434ch5advert mgmt new

8/6/2019 434ch5advert Mgmt New

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Advertising Management

Chapter 5


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Advertising Management Program

T he process of preparing and integrating acompanys advertising efforts with other integrated marketing communications efforts.


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S teps in Advertising Campaign

Management R eview communications market analysis (from Chapter 4).

Competitive analysis

Opportunity analysisT arget market analysisCustomer analysisPositioning analysis

Establish advertising portion of IMC objectives. Wh at dowe mean by t h is?R eview communications budget.Select media.Discuss Creative Strategy with appropriate parties.


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Advertising Goals

T o build brand image.T op of mind

First choiceT o inform.T o persuade.T o support other marketing communicationefforts.T o encourage action.


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In terms of soup, CampbellSoup ranks the highest intop of mind as well as

top choice. As a result of this brand image , theyenjoy a 70% market sharein the soup industry.


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M arketing to ChildrenRight or Wrong?

Factors to consider:Size of market.Building brandawareness.Mental capacity of children

R ole of parentshttp://www.youtube.com/watch?v= T ijcoS8qHIE

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


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Communications Budget - Distribution

Continuous scheduleFlighting schedulePulsating schedule


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Whats Happening!C onsistency in a campaign the next 3 ads

http://www.youtube.com/watch?v=2ZK-aBSinj0&feature=relatedhttp://www.youtube.com/watch?v=L R debJrwn2s&feature=relatedhttp://www.youtube.com/watch?v=y T uv9zkAxY8

http://www.youtube.com/watch?v=E0JPOKwWhg4&feature=relatedhttp://www.brandfreak.com/2009/02/trojan-knows-what-she-wants-for-valentines-day-gonorrhea.htmlhttp://www.youtube.com/watch?v=e9OLdtUAyAchttp://www.youtube.com/watch?v=HmpE_fQpwIA&feature=related

www.peerintoasoul.ca (good example of IMC)http://www.youtube.com/watch?v= T ijcoS8qHIE


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Th e Creative S trategy

Establish objectiveIdentification of target market/consumer

Create a message themeSupporting InformationIdentify constraintsNeed a creative concept, or big idea to express that messageEx amples:

United Church of Canada wonder caf campaignwww.wondercafe.cawww.dove.cahttp://www.dove.ca/en#/features/videos/video_gallery.aspx[cp-documentid=11248870


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T he Objective

An advertisement for SoftScrub designed to enhancethe brands image.


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T he Objective

An advertisement for Bic designed to enhance

the brands image .


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T he T argetM arket

T he target market for this

ad is females, 13-16, whoenjoy sports and have anactive life style.


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T he Support

T he support claimshighlighted in thisadvertisement is thatMicro T hins are:

30% thinner 40% lighter 4 times more scratch

resistant10 times more impact

resistant99.9% UV protectionanti-reflective.


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Depict or condone dangerous, illegal, aggressive, or recklessdriving.Draw attention to the acceleration or speed capabilities of avehicle.Depict speed, racing, or other forms of competitive driving inany way associated with normal on-road use of vehicles.(Such scenes should be clearly identifiable as part of anorganized motor sport.)Show unsafe images of off-road driving.Use fantasy, humor, or self-evident exaggeration to bypassthe codes provisions.Use disclaimers to justify including material that doesntcomply with the code.

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

A dvertisements should not:

F I G U R E 5. 7C onstraints: A ustralian Motor Vehicle A d C ode


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Del M onte

Advertisement


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Creative StrategyDel M onte

T he Objective Increase awareness of thesmaller-size cans with pull-top lid.T arget Audience senior citizens, especially

those that live alone and suffer from arthritis andpeople wanting convenience.Message T heme T he new cans not onlycontains a smaller portion but are easier to

open/more convenient.Support illustration of how the lid comes off.Constraints copyright logo, legal requirementsof a coupon and what is meant by a small serve.

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