explains step 3 in advertising campaign management which is developing a advertising strategy & how to create a creative brief and an in-depth explanation of the 5 factors that make up the creative brief.

1. Copyright ©2014 by Pearson Education
1-1
Advertising Campaign management
(con’t)
Lecture 6

2. • Managing an advertising campaign is the process of
preparing and integrating a specific advertising program in
conjunction with the overall IMC message. The steps of
advertising campaign management are:
1. Conduct and review the advertising research.
2. Establish communication objectives consistent with the
overall IMC program.
3. Review the communications budget.
4. Select the appropriate media based on the viewing
habits of the target market.
5. Prepare a creative brief.
1-2
3. Develop an advertising campaign
management strategy

3. 1. Conduct and review the advertising research.
• The first step in advertising management is conducting research.
• If an advertising agency is used, then it is the responsibility of the
agency to conduct this research so they understand the customer:
 What are the key benefits customers derive from the product?.
 what does this product do for customers, how does it help them?
• Two primary research approaches exist:
A. Product-specific research involves identifying the key selling
points of a product and the desirable features. To develop an
advertising campaign, the creative staff should understand the
product.
B. Customer-oriented research focuses on the users of the product
and how, when, and why the product is used. Researchers can use
approaches based in anthropology, sociology, and psychology. A
common method used by agencies for customer-oriented research
is the focus group.
1-3
3. Develop an advertising campaign
management strategy

4. 2. Establish communication objectives consistent with the
overall IMC program.
• The second step in advertising management is to set
objectives.
• Advertising objectives include:
A. building brand awareness
B. informing consumers
C. persuading them about a brand
D. supporting other marketing efforts like couponing or a
contest.
E. encouraging action.
1-4
3. Develop an advertising campaign
management strategy

5. A. Building Brand Awareness
• Brand awareness means the consumers recognize and remember
a particular brand or company name when they consider
purchasing options.
• Top-of-mind brands are the brands a consumer mentions first
when asked about brands in a particular product category.
• A top choice brand is the first or second pick when a consumer
reviews his or her evoked set (possible purchasing alternatives).
• Many products become top of mind or top choice due to brand
equity, the set of characteristics cause consumers or businesses
to believe that a brand is different and better.
• In business-to-business marketing, brand awareness is often
essential to being considered by members of the buying center.
1-5
3. Develop an advertising campaign
management strategy

6. B. informing consumers
• Typical information for consumers includes a retail
store’s hours, business location, or sometimes more
detailed product specifications.
• For business-to-business situations, information from
some ads may lead various members of the buying
center to consider a particular company as they
examine their options.
• Information is one component in persuasion, which is
another objective of various advertising programs.
1-6
3. Develop an advertising campaign
management strategy

7. C. Persuasion
• Advertisements may be designed to convince consumers that a
particular brand is superior to other brands.
• Changing consumer attitudes and persuading them to consider a new
purchasing choice is a challenging task.
• Persuasive advertising is used more in consumer marketing than in
business-to-business situations.
D. Supporting Marketing Efforts
• Manufacturers use advertising to support trade and consumer
promotions, such as theme packaging or combination offers.
• Both manufacturers and retail outlets use advertising in conjunction
with coupons or other special offers.
• When ads are combined with other marketing efforts into a larger,
more integrated effort revolving around a theme, the program is called
a promotional campaign.
1-7
3. Develop an advertising campaign
management strategy

8. E. Encouraging Action
• Many commercials encourage the audience to take
action by dialing a toll free number or going to a
website.
• Action-oriented advertising is heavily used in the
business-to-business sector. The most common goal is
to generate sales leads.
1-8
3. Develop an advertising campaign
management strategy

9. 3. Review the communications budget.
• After the total dollars allocated to advertising have been established,
account managers and company leaders need to agree on how to use
the funds.
• There are three basic ways to do it.
 Pulsating schedules involve continuous advertising during the entire
year with bursts of higher intensity at specific times, such as during
the Christmas season, or summer, or during certain holidays.
 Flighting schedules involve spending money at just certain times of
the year with no advertising at other times. This approach works
well for seasonal products.
 Continuous schedules keep the brand before consumers all year by
spreading the advertising dollars throughout the year in a relatively
even amount.
1-9
3. Develop an advertising campaign
management strategy

10. 4. Media Selection
• Selecting the appropriate media requires an understanding of the
media usage habits of the company’s target market and then
matching that information with the profile of each medium’s
audience.
• In business-to-business markets, knowing the trade journals or
business publications that various members of the buying center
most likely read assists in the development of a print advertising
campaign.
• While media buys are guided by the advertising agency and the
client company, media companies typically make the purchases.
• A trend toward involving media companies at an earlier stage in
the campaign process has evolved.
1-10
3. Develop an advertising campaign
management strategy

11. 5. The Creative Brief
• A Creative Brief contains information for the creative. It
contains information provided by the account executive and
is used by the creative department to produce an
advertisement that conveys the desired message.
• The basic components of a standard creative brief are:
A. The objective
B. The target audience
C. The message theme
D. The support
E. The constraints
1-11
3. Develop an advertising campaign
management strategy

12. A. The Objective
• The first step in preparing the creative strategy is to identify
the objective of the advertisement. Some possible
objectives may include:
 Increase brand awareness
 Build brand image
 Increase customer traffic
 Increase retailer or wholesaler orders
 Increase inquiries from end-users and channel members
 Provide information
1-12
3. Develop an advertising campaign
management strategy

13. B. The Target Audience
• A creative should know the target audience. The more detail that is known
about the target audience, the easier it is for a creative to design an
advertisement that will be effective.
• Target market profiles that are too general are not very helpful.
C. The Message Theme
• The message theme outlines the key idea(s) the advertising program conveys.
• The message theme is the benefit or promise (unique selling point) the
advertiser wants to use to reach consumers or businesses.
• Message themes can be oriented toward either rational or emotional
processes.
• A left-brained ad is oriented toward the logical, rational side, which manages
information such as numbers, letters, words, and concepts. Left-brained
advertising is logical and factual.
• A right-brained ad deals with emotions and works with abstract ideas,
images, and feelings
1-13
3. Develop an advertising campaign
management strategy

14. 4. The Support
• Support takes the form of the facts, which substantiate the
message theme.
5. The Constraints
• Constraints deal with legal and mandatory restrictions for
ads, or company imposed requirements. They include:
 Legal protection for trademarks, logos, and copy
registrations.
 conditions of warranties, in which the organization
specifies the conditions under which they will be
honored.
 conditions of offers spell out the terms of financing
agreements, as well as when bonuses or discounts apply.
1-14
3. Develop an advertising campaign
management strategy

15. Questions
1-15