Advertising Management

Chapter 5

Advertising Management Program

The process of preparing and integrating a company’s advertising efforts with other integrated marketing communications efforts.

Steps in Advertising Campaign Management

Review communications market analysis (from Chapter 4).

Competitive analysis Opportunity analysis Target market analysis Customer analysis Positioning analysis

Establish advertising portion of IMC objectives. What do we mean by this?

Review communications budget. Select media. Discuss Creative Strategy with appropriate parties.

Advertising Goals

To build brand image. “Top of mind” “First choice”

To inform. To persuade. To support other marketing communication

efforts. To encourage action.

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.

Marketing to ChildrenRight or Wrong?

Factors to consider: Size of market. Building brand

awareness. Mental capacity of

children Role of parents http://

www.youtube.com/watch?v

=TijcoS8qHIE

Should advertising to children be regulated? Why or Why not?

Communications Budget - Distribution

Continuous schedule Flighting schedule Pulsating schedule

What’s Happening!

Consistency in a campaign – the next 3 ads http://www.youtube.com/watch?v=2ZK-aBSinj0&feature=related http://www.youtube.com/watch?v=LRdebJrwn2s&feature=relate

d http://www.youtube.com/watch?v=yTuv9zkAxY8

http://www.youtube.com/watch?v=E0JPOKwWhg4&feature=related

http://www.brandfreak.com/2009/02/trojan-knows-what-she-wants-for-valentines-day-gonorrhea.html

http://www.youtube.com/watch?v=e9OLdtUAyAc http://www.youtube.com/watch?

v=HmpE_fQpwIA&feature=relatedwww.peerintoasoul.ca (good example of IMC) http://www.youtube.com/watch?v=TijcoS8qHIE

The Creative Strategy

Establish objective Identification of target market/consumer Create a message theme Supporting Information Identify constraints Need a creative concept, or “big idea” to express that message Examples:

United Church of Canada – wonder café campaign www.wondercafe.ca www.dove.ca http://www.dove.ca/en#/features/videos/

video_gallery.aspx[cp-documentid=11248870

The Objective

An advertisement for Soft Scrub designed to enhance the brand’s image.

The Objective

An advertisement for Bic designed to enhance the brand’s image.

The Target Market

The target market for this ad is females, 13-16, who enjoy sports and have an active life style.

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.

Depict or condone dangerous, illegal, aggressive, or reckless driving.

Draw attention to the acceleration or speed capabilities of a vehicle.

Depict speed, racing, or other forms of competitive driving in any way associated with normal on-road use of vehicles. (Such scenes should be clearly identifiable as part of an organized motor sport.)

Show unsafe images of off-road driving. Use fantasy, humor, or self-evident exaggeration to bypass

the code’s provisions. Use disclaimers to justify including material that doesn’t

comply with the code.

Source: Maria Nguyen, “Best Media for Car Marketers,” B&T Weekly, Vol. 54, No. 2493 (October 15, 2004), p. 21.

Advertisements should not:

F I G U R E 5. 7Constraints: Australian Motor Vehicle Ad Code

Del Monte Advertisement

Creative StrategyDel 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 and people wanting convenience.

Message Theme – The new cans not only contains a smaller portion but are easier to open/more convenient.

Support –illustration of how the lid comes off. Constraints – copyright logo, legal requirements

of a coupon and what is meant by a small serve.