Bsib 621 PPT 4

ELECTIVE 2:
MEDIA ADVERTISING
CHAPTER 4
ADVERTISING MANAGEMENT
Advertising Management
Advertising Management Program
- Is a process of preparing and integrating a company’s
advertising efforts with the overall IMC message. It
has four program activities:
1. Review the role of advertising in the IMC effort
2. Select an in – house or external advertising agency
3. Develop an advertising campaign management
strategy
4. Complete a creative brief
Advertising Management
Ingredients of Creating Effective Advertisements
1. Development of logical advertising management
scheme for the company
2. Thoughtful design of advertisement
3. Careful selection of media
Advertising and IMC Process
Advertising plays a major component of Integrated
Marketing Communication.
Advertising is the commercial promotion of goods,
services and companies and ideas to the public
Advertising is part of promotional mix that plays role the
same as the aims of consumer promotions, personal
selling and public relations.
In – House Advertising Vs External Advertising
In – House Advertising
-Isany advertising initiatives that is not outsourced to a
third party.
-Internal advertising done by management with no
participation from outside agencies.
External Advertising
- Is any advertising done through the initiatives and
negotiations with an authorized advertising firm like TV
networks or media intermediaries.
In – House Advertising Vs External Advertising
IN HOUSE ADVERTISING EXTERNAL ADVERTISING

Lower cost Higher Cost
Consistent Brand Image Greater expertise
Better understanding of Outsider’s perspective
product and mission
Faster Ad Production Access to top talent
Works closer with CEO
External Advertising Agencies
What are their services?
-Advice about how to develop target markets
-Assistance in selecting company logos/slogans
-Suggestions about capturing strong company image
- Preparation of advertisement
- Planning and purchasing media time and space
Choosing an Agency
Steps to follow:
1. Goal Setting
2. Selection criteria
3. Screening initial list of agencies
4. Request client references
5. Reduce list to two or three viable agencies
6. Request creative pitch
Evaluation Criteria in Choosing Advertising Agency
-Size of the agency
-Relevant experience of the agency
-Conflicts of interest
-Creative reputation and capabilities
-Production capabilities
-Media purchasing capabilities
-Client retention rates
-Personal chemistry
-Other services available
Advertising Agency Personnel
1. Account executives (contact person of advertising
client)
2. Creatives (lay-out designs/artists)
3. Traffic Managers (Production head)
4. Account Planners (marketing officer who work with
Account executives)
Role of Quality Communication
Quality communication roles a vital part in the relations
between the client company and the advertising agency.
This adheres the following:
-Customer Intimacy
-Loyalty and good rapport
-Honesty and Integrity
-Morale High Regards
Advertising Campaign Management
This is a process of preparing and integrating a specific
advertising program. This is done whether through In –
House or External Agency, where the marketing manager
oversees the development of the advertising campaign.
This Advertising Campaign Management makes sure that
the advertisement of a company’s product or service is
feasible in all course particularly when dealing with
costs and increasing consumer markets
Advertising Campaign Management
Steps of Advertising Campaign MGMT
1. Conduct and review advertising research
2. Establish advertising objectives
3. Review advertising budget
4. Select appropriate media (TV or Prints)
5. Prepare creative brief (Content/details of the
advertisement)
Advertising Research
This is a process of content analysis of client company
when its products and services are to be advertized.
It mainly focuses on the Points of information that are
needed to be part of advertisement so that the market
would understand the benefit they can get when buying
the product.
-How products are used;
-When they are used;
-What to benefit when they are used
Advertising Research
Types of Advertising Research
1. Product – Specific Research – involves identifying key
product characteristics that become selling points.
(features and contents of product)
2. Consumer – Oriented Research – involves motivating
points such as experience of other people, quality
content, and satisfaction ratings or licensees passed
Advertising Budget
One of the most critical parts of advertising decision is
budget. This involves the decision as to how advertisement
will be funded and financed.
Allocating Advertising Funds
1. Pulsating Schedule – involves continuous advertising
during the year with bursts of higher intensity at specific
times.
2. Flighting Schedule – advertisement is only done during
peak seasons
3. Continuous Schedule – advertisement is done constantly
and on regular counts and display.
Advertising Strategy
Creative Brief (Contents of Advertising)
- Objectives
- Target Audiences
- Message Theme (slogans/Ad details)
- The support (approving body/licensees)
- The constraints (restrictions)

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ELECTIVE 2:

IN HOUSE ADVERTISING EXTERNAL ADVERTISING

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