description:

    Integrated advertising promotion

    Copyright

    © Attribution Non-Commercial (BY-NC)

    Available Formats

    PPTX, PDF, TXT or read online from Scribd

    Did you find this document useful?

    Is this content inappropriate?

    This document provides an overview of key concepts in advertising management. It discusses that marketers face the challenge of designing communications across many different media types with limited budgets. Effective ads must be noticed, remembered, and incite action. There are three main elements to creating effective ads: developing an advertising strategy, thoughtful ad design, and careful media selection. An advertising management program involves reviewing company activities, selecting an ad agency, developing an advertising strategy, and completing a creative brief. Choosing an ad agency considers factors like account size, budget, objectivity, and services provided. The advertising planning process includes general pre-planning, product research, developing a major selling idea, and establishing advertising goals and budgets.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    652 views21 pages

    Chapter 5 - Advertising Management

    Uploaded by

    Shovon Rahman
    This document provides an overview of key concepts in advertising management. It discusses that marketers face the challenge of designing communications across many different media types with limited budgets. Effective ads must be noticed, remembered, and incite action. There are three main elements to creating effective ads: developing an advertising strategy, thoughtful ad design, and careful media selection. An advertising management program involves reviewing company activities, selecting an ad agency, developing an advertising strategy, and completing a creative brief. Choosing an ad agency considers factors like account size, budget, objectivity, and services provided. The advertising planning process includes general pre-planning, product research, developing a major selling idea, and establishing advertising goals and budgets.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 21

    Advertising Management

    Chapter 5 Lecturer Md Shahedur Rahman

    The average person encounters

    more than 600 advertisements per day delivered through an expanding variety of media. Marketers now face a challenge:
    They cant afford to design

    communication for all the different media choices need to be made The messages must be designed to give the company an edge in a

    To be effective
    The ad must be noticed

    It must then be

    remembered The message should incite some kind of action (purchase, change of brand loyalty, or at least find a place in the longterm memory)

    Ingredients of Effective Advertisements


    There are essentially 3 elements

    to creating an effective ad:


    Development of a logical

    advertising management scheme for the firm Thoughtful design of advertisements Careful selection of media
    Selecting media and designing

    ads go hand in hand one cannot be performed without the other.

    Overview of Advertising Management


    An advertising management program is the

    process of preparing and integrating a companys advertising efforts with the overall IMC message. An effective program consists of 4 activities that combine to form the advertising management process:
    the companys activities in light of advertising management 2. Select an in-house or external advertising agency 3. Develop an advertising management strategy 4. Complete a creative brief
    1. Review

    Advertising and the IMC Process


    Advertising is a part of IMC
    The role advertising plays varies by

    company, products, and the marketing goals established by the firm. For some products and companies, advertising is the central focus and the other components (Trade Promotions, Consumers Promotions, and Personal selling) support the ad campaign.

    Advertising and the IMC Process


    For others, advertising may play a

    secondary role, such as supporting the national sales force, and a firms trade promotion program.
    In both B2C and B2B scenarios,

    the key to using advertising effectively is to see advertising as one of the spokes in the wheel of the promotional effort.

    Choosing an Advertising Agency


    In-house advertising group Vs.

    External advertising agency


    Lack of expertise Going Global

    Understanding of the product

    Choosing an Advertising Agency


    The factors to consider are:
    The size of the Account ( Big or Small ?) Amount of money that can be spent on media ( 75-

    15 -10 or 25 -40-35 ) Objectivity factor (Unbiased or ignore the unusual effect) Complexity of the product (Complex or simple product) Creativity concerns (who is more creative ?)

    External Advertising Agencies


    Boutique agencies to Full Service Agencies A Full-Service Ad Agency may provide:
    Consulting and giving advice on how to

    develop target markets Providing specialized services for business markets Providing suggestions on how to project a strong company image Supplying assistance in selecting company logos and slogans Preparation of advertisements Planning and purchasing media time and space

    Steps in Selecting an Advertising Agency


    1.
    2. 3. 4. 5. 6. 7.

    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

    Evaluation Criteria in Choosing an Ad Agency


    1. Size of the agency 2. Relevant experience of the 3. 4. 5.

    6.

    7.

    agency Conflicts of interest Creative reputation and capabilities Production capabilities (Printing Admaking ) Media purchasing capabilities ( Not all the agencies getting the same rate ) Other services available

    Advertising Planning & Research


    General pre-planning input ( What and how we want

    to do it ?)
    Product-specific research
    Problem detection Deprivation (Got Milk?)

    Qualitative research
    Major Selling Idea / Big Idea

    Role of Adv Account Executives


    The Account Exec is the key go-between for both

    the advertising agency and the client.


    Generating stewardship reports.
    An account exec starts by getting a client brief for

    a project, and ends after providing client with an evaluation report of the campaign. For the client, the account exec is often the face of the agency.

    Role of Creatives
    Creatives are the people who actually develop

    and produce advertisements. They appear to hold the glamour jobs in advertising

    Communication Market Analysis


    2 important elements are outlined as part of the

    communication market analysis:


    The media usage habits of people in the target market (

    What media our consumers use ?) The media utilized by the competing brands ( Coke and Pepsi )

    Advertising Goals
    This is the second step of advertising planning to

    establish and clarify advertising goals.


    Most common advertising goals:

    Building Brand Image (TOM, Top Choice) Providing Information Persuasion Supporting Marketing Efforts (Part of a promotional campaign. Eg. Buy now ) Encouraging Action ( Last step from AIDA model)

    Advertising Budget
    Now time to decide on media to be used, and the

    manner of distribution as well.


    The tactics of distributing
    Advertising the most when sales are at peak

    seasons (pulsating schedule or flighting) Advertising the most during low sales seasons (drumming up business) Level amounts (Continuous campaign schedule)

    Media Selection
    Media buying When media selection is

    performed correctly and messages are designed to fit with the chosen media, the chances for success greatly increase.

    The Creative Brief


    Parts of a creative brief:
    The objective Increasing brand awareness, building brand image, increasing customer traffic, providing quality information, etc. The target audience Males, 20 to 35, college educated, professionals The message theme USP The support 20% better, 99.9% UV protection, 30% less cholesterol, etc. The constraints Legal

    Midterm 1
    Next Week!!

    Please go through with the Text book

    You might also like