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18 Cards in this Set
- Front
- Back
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advertising management program
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process of preparing and integrating a company's advertising efforts with the overall IMC message
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advertising management program 4 steps
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evaluate role of advertising in IMC program
select in-house or external advertising agency develop an advertising management strategy develop a creative brief |
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size of account
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small account not attractive
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media budget
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75-15-10
75% media time 15% agency for creative work 10% production of ad |
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objectivity
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an agency is more likely to be objective than an in-house
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complex products
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better to use in-house
takes too much time to get outsiders up to speed |
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creative ability
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agencies tend to be more creative
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steps in advertising campaign management (5)
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review communications market analysis
establish advertising portion of IMC objectives review communications budget select media discuss creative brief with creative department |
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advertising goals
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build brand image
to inform to persuade support other marketing efforts to encourage action |
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build brand image
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most important
creates equity top of mind and top choice -bran awareness |
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to inform
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store hours
locations product specifications helped involved reach a decision |
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to persuade
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persuade brand is superior
more in consumer markets than b2b TV used most |
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to support other marketing efforts
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contests - mcdonalds monopoly
promote sales |
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to encourage action
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phone numbers
used in b2b |
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communications budget
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continuous schedule
flighting schedule - peak times pulsating schedule - continuous with bursts |
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media selection
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develop strategies and tactics associated with media selection
refine intent of the message develop the actual campaign with specific ads |
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creative brief
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objective
target audience message theme support constraints |
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message theme
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got milk?
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