+ Overview of Advertising ManagementAdvertising management program is the process of preparing and integrating a company’s advertising efforts with the overall IMC message that already exits. It involves:

Evaluating the role of advertising in the IMC program. Selecting an in-house or external advertising agency. Developing an advertising management strategy. Developing a Creative Brief.

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+

To build brand image and brand awareness “Top of mind” “First choice”

To inform To persuade To support other marketing efforts To encourage action

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Establish Advertising Communication Objectives

6-3In 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.

+ Select Media

Must match the target audience

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+ Discuss Creative Brief with Creative Department

Creatives use the brief to develop advertisements

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+

The objective. The target audience. The message theme The support. The constraints.

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The Creative Brief

+ The Objective 6-7

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

+The Target Market

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The target market for this ad is females, 13-30, who enjoy sports and have an active life style.

+The Message Theme

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The message theme of this milk advertisement was that milk will provide calcium. The calcium will provide the customer with benefit of strong bones.

+The Support

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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.

+ Creative BriefDel 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.

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+Del Monte Advertisement

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Based on Creative Brief in the previous slide.

+ Taken From:

cmsu2.ucmo.edu/.../Ch06%20-%20Advertising%20Management.ppt

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+

Popular Ads

2013-2014Print and Media

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+ Creative Print Ads

http://www.boredpanda.com/creative-print-ads/

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+ You Tube’s Popular Ads

http://adage.com/article/digital/youtube-s-popular-ads-2014/296135/

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+ Some of the Most Clever Ads by Popular Brands http://guff.com/some-of-the-most-clever-

advertisements-by-popular-brands/

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+ Colour

http://www.businessinsider.com/branding-and-the-psychology-of-color-2012-12?op=1

http://www.color-wheel-pro.com/color-meaning.html

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+ If the writing is powerful enough, you don’t need anything else. http://www.buzzfeed.com/copyranter/10-brilliant-ads-

that-are-all-just-words#.xtw0vw290b

http://advertising.about.com/od/copywriting/a/The-10-Most-Powerful-Words-In-Advertising.htm

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+ How to Start an Advertising Campaign http://www.entrepreneur.com/article/66016

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+ A Friend’s Old Job

http://mccann.com

http://mccannlondon.co.uk

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