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BMAR322 SU4 (Ch5)

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Re-an Muller

on 15 August 2017

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Transcript of BMAR322 SU4 (Ch5)

Budget Allocation
R. Müller

SU 4 (Ch5)
The role of advertising in the IMC effort
Select an in-house or external advertising agency
Develop an advertising campaign management strategy
Complete a Creative Brief
Demonstrate how a creative brief facilitate effective advertising
Identify the essential ingredients in advertising campaign management, including the role of advertising
What is advertising?
Identify the essential ingredients in advertising campaign management, including the role of advertising
Kotler: “any paid form of non-personal presentation and promotion of ideas, goods and services through mass media such as newspapers, magazines, television or radio by an identified sponsor
Advertising continues to be a major component of integrated marketing communications
Oscar Mayer:
"It doesn't get better than this"
IMC Campaign
Read the last paragraph on page: 134
Advertising played a HUGE role...
Motivate when a company should employ an external advertising agency rather than completing the work in-house


External Advertising Agencies
lower costs

aligning all communications

the CEO can work closely with the marketing team

a better understanding of the product and company mission

ability to quickly produce commercials

lower turnover rate in the company

can reduce costs by being more efficient with time

greater expertise

access to top talent

an outside perspective

Public relations agencies

Media service companies
Direct marketing agencies
Consumer and trade promotion specialists
Online and digital agencies
Social media agencies
Steps in Selecting an Advertising Agency

Set goals

Request creative pitch
Reduce list to two or three viable agencies
Screen initial list of applicants
Select process and criteria
Figure 5.7
Account Executives


Traffic Managers

Account Planners

Outline the roles within advertising agencies and client companies
Describe the steps that form part of advertising campaign management
Conduct and review advertising research

Prepare creative brief
Select media
Review advertising budget
Establish advertising objectives
Product-specific research
involves identifying the key selling points of a product and the desirable features.
focuses on the users of the product and how, when, and why the product is used.
Customer-oriented research
Advertising Research?
Understanding consumers
Discuss the primary goals of advertising
Building Brand Awareness
Encouraging Action
Supporting Marketing Efforts
Providing Information
Analyse the key elements of an advertising budget
A continuous campaign schedule

A pulsating schedule
A flighting approach or schedule
Outline the issues in the media selection process

Media-usage habits of target market

Where to advertise? TV? Radio? Internet?
YouTube? Twitter? E-mails?
The basic components of a standard creative brief:
The Objective
The Constraints
The Support
The Message Theme
The Target Audience
Good planning and hard work lead to prosperity, but hasty shortcuts lead to poverty.
Proverbs 21:5
Size of the agency
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

Within your Advertising Agency....
Full transcript