ppt_05 - 5 Advertising Management Chapter Overview...

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RETL369 5-1 Advertising Management Advertising management Choosing an advertising agency Advertising campaign management Advertising research Advertising objectives Advertising budget Media selection Creative brief 5 Chapter Overview
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RETL369 5-2 The average person is exposed to more than 600 advertisements per day -- a tremendous challenge for marketers. Ad to be effective : 1. An ad must be noticed. 2. It must be remembered. 3. The message of the advertisement should incite some kind of action, such as a purchase, a shift in brand loyalty, or at least be stored in the buyer's long-term memory.
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RETL369 5-3 F I G U R E 5 . 2 Advertising Overview Advertising Design Advertising Strategy Ch 5 Media Selection Ch 8 Message Strategy Ch 7 Executional Framework Ch 7 Appeals Ch 6
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Advertising Terms Message theme is an outline of the key idea(s) the advertising campaign wants to convey to its audience. Leverage point is the key element in the advertising that taps into, or activates, a consumer’s personal value system. Appeal is the approach used to design the advertisement that attracts attention or presents information to the audience. Executional framework explains how the message will be delivered. RETL369 5-4
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RETL369 5-5 Overview of Advertising Management Review the company's activities in light of advertising management. Select in-house or external advertising agency. Develop an advertising management strategy. Develop a creative brief.
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RETL369 5-6 Advertising and IMC Developing successful advertisements The company's goods and services and methods of doing business match with the form of advertising agency chosen, the strategy of the campaign, and the work of the advertising creative. An IMC program is more than just promotions and advertising tactics. Still, advertising plays a major and vital role in establishing effective communications.
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Oscar Mayer IMC Campaign Source: Adapted from Tom Lopez, Senior Director of Marketing, Oscar Mayer, Good Morning Headquarters, January 16, 2010 RETL369 5-7
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RETL369 5-8 In-House vs. External Ad Agency Decision Variables In-House External Account size Small Big Media budget Low High Objectivity Biased Unbiased Product complexity Complex product Generic product Creativity Low High
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In-house Advertising Team Better understand the company’s mission and message Outsource some of the functions – writing, filming, recording, editing, planning and purchasing media time/space May lack the expertise. May lack the understanding of global buyer
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This note was uploaded on 12/13/2011 for the course RETL 369 taught by Professor Dr.kim during the Fall '10 term at South Carolina.

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ppt_05 - 5 Advertising Management Chapter Overview...

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