advertising management · 2019-09-30 · database & direct response sales promotions public...
TRANSCRIPT
![Page 1: Advertising Management · 2019-09-30 · database & direct response sales promotions public relations and sponsorships digital social media alternative channels advertising management](https://reader035.vdocuments.site/reader035/viewer/2022070704/5e832fd5868a1b36326a80b7/html5/thumbnails/1.jpg)
Chapter 5
ADVERTISING
MANAGEMENT
![Page 2: Advertising Management · 2019-09-30 · database & direct response sales promotions public relations and sponsorships digital social media alternative channels advertising management](https://reader035.vdocuments.site/reader035/viewer/2022070704/5e832fd5868a1b36326a80b7/html5/thumbnails/2.jpg)
CHAPTER OVERVIEW
Advertising management
Advertising theory
Relationship of advertising
expenditures to success
Choosing an advertising
agency
Advertising parameters
![Page 3: Advertising Management · 2019-09-30 · database & direct response sales promotions public relations and sponsorships digital social media alternative channels advertising management](https://reader035.vdocuments.site/reader035/viewer/2022070704/5e832fd5868a1b36326a80b7/html5/thumbnails/3.jpg)
The average person encounters more than 800 ads per day.
TV, Radio, Print, Billboards, Newspapers, Direct mail, mobile, online, etc.
Internet, texting, social networks, on hold messaging – all new
Marketers must make medium choices
READY FOR THIS?
![Page 4: Advertising Management · 2019-09-30 · database & direct response sales promotions public relations and sponsorships digital social media alternative channels advertising management](https://reader035.vdocuments.site/reader035/viewer/2022070704/5e832fd5868a1b36326a80b7/html5/thumbnails/4.jpg)
ADVERTISING MANAGEMENT
Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall
5-4
REGULATIONS & ETHICS
EVALUATION
DATABASE & DIRECT RESPONSE
SALES PROMOTIONS
PUBLIC RELATIONS AND SPONSORSHIPS
DIGITAL
SOCIAL MEDIA
ALTERNATIVE CHANNELS
ADVERTISING MANAGEMENT
ADVERTISING DESIGN
TRADITIONAL MEDIA
CORPORATE IMAGE BRAND MANAGEMENT
BUYERS BEHAVIORS
IMC PLANNING PROCESS
![Page 5: Advertising Management · 2019-09-30 · database & direct response sales promotions public relations and sponsorships digital social media alternative channels advertising management](https://reader035.vdocuments.site/reader035/viewer/2022070704/5e832fd5868a1b36326a80b7/html5/thumbnails/5.jpg)
Advertising management
▪Developing message theme
▪Leverage point
▪Appeal
▪Executional framework
ADVERTISING MANAGEMENT
![Page 6: Advertising Management · 2019-09-30 · database & direct response sales promotions public relations and sponsorships digital social media alternative channels advertising management](https://reader035.vdocuments.site/reader035/viewer/2022070704/5e832fd5868a1b36326a80b7/html5/thumbnails/6.jpg)
6
TO BE EFFECTIVE, AN AD….
Be noticed
Be remembered
Message should incite
some type of action
Purchase
Shift in brand loyalty
Affinity (I want to have a relationship with you)
Buy again
![Page 7: Advertising Management · 2019-09-30 · database & direct response sales promotions public relations and sponsorships digital social media alternative channels advertising management](https://reader035.vdocuments.site/reader035/viewer/2022070704/5e832fd5868a1b36326a80b7/html5/thumbnails/7.jpg)
![Page 8: Advertising Management · 2019-09-30 · database & direct response sales promotions public relations and sponsorships digital social media alternative channels advertising management](https://reader035.vdocuments.site/reader035/viewer/2022070704/5e832fd5868a1b36326a80b7/html5/thumbnails/8.jpg)
REMEMBERED
![Page 9: Advertising Management · 2019-09-30 · database & direct response sales promotions public relations and sponsorships digital social media alternative channels advertising management](https://reader035.vdocuments.site/reader035/viewer/2022070704/5e832fd5868a1b36326a80b7/html5/thumbnails/9.jpg)
9
INCITE SOME TYPE OF ACTION
![Page 10: Advertising Management · 2019-09-30 · database & direct response sales promotions public relations and sponsorships digital social media alternative channels advertising management](https://reader035.vdocuments.site/reader035/viewer/2022070704/5e832fd5868a1b36326a80b7/html5/thumbnails/10.jpg)
ADVERTISING AGENCY
5-10
![Page 11: Advertising Management · 2019-09-30 · database & direct response sales promotions public relations and sponsorships digital social media alternative channels advertising management](https://reader035.vdocuments.site/reader035/viewer/2022070704/5e832fd5868a1b36326a80b7/html5/thumbnails/11.jpg)
LAYS POTATO CHIPS
11
Lay’s is introducing eight new flavors of potato chips inspired by food from dif ferent regions of the country. The flavors are being released one at a time.
Here’s the list of new flavors:
Cajun Spice
Chile Con Queso
Chesapeake Bay Crab Spice
Deep Dish Pizza
Fried Pickles with Ranch
New England Lobster Roll
Pimento Cheese
Thai Sweet Chili
![Page 12: Advertising Management · 2019-09-30 · database & direct response sales promotions public relations and sponsorships digital social media alternative channels advertising management](https://reader035.vdocuments.site/reader035/viewer/2022070704/5e832fd5868a1b36326a80b7/html5/thumbnails/12.jpg)
12
PLANNING
PROCESS
![Page 13: Advertising Management · 2019-09-30 · database & direct response sales promotions public relations and sponsorships digital social media alternative channels advertising management](https://reader035.vdocuments.site/reader035/viewer/2022070704/5e832fd5868a1b36326a80b7/html5/thumbnails/13.jpg)
In developing an advertisement for a
promotional campaign, two theoretical
approaches
1. The hierarchy of effects model
2. A means-ends theory
5-13
ADVERTISING
THEORY
![Page 14: Advertising Management · 2019-09-30 · database & direct response sales promotions public relations and sponsorships digital social media alternative channels advertising management](https://reader035.vdocuments.site/reader035/viewer/2022070704/5e832fd5868a1b36326a80b7/html5/thumbnails/14.jpg)
HIERARCHY
OF
EFFECTS
THEORY
A model of how adver tising influences a
consumer's decision to purchase or not
purchase a product or service.
Represents the progression of learning
and decision-making consumer
experiences as a result of adver tising.
Used to set up a structured series of
adver tising message objectives for a
par ticular product, to build upon each
successive objective until a sale is
ultimately made.
The model suggests that a consumer or a
business buyer moves through a series of
six sequential steps when being convinced
to make a purchase:
![Page 15: Advertising Management · 2019-09-30 · database & direct response sales promotions public relations and sponsorships digital social media alternative channels advertising management](https://reader035.vdocuments.site/reader035/viewer/2022070704/5e832fd5868a1b36326a80b7/html5/thumbnails/15.jpg)
15
HIERARCHY OF EFFECTS MODEL
Steps are sequential
Consumers spend time at each step
Brand loyalty involves all six steps
Similar to attitude formation
Cognitive → affective → conative
Cognitive – awareness, knowledge
Affective – liking, preference, conviction
Conative – actual purchase
![Page 16: Advertising Management · 2019-09-30 · database & direct response sales promotions public relations and sponsorships digital social media alternative channels advertising management](https://reader035.vdocuments.site/reader035/viewer/2022070704/5e832fd5868a1b36326a80b7/html5/thumbnails/16.jpg)
16
BACK IN CHAPTER 3: ATTITUDES
![Page 17: Advertising Management · 2019-09-30 · database & direct response sales promotions public relations and sponsorships digital social media alternative channels advertising management](https://reader035.vdocuments.site/reader035/viewer/2022070704/5e832fd5868a1b36326a80b7/html5/thumbnails/17.jpg)
![Page 18: Advertising Management · 2019-09-30 · database & direct response sales promotions public relations and sponsorships digital social media alternative channels advertising management](https://reader035.vdocuments.site/reader035/viewer/2022070704/5e832fd5868a1b36326a80b7/html5/thumbnails/18.jpg)
18
![Page 19: Advertising Management · 2019-09-30 · database & direct response sales promotions public relations and sponsorships digital social media alternative channels advertising management](https://reader035.vdocuments.site/reader035/viewer/2022070704/5e832fd5868a1b36326a80b7/html5/thumbnails/19.jpg)
Pleasure
Salvation
Security
Self-fulfillment
Self-respect
Sense of belonging
Social acceptance
Wisdom
Comfortable life
Equality
Excitement
Freedom
Fun, exciting life
Happiness
Inner peace
Mature love
Personal accomplishment
5-19
IN DESIGNING ADS, IT IS IMPORTANT TO REMEMBER PEOPLE HAVE VALUES, AND MUCH OF THEIR CONSUMPTION BEHAVIOR IS
MOTIVATED BY A DESIRE TO FULFILL THESE VALUES IN THEIR L IVES.
![Page 20: Advertising Management · 2019-09-30 · database & direct response sales promotions public relations and sponsorships digital social media alternative channels advertising management](https://reader035.vdocuments.site/reader035/viewer/2022070704/5e832fd5868a1b36326a80b7/html5/thumbnails/20.jpg)
2. MEANS-END THEORY
20
Suggests the promotions contains a message (mean) that leads the consumer to
a desired end state.
•End States are personal values
People buy features that bring them benefits that get them closer to valued end
state.
•Consumer viewing the ad will reach one of the desired end state
![Page 21: Advertising Management · 2019-09-30 · database & direct response sales promotions public relations and sponsorships digital social media alternative channels advertising management](https://reader035.vdocuments.site/reader035/viewer/2022070704/5e832fd5868a1b36326a80b7/html5/thumbnails/21.jpg)
MEANS END THEORY
Drinking Milk…. Desired End State …
![Page 22: Advertising Management · 2019-09-30 · database & direct response sales promotions public relations and sponsorships digital social media alternative channels advertising management](https://reader035.vdocuments.site/reader035/viewer/2022070704/5e832fd5868a1b36326a80b7/html5/thumbnails/22.jpg)
MEANS-END THEORY
Investing in the future…. Will Lead to….
![Page 23: Advertising Management · 2019-09-30 · database & direct response sales promotions public relations and sponsorships digital social media alternative channels advertising management](https://reader035.vdocuments.site/reader035/viewer/2022070704/5e832fd5868a1b36326a80b7/html5/thumbnails/23.jpg)
MEANS-END THEORY
Wearing Gucci…. Desired End State….
![Page 24: Advertising Management · 2019-09-30 · database & direct response sales promotions public relations and sponsorships digital social media alternative channels advertising management](https://reader035.vdocuments.site/reader035/viewer/2022070704/5e832fd5868a1b36326a80b7/html5/thumbnails/24.jpg)
![Page 25: Advertising Management · 2019-09-30 · database & direct response sales promotions public relations and sponsorships digital social media alternative channels advertising management](https://reader035.vdocuments.site/reader035/viewer/2022070704/5e832fd5868a1b36326a80b7/html5/thumbnails/25.jpg)
![Page 26: Advertising Management · 2019-09-30 · database & direct response sales promotions public relations and sponsorships digital social media alternative channels advertising management](https://reader035.vdocuments.site/reader035/viewer/2022070704/5e832fd5868a1b36326a80b7/html5/thumbnails/26.jpg)
MECCAS
5 Elements should be used in creating ads:
Product attributes
Consumer benefits
Leverage points
Personal values
Executional framework
Means-End Conceptualization of Components of Advertising
![Page 27: Advertising Management · 2019-09-30 · database & direct response sales promotions public relations and sponsorships digital social media alternative channels advertising management](https://reader035.vdocuments.site/reader035/viewer/2022070704/5e832fd5868a1b36326a80b7/html5/thumbnails/27.jpg)
27
MEANS END CHAIN
![Page 28: Advertising Management · 2019-09-30 · database & direct response sales promotions public relations and sponsorships digital social media alternative channels advertising management](https://reader035.vdocuments.site/reader035/viewer/2022070704/5e832fd5868a1b36326a80b7/html5/thumbnails/28.jpg)
FIGURE 5.3 MEANS-END CHAIN
FOR MILK
![Page 29: Advertising Management · 2019-09-30 · database & direct response sales promotions public relations and sponsorships digital social media alternative channels advertising management](https://reader035.vdocuments.site/reader035/viewer/2022070704/5e832fd5868a1b36326a80b7/html5/thumbnails/29.jpg)
• When we look at this ad, we are moved through five elements
• Product attribute: hydration • Consumer Benefit being strong and
healthy if you drink water• Leverage point is the connection
between the benefit of health and the personal value of feeling wise.
• Personal value obtained from staying hydrated is feeling wise for drinking smartwater.
• Executional Framework - Jennifer’s looks & body reminds the viewer of the healthy aspects of drinking water• In this case working out to stay
young and fit.
![Page 30: Advertising Management · 2019-09-30 · database & direct response sales promotions public relations and sponsorships digital social media alternative channels advertising management](https://reader035.vdocuments.site/reader035/viewer/2022070704/5e832fd5868a1b36326a80b7/html5/thumbnails/30.jpg)
What are the five elements that move us through his ad?• What is the product attribute?• Consumer benefit?• Leverage point?• Personal value obtained?• Executional framework?
![Page 31: Advertising Management · 2019-09-30 · database & direct response sales promotions public relations and sponsorships digital social media alternative channels advertising management](https://reader035.vdocuments.site/reader035/viewer/2022070704/5e832fd5868a1b36326a80b7/html5/thumbnails/31.jpg)
MEANS-END CHAIN FOR BATHING SUITS
Material
Design
Fit
Price
Last long Holds shape
Style on trendFeel confident in social situation
AffordableValue
helps you look and feel your very bestImpress othersSexy
Personal Accomplishment
Social acceptanceSense of Belonging
Happiness
Excitement
Fun
Self-fulfillment
Smart
Leverage pointsExecutional FrameworkAttributes Benefits Personal Value
![Page 32: Advertising Management · 2019-09-30 · database & direct response sales promotions public relations and sponsorships digital social media alternative channels advertising management](https://reader035.vdocuments.site/reader035/viewer/2022070704/5e832fd5868a1b36326a80b7/html5/thumbnails/32.jpg)
32
![Page 33: Advertising Management · 2019-09-30 · database & direct response sales promotions public relations and sponsorships digital social media alternative channels advertising management](https://reader035.vdocuments.site/reader035/viewer/2022070704/5e832fd5868a1b36326a80b7/html5/thumbnails/33.jpg)
33
![Page 34: Advertising Management · 2019-09-30 · database & direct response sales promotions public relations and sponsorships digital social media alternative channels advertising management](https://reader035.vdocuments.site/reader035/viewer/2022070704/5e832fd5868a1b36326a80b7/html5/thumbnails/34.jpg)
34
![Page 35: Advertising Management · 2019-09-30 · database & direct response sales promotions public relations and sponsorships digital social media alternative channels advertising management](https://reader035.vdocuments.site/reader035/viewer/2022070704/5e832fd5868a1b36326a80b7/html5/thumbnails/35.jpg)
35
![Page 36: Advertising Management · 2019-09-30 · database & direct response sales promotions public relations and sponsorships digital social media alternative channels advertising management](https://reader035.vdocuments.site/reader035/viewer/2022070704/5e832fd5868a1b36326a80b7/html5/thumbnails/36.jpg)
MEANS-END CHAIN FOR TOYOTA PRIUS CAR
Fuel Efficiency
Less Pollution
Style/ Versitility
Affordable
Save time/money
Clean Air
Fits budget
Fits lifestyles
Comfortable Life
Personal Accomplishment
Social acceptance
Smart
Happiness
Excitement
Fun
Self-fulfillment
Smart
Leverage pointsExecutional FrameworkAttributes Benefits Personal Value
![Page 37: Advertising Management · 2019-09-30 · database & direct response sales promotions public relations and sponsorships digital social media alternative channels advertising management](https://reader035.vdocuments.site/reader035/viewer/2022070704/5e832fd5868a1b36326a80b7/html5/thumbnails/37.jpg)
![Page 38: Advertising Management · 2019-09-30 · database & direct response sales promotions public relations and sponsorships digital social media alternative channels advertising management](https://reader035.vdocuments.site/reader035/viewer/2022070704/5e832fd5868a1b36326a80b7/html5/thumbnails/38.jpg)
![Page 39: Advertising Management · 2019-09-30 · database & direct response sales promotions public relations and sponsorships digital social media alternative channels advertising management](https://reader035.vdocuments.site/reader035/viewer/2022070704/5e832fd5868a1b36326a80b7/html5/thumbnails/39.jpg)
![Page 40: Advertising Management · 2019-09-30 · database & direct response sales promotions public relations and sponsorships digital social media alternative channels advertising management](https://reader035.vdocuments.site/reader035/viewer/2022070704/5e832fd5868a1b36326a80b7/html5/thumbnails/40.jpg)
![Page 41: Advertising Management · 2019-09-30 · database & direct response sales promotions public relations and sponsorships digital social media alternative channels advertising management](https://reader035.vdocuments.site/reader035/viewer/2022070704/5e832fd5868a1b36326a80b7/html5/thumbnails/41.jpg)
MEANS-END CHAIN FOR MILK
Pleasure
Low fat
Calcium
Ingredients
Vitamins
Healthy
Healthy BonesGrowth
Essential nutrients
Good Taste
Self respect
Wisdom
Comfortable life
Wisdom
Happiness
Pleasure
Excitement
Leverage points
Attributes Benefit
Personal Value
![Page 42: Advertising Management · 2019-09-30 · database & direct response sales promotions public relations and sponsorships digital social media alternative channels advertising management](https://reader035.vdocuments.site/reader035/viewer/2022070704/5e832fd5868a1b36326a80b7/html5/thumbnails/42.jpg)
![Page 43: Advertising Management · 2019-09-30 · database & direct response sales promotions public relations and sponsorships digital social media alternative channels advertising management](https://reader035.vdocuments.site/reader035/viewer/2022070704/5e832fd5868a1b36326a80b7/html5/thumbnails/43.jpg)
43
![Page 44: Advertising Management · 2019-09-30 · database & direct response sales promotions public relations and sponsorships digital social media alternative channels advertising management](https://reader035.vdocuments.site/reader035/viewer/2022070704/5e832fd5868a1b36326a80b7/html5/thumbnails/44.jpg)
HOW CAN LEVERAGE POINTS AND TAG
LINES HELP ADS?
A leverage point is the
feature of the ad that leads
the viewer to transform the
adver tising message into a
personal value.
▪ To construct a quality leverage
point, the creative must be able
to build a pathway that connects
a product benefit with the
potential buyer’s value system.
▪ Creatives spend considerable
amounts of time designing ads
with powerful leverage points.
![Page 45: Advertising Management · 2019-09-30 · database & direct response sales promotions public relations and sponsorships digital social media alternative channels advertising management](https://reader035.vdocuments.site/reader035/viewer/2022070704/5e832fd5868a1b36326a80b7/html5/thumbnails/45.jpg)
VERBAL AND VISUAL ELEMENTS
Balance between visual
and verbal
Visual processing
▪ Easier to recall
▪ Stored both as pictures
and words
▪ Concrete vs. abstract
Radio visual imagery
Visual esperanto
International ads
B-to-B advertisements
![Page 46: Advertising Management · 2019-09-30 · database & direct response sales promotions public relations and sponsorships digital social media alternative channels advertising management](https://reader035.vdocuments.site/reader035/viewer/2022070704/5e832fd5868a1b36326a80b7/html5/thumbnails/46.jpg)
TAGLINES
A tagline is something
that is memorable and
identifies the
uniqueness of a brand
or that conveys some
type of special
meaning.
![Page 47: Advertising Management · 2019-09-30 · database & direct response sales promotions public relations and sponsorships digital social media alternative channels advertising management](https://reader035.vdocuments.site/reader035/viewer/2022070704/5e832fd5868a1b36326a80b7/html5/thumbnails/47.jpg)
TAGLINES
47
Key phrase in an advertisement
Memorable Identify uniqueness or
special meaning
Provide consistency
Taglines identified with specific
brands
Catchy taglines transcend campaigns
Developing new taglines is
challenging
![Page 48: Advertising Management · 2019-09-30 · database & direct response sales promotions public relations and sponsorships digital social media alternative channels advertising management](https://reader035.vdocuments.site/reader035/viewer/2022070704/5e832fd5868a1b36326a80b7/html5/thumbnails/48.jpg)
![Page 49: Advertising Management · 2019-09-30 · database & direct response sales promotions public relations and sponsorships digital social media alternative channels advertising management](https://reader035.vdocuments.site/reader035/viewer/2022070704/5e832fd5868a1b36326a80b7/html5/thumbnails/49.jpg)
49
![Page 50: Advertising Management · 2019-09-30 · database & direct response sales promotions public relations and sponsorships digital social media alternative channels advertising management](https://reader035.vdocuments.site/reader035/viewer/2022070704/5e832fd5868a1b36326a80b7/html5/thumbnails/50.jpg)
50
![Page 51: Advertising Management · 2019-09-30 · database & direct response sales promotions public relations and sponsorships digital social media alternative channels advertising management](https://reader035.vdocuments.site/reader035/viewer/2022070704/5e832fd5868a1b36326a80b7/html5/thumbnails/51.jpg)
51
![Page 52: Advertising Management · 2019-09-30 · database & direct response sales promotions public relations and sponsorships digital social media alternative channels advertising management](https://reader035.vdocuments.site/reader035/viewer/2022070704/5e832fd5868a1b36326a80b7/html5/thumbnails/52.jpg)
52
![Page 53: Advertising Management · 2019-09-30 · database & direct response sales promotions public relations and sponsorships digital social media alternative channels advertising management](https://reader035.vdocuments.site/reader035/viewer/2022070704/5e832fd5868a1b36326a80b7/html5/thumbnails/53.jpg)
![Page 54: Advertising Management · 2019-09-30 · database & direct response sales promotions public relations and sponsorships digital social media alternative channels advertising management](https://reader035.vdocuments.site/reader035/viewer/2022070704/5e832fd5868a1b36326a80b7/html5/thumbnails/54.jpg)
![Page 55: Advertising Management · 2019-09-30 · database & direct response sales promotions public relations and sponsorships digital social media alternative channels advertising management](https://reader035.vdocuments.site/reader035/viewer/2022070704/5e832fd5868a1b36326a80b7/html5/thumbnails/55.jpg)
![Page 56: Advertising Management · 2019-09-30 · database & direct response sales promotions public relations and sponsorships digital social media alternative channels advertising management](https://reader035.vdocuments.site/reader035/viewer/2022070704/5e832fd5868a1b36326a80b7/html5/thumbnails/56.jpg)
![Page 57: Advertising Management · 2019-09-30 · database & direct response sales promotions public relations and sponsorships digital social media alternative channels advertising management](https://reader035.vdocuments.site/reader035/viewer/2022070704/5e832fd5868a1b36326a80b7/html5/thumbnails/57.jpg)
![Page 58: Advertising Management · 2019-09-30 · database & direct response sales promotions public relations and sponsorships digital social media alternative channels advertising management](https://reader035.vdocuments.site/reader035/viewer/2022070704/5e832fd5868a1b36326a80b7/html5/thumbnails/58.jpg)
![Page 59: Advertising Management · 2019-09-30 · database & direct response sales promotions public relations and sponsorships digital social media alternative channels advertising management](https://reader035.vdocuments.site/reader035/viewer/2022070704/5e832fd5868a1b36326a80b7/html5/thumbnails/59.jpg)
![Page 60: Advertising Management · 2019-09-30 · database & direct response sales promotions public relations and sponsorships digital social media alternative channels advertising management](https://reader035.vdocuments.site/reader035/viewer/2022070704/5e832fd5868a1b36326a80b7/html5/thumbnails/60.jpg)
6-60
WHAT ROLE DOES VERBAL AND VISUAL ELEMENTS PLAY IN ADVERTISEMENTS?
Visual images:
Often lead to more favorable attitudes toward both the
advertisement and the brand
Tend to be more easily remembered than verbal copy
Are stored in the brain both as pictures and words
Range from very concrete and realistic to very abstract
Combining visual with verbal elements can cause a message to be dual-coded and more easily remembered.
A key decision made by the creative determines the degree of emphasis given to the visual elements of the ad versus the verbal elements.
![Page 61: Advertising Management · 2019-09-30 · database & direct response sales promotions public relations and sponsorships digital social media alternative channels advertising management](https://reader035.vdocuments.site/reader035/viewer/2022070704/5e832fd5868a1b36326a80b7/html5/thumbnails/61.jpg)
![Page 62: Advertising Management · 2019-09-30 · database & direct response sales promotions public relations and sponsorships digital social media alternative channels advertising management](https://reader035.vdocuments.site/reader035/viewer/2022070704/5e832fd5868a1b36326a80b7/html5/thumbnails/62.jpg)
![Page 63: Advertising Management · 2019-09-30 · database & direct response sales promotions public relations and sponsorships digital social media alternative channels advertising management](https://reader035.vdocuments.site/reader035/viewer/2022070704/5e832fd5868a1b36326a80b7/html5/thumbnails/63.jpg)
![Page 64: Advertising Management · 2019-09-30 · database & direct response sales promotions public relations and sponsorships digital social media alternative channels advertising management](https://reader035.vdocuments.site/reader035/viewer/2022070704/5e832fd5868a1b36326a80b7/html5/thumbnails/64.jpg)
![Page 65: Advertising Management · 2019-09-30 · database & direct response sales promotions public relations and sponsorships digital social media alternative channels advertising management](https://reader035.vdocuments.site/reader035/viewer/2022070704/5e832fd5868a1b36326a80b7/html5/thumbnails/65.jpg)
Establishing the Communication Budget
Budgets based on
▪ communication objectives
▪marketing objectives
Budgets vary from consumer to B-to-B markets
Unrealistic assumption to assume direct relationship between advertising and sales
▪For example: increasing your advertising budget will not automatically increase sales by 25%
![Page 66: Advertising Management · 2019-09-30 · database & direct response sales promotions public relations and sponsorships digital social media alternative channels advertising management](https://reader035.vdocuments.site/reader035/viewer/2022070704/5e832fd5868a1b36326a80b7/html5/thumbnails/66.jpg)
FACTORS IMPACTING RELATIONSHIP
BETWEEN PROMOTIONS AND SALES
Threshold ef fects are present at the point where
the adver tising or communications begins to affect
consumer responses in a positive direction.
Carryover ef fects refer to an ads message being
remembered or carried over to the time when the
product is needed and the consumer is thinking
about the purchase.
Wear-out ef fects happen when an ad or message
becomes old and stale and the consumer no longer
pays attention to it.
Decay effects occur when a company quits
adver tising and the brand name begins to fade in
people’s memories.
![Page 67: Advertising Management · 2019-09-30 · database & direct response sales promotions public relations and sponsorships digital social media alternative channels advertising management](https://reader035.vdocuments.site/reader035/viewer/2022070704/5e832fd5868a1b36326a80b7/html5/thumbnails/67.jpg)
TYPES OF BUDGETS
Percentage of Sales
▪ Sales of current year, or next year
▪ Simple
Meet the competition
▪ Seeks to prevent market share loss
▪ Highly competitive markets
▪ Dollars may not be spent efficiently
What we can af ford
▪ Set after all other items budgeted
▪ No understanding importance of marketing
Objective and task
▪ Budgets determined by objectives
▪ Best method of budgeting
▪ Used by 50% of firms
![Page 68: Advertising Management · 2019-09-30 · database & direct response sales promotions public relations and sponsorships digital social media alternative channels advertising management](https://reader035.vdocuments.site/reader035/viewer/2022070704/5e832fd5868a1b36326a80b7/html5/thumbnails/68.jpg)
REGULATIONS & ETHICS
EVALUATION
DATABASE & DIRECT RESPONSE
SALES PROMOTIONS
PUBLIC RELATIONS AND SPONSORSHIPS
DIGITAL
SOCIAL MEDIA
ALTERNATIVE CHANNELS
ADVERTISING MANAGEMENT
ADVERTISING DESIGN
TRADITIONAL MEDIA
CORPORATE IMAGE BRAND MANAGEMENT
BUYERS BEHAVIORS
IMC PLANNING PROCESS
OVERVIEW OF INTEGRATING
MARKETING COMMUNICATIONS
IMC Foundation
Advertising Tools
IMC Media Tools
Promotional Tools
Integration Tools
![Page 70: Advertising Management · 2019-09-30 · database & direct response sales promotions public relations and sponsorships digital social media alternative channels advertising management](https://reader035.vdocuments.site/reader035/viewer/2022070704/5e832fd5868a1b36326a80b7/html5/thumbnails/70.jpg)
Consult and give advice on how to develop target markets
Direct on how to project a strong company image and theme
Assist in selecting company logos and slogans
Preparation of advertisements
Planning and purchasing media time and space
ADVERTISING AGENCIES
![Page 71: Advertising Management · 2019-09-30 · database & direct response sales promotions public relations and sponsorships digital social media alternative channels advertising management](https://reader035.vdocuments.site/reader035/viewer/2022070704/5e832fd5868a1b36326a80b7/html5/thumbnails/71.jpg)
INTERNSHIPS
![Page 72: Advertising Management · 2019-09-30 · database & direct response sales promotions public relations and sponsorships digital social media alternative channels advertising management](https://reader035.vdocuments.site/reader035/viewer/2022070704/5e832fd5868a1b36326a80b7/html5/thumbnails/72.jpg)
The size of the account
The media budget
Objectivity
Product complexity
Creative ability
IN-HOUSE OR ADVERTISING AGENCY
DECISION CRITERIA
![Page 73: Advertising Management · 2019-09-30 · database & direct response sales promotions public relations and sponsorships digital social media alternative channels advertising management](https://reader035.vdocuments.site/reader035/viewer/2022070704/5e832fd5868a1b36326a80b7/html5/thumbnails/73.jpg)
BANANA REPUBLIC, GAP, OLD NAVY
![Page 74: Advertising Management · 2019-09-30 · database & direct response sales promotions public relations and sponsorships digital social media alternative channels advertising management](https://reader035.vdocuments.site/reader035/viewer/2022070704/5e832fd5868a1b36326a80b7/html5/thumbnails/74.jpg)
Team membership▪Member of the home
team▪Work on business day
and night
Continuity▪ In-house stay around
longer▪Access to big ideas▪They are there
everyday▪First line of
information
A CASE FOR IN-HOUSE AGENCY
![Page 75: Advertising Management · 2019-09-30 · database & direct response sales promotions public relations and sponsorships digital social media alternative channels advertising management](https://reader035.vdocuments.site/reader035/viewer/2022070704/5e832fd5868a1b36326a80b7/html5/thumbnails/75.jpg)
Lower costs
Consistent brand message
Better understanding of product and mission
Faster ad production
Works closer with CEO
Lower turnover rate in the creative team
• Reduce costs
• Greater expertise
• Outsider’s perspective
• Access to top talent
Advantages of In-House Advantages of Outside Agency
ADVANTAGES OF IN-HOUSE VERSUS
OUTSIDE AGENCY
![Page 76: Advertising Management · 2019-09-30 · database & direct response sales promotions public relations and sponsorships digital social media alternative channels advertising management](https://reader035.vdocuments.site/reader035/viewer/2022070704/5e832fd5868a1b36326a80b7/html5/thumbnails/76.jpg)
New alternative
Outsource creative
▪Unilever
▪Doritos
Overall cost not lower
Advantages
▪Consumers involved
▪Generate buzz
CROWD SOURCING
![Page 77: Advertising Management · 2019-09-30 · database & direct response sales promotions public relations and sponsorships digital social media alternative channels advertising management](https://reader035.vdocuments.site/reader035/viewer/2022070704/5e832fd5868a1b36326a80b7/html5/thumbnails/77.jpg)
CHOOSING AN AGENCY
Choosing the advertising agency that best suits a company requires careful planning
1. Set goals2. Select process and criteria3. Screen initial list of applicants4. Reduce list to two or three
viable agencies5. Request creative pitch
![Page 78: Advertising Management · 2019-09-30 · database & direct response sales promotions public relations and sponsorships digital social media alternative channels advertising management](https://reader035.vdocuments.site/reader035/viewer/2022070704/5e832fd5868a1b36326a80b7/html5/thumbnails/78.jpg)
Size of agency
Relevant experience in the industry
No conflicts of interest
Creative reputation
Product capabilities
Media purchasing capabilities
Other services available
Client retention rates
Personal chemistry
EVALUATION CRITERIA
SELECTING ADVERTISING AGENCY
![Page 79: Advertising Management · 2019-09-30 · database & direct response sales promotions public relations and sponsorships digital social media alternative channels advertising management](https://reader035.vdocuments.site/reader035/viewer/2022070704/5e832fd5868a1b36326a80b7/html5/thumbnails/79.jpg)
79
CREATIVE PITCH
2 to 3 finalists
Formal presentation → shootout
Specific problem/situation
Expensive for agencies
![Page 80: Advertising Management · 2019-09-30 · database & direct response sales promotions public relations and sponsorships digital social media alternative channels advertising management](https://reader035.vdocuments.site/reader035/viewer/2022070704/5e832fd5868a1b36326a80b7/html5/thumbnails/80.jpg)
80
REFERENCE CHECK OF FINAL 2 OR 3
Agency’s client retention
Calling firms that are working with the agency
Talk to media agents who sell media time to understand how they buy media
![Page 81: Advertising Management · 2019-09-30 · database & direct response sales promotions public relations and sponsorships digital social media alternative channels advertising management](https://reader035.vdocuments.site/reader035/viewer/2022070704/5e832fd5868a1b36326a80b7/html5/thumbnails/81.jpg)
ONCE AN AGENCY IS SELECTED…
![Page 82: Advertising Management · 2019-09-30 · database & direct response sales promotions public relations and sponsorships digital social media alternative channels advertising management](https://reader035.vdocuments.site/reader035/viewer/2022070704/5e832fd5868a1b36326a80b7/html5/thumbnails/82.jpg)
KEY ADVERTISING
PERSONNEL
ClientMarketing Manager
AccountPlanner
ClientMarketing Manager
ClientMarketing Manager
Creative Creative Creative Creative
CreativeDirector
TrafficManager Media
Buyers&
Planners
AccountExecutive
![Page 83: Advertising Management · 2019-09-30 · database & direct response sales promotions public relations and sponsorships digital social media alternative channels advertising management](https://reader035.vdocuments.site/reader035/viewer/2022070704/5e832fd5868a1b36326a80b7/html5/thumbnails/83.jpg)
83
KEY ADVERTISING PERSONNEL
Account Executives
Creatives
Traffic managers
Media planners
Media buyers
![Page 84: Advertising Management · 2019-09-30 · database & direct response sales promotions public relations and sponsorships digital social media alternative channels advertising management](https://reader035.vdocuments.site/reader035/viewer/2022070704/5e832fd5868a1b36326a80b7/html5/thumbnails/84.jpg)
ACCOUNT EXECUTIVE
▪ Go between ▪ Soliciting the account▪ Finalizing details of the
contract▪ Selecting the creative
team ▪ Makes sure everything
is on strategy
![Page 85: Advertising Management · 2019-09-30 · database & direct response sales promotions public relations and sponsorships digital social media alternative channels advertising management](https://reader035.vdocuments.site/reader035/viewer/2022070704/5e832fd5868a1b36326a80b7/html5/thumbnails/85.jpg)
CREATIVES
• Develop and produce advertisements.
• Work long hours and work under enormous pressures
• Design ads that are effective and which produce results.
![Page 86: Advertising Management · 2019-09-30 · database & direct response sales promotions public relations and sponsorships digital social media alternative channels advertising management](https://reader035.vdocuments.site/reader035/viewer/2022070704/5e832fd5868a1b36326a80b7/html5/thumbnails/86.jpg)
TRAFFIC MANAGERS
• Regulates the flow of work in the agency.
• Increases efficiency and profitability
• Large agencies may have a traffic department of five or more employees.
• Make sure legal has seen all copy, design, print and media.
![Page 87: Advertising Management · 2019-09-30 · database & direct response sales promotions public relations and sponsorships digital social media alternative channels advertising management](https://reader035.vdocuments.site/reader035/viewer/2022070704/5e832fd5868a1b36326a80b7/html5/thumbnails/87.jpg)
MEDIA PLANNER
• Selects media for advertisement placement
• Work with advertising budgets
• Recommends the best possible use of various media platforms available to advertisers.
• Their roles may include analyzing target audiences, keeping abreast of media developments, reading market trends and understanding motivations of consumers (often including psychology and neuroscience).
![Page 88: Advertising Management · 2019-09-30 · database & direct response sales promotions public relations and sponsorships digital social media alternative channels advertising management](https://reader035.vdocuments.site/reader035/viewer/2022070704/5e832fd5868a1b36326a80b7/html5/thumbnails/88.jpg)
Purchase media space or
time
Their mission is to find a
combination of so the
client can communicate
the message in the most
effective manner possible
at the minimum cost.
MEDIA BUYER
![Page 89: Advertising Management · 2019-09-30 · database & direct response sales promotions public relations and sponsorships digital social media alternative channels advertising management](https://reader035.vdocuments.site/reader035/viewer/2022070704/5e832fd5868a1b36326a80b7/html5/thumbnails/89.jpg)
Joint ef for t of account executive, creative, account planner,
and media planner
Working together
Produce campaigns that stand out among the competing
messages
ADVERTISING CAMPAIGN PARAMETERS
![Page 90: Advertising Management · 2019-09-30 · database & direct response sales promotions public relations and sponsorships digital social media alternative channels advertising management](https://reader035.vdocuments.site/reader035/viewer/2022070704/5e832fd5868a1b36326a80b7/html5/thumbnails/90.jpg)
To build brand image
▪Top of mind
▪First choice
Provide information
Persuade
Support other marketing efforts
Encourage action
ADVERTISING GOALS
![Page 91: Advertising Management · 2019-09-30 · database & direct response sales promotions public relations and sponsorships digital social media alternative channels advertising management](https://reader035.vdocuments.site/reader035/viewer/2022070704/5e832fd5868a1b36326a80b7/html5/thumbnails/91.jpg)
MEDIA SELECTION
• Understanding of media usage
habits of target market and
then matching that information
with the profile of each
mediums audience
![Page 92: Advertising Management · 2019-09-30 · database & direct response sales promotions public relations and sponsorships digital social media alternative channels advertising management](https://reader035.vdocuments.site/reader035/viewer/2022070704/5e832fd5868a1b36326a80b7/html5/thumbnails/92.jpg)
PRIVATE WEALTH AD CAMPAIGN
![Page 93: Advertising Management · 2019-09-30 · database & direct response sales promotions public relations and sponsorships digital social media alternative channels advertising management](https://reader035.vdocuments.site/reader035/viewer/2022070704/5e832fd5868a1b36326a80b7/html5/thumbnails/93.jpg)
PRIVATE WEALTH AD CAMPAIGN
![Page 94: Advertising Management · 2019-09-30 · database & direct response sales promotions public relations and sponsorships digital social media alternative channels advertising management](https://reader035.vdocuments.site/reader035/viewer/2022070704/5e832fd5868a1b36326a80b7/html5/thumbnails/94.jpg)
MEDIA SCHEDULE
![Page 95: Advertising Management · 2019-09-30 · database & direct response sales promotions public relations and sponsorships digital social media alternative channels advertising management](https://reader035.vdocuments.site/reader035/viewer/2022070704/5e832fd5868a1b36326a80b7/html5/thumbnails/95.jpg)
end
95
![Page 96: Advertising Management · 2019-09-30 · database & direct response sales promotions public relations and sponsorships digital social media alternative channels advertising management](https://reader035.vdocuments.site/reader035/viewer/2022070704/5e832fd5868a1b36326a80b7/html5/thumbnails/96.jpg)
The objective
The target audience
The message theme
The support
The constraints
CREATIVE BRIEF
![Page 97: Advertising Management · 2019-09-30 · database & direct response sales promotions public relations and sponsorships digital social media alternative channels advertising management](https://reader035.vdocuments.site/reader035/viewer/2022070704/5e832fd5868a1b36326a80b7/html5/thumbnails/97.jpg)
Document prepared by client
and account management
for creative team
▪ Creatives take the
information and develop
ads that convey the desired
message
▪ Garbage in/garbage out
▪ All creatives use the main
objective to begin work
CREATIVE BRIEF