Marketing to Children Right or Wrong?
Size of market. Brand awareness. Mental capacity of children Role of parents Role of government
Should advertising to children be regulated?
Discussion Slide
Chapter 7: Advertising Management
Figure 7-1: Integrated Marketing Communication Plan
Promotion Analysis Brand and Firm Image Chs. 3-6 Consumer Buyer Behavior Chs. 1-2 IMC Concept Business-to-Business Buyer Behavior Ethics & Social Issues
Marketing Plan
Advertising Management Chs. 7-10 Advertising Media Selection Advertising Design
Trade Promotions Chs. 11-13 Sales Promotions Personal Selling
Chs. 14-17
Public Relations Sponsorship Programs Database Programs Internet Marketing Evaluating Integrated Marketing
Figure 7-2 Advertising Overview
Advertising Strategy Ch. 7 Media Selection Ch. 8
Message Strategy Ch. 10
Advertising Design
Executional Framework Ch. 10
Appeals Ch. 9
Overview of Advertising Management
Evaluate role of advertising in IMC program. Select in-house or external advertising agency. Develop an advertising management strategy. Develop a Creative Brief.
In-House vs Advertising Agency Decision Variables
The size of the account. The media budget. Evaluation objectivity. Product complexity. Creative ability
Top Ten World Advertising Agencies
Agency
McCann-Erickson Worldwide DDB Worldwide Grey Advertising Ogilvy & Mather Worldwide EURO RSCG Worldwide J.Walter Thompson Co. BBDO Worldwide Y & R Advertising Publicis Communication D’Arcy Masius Benton & Bowles
Markets Clients
58 40 45 33 29 27 32 27 23 21 1348 721 700 672 651 627 597 517 512 452
Source: http://www.adage.com/international/world_brands/index.html.
STOP Integrated Learning Experience
Examples of External Agencies
Advertising agencies
• Http://www.bbdo.com
Media services companies
• Http://www.starcommedia.com
Direct marketing agencies
• Http://www.kentmarketinggroup.com
Sales or trade promotion agencies
• Http://www.salespromo.com
Public relations firms
• Http://www.shandwick.com
Advertising Agencies of Coca-Cola, Inc.
Bates Worldwide D’Arcy Masius Benton & Bowles EURO RSCG Worldwide Leo Burnett Co. Lowe & Partners Worldwide McCann-Erickson Worldwide Publicis Communication
Source: http://www.adage.com/international/world_brands/graph_1.html.
Figure 7-3 Steps in Selecting an Advertising Agency
Identify and prioritize corporate goals. Develop agency selection process and criteria. Initially screen firms based on credentials, size, capabilities, relevant experience and conflict of interests. Request client references. Do background check with other firms and media agents. Request written and oral presentation. Meet creatives, media buyers, account executives and other personnel that will work with account.
STOP Integrated Learning Experience
Access Advertising Age’s Web site. • Http://www.adage.com Who are the top 25 world brand agencies? • “World Brands” at Http://adage.com/international/world_brands/index.html Who are the primary agencies being used by the large international firms? • “Summary Chart” at http://adage.com/international/world_brands/graph_1.html What accounts are up for renewal or open to bid? • “Account Action” at http://adage.com/news_and_features/accounts/index.html
Figure 7-4 Evaluation Criteria in Choosing an Ad Agency
The size of the agency. The relevant experience of the agency. Conflicts of interest. Creative reputation and capabilities. Production capabilities. Media purchasing capabilities. Other services available. Client retention rates. Personal chemistry.
Bozell Advertising Agency handles the milk industry. What other clients does Bozell have? (Notice Bozell only serves one firm per industry) Http://www.bozell.com
Leo Burnett Co.
Conflict of interest means agencies do not serve competing firms.
Company Coca-Cola Company Fiat Hallmark H.J. Heinz Kellogg Kraft Foods McDonald’s Allstate Insurance
Source: http://www.leoburnett.com.
Industry Beverage Automobile Greeting cards Catsup Cereal Cheese Fast food hamburger Insurance
Key Advertising Personnel
Client Marketing Manager Client Marketing Manager Client Marketing Manager
Account Executive Creative Director Traffic Manager Media Buyers & Planners
Creative
Creative
Creative
Creative
Steps in Advertising Campaign Management
1. 2. 3. 4.
5.
Review communications market analysis. Establish advertising portion of IMC objectives. Review communications budget. Select media. Discuss Creative Brief with creative department.
Promotions Opportunity Analysis (From Chapter 3) Step 1 Conduct a Communication Market Analysis
Competitive
analysis Opportunity analysis Target market analysis Customer analysis Positioning analysis
STOP Integrated Learning Experience
Media
usage, media education and media issues in Canada are available at:
• Http://www.media-awareness.ca
Figure 7-5 Advertising Goals
To
build brand image.
• “Top of mind” • “First choice”
inform. To persuade. To support other marketing efforts. To encourage action.
To
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.
Communications Budget
Continuous
schedule Flighting schedule Pulsating schedule
Figure 7-6 The Creative Brief
The
objective. The target audience. The message theme The support. The constraints.
The Objective
An advertisement for Soft Scrub designed to enhance the brand’s image.
The Target Market
The target market for this ad is females, 13-30, who enjoy sports and have an active life style.
The Message Theme
The message theme of this milk advertisement was that milk will provide calcium. The calcium will provide the customer with benefit of strong bones.
Creative Brief Del 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 contains a smaller portion but are easier to open. Support – 30 cent introductory coupon to encourage usage. Constraints – copyright logo, toll free number, Web site address,legal requirements of a coupon and what is meant by a small serve.
Del Monte Advertisement
Based on Creative Brief in the previous slide.
Building Your IMC Campaign
an advertising agency. Establish your IMC objectives. Decide on an IMC and advertising budget. What type of communications method will be used? Write creative briefs.
Select