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Imc course session 6 advertising management

Imc course session 6 advertising management



Session 6 - Advertising Management

Session 6 - Advertising Management



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    Imc course session 6 advertising management Imc course session 6 advertising management Presentation Transcript

    • Session 6
      Ali Raza Merchant
      IMC CourseAdvertising Management
      IMC 2011 by ARM
    • Understand the steps of an effective advertising management process
      Study the roles that the company’s overall mission, its products and its services play in advertising programs
      Recognize when to use an in house advertising approach and when to go to an external ad agency
      Comprehend the functions performed by the advertising account manager and the advertising creative in preparing an advertising campaign
      Topic Objectives
      IMC 2011 by ARM
    • Core Functions in an Advertising Agency Set up
      IMC 2011 by ARM
    • IMC 2011 by ARM
      Core Functions
      Advertising Agency
      (Full Service)
      Client Service
      Creative Department
      (Concept, Copy & Graphic Design)
      Support Departments
      (Media Tracking, Research, Finance, HR, Administration)
      Media Department
      (Media Planning, Buying & Research)
    • IMC 2011 by ARM
      Role of Client Service
      Client Relationship Management
      Taking Client briefs and interpreting them to Agency team internally
      Client Service
      The company’s Eyes and Ears
      Company’s interface with Clients
      Client Update Reports, Job Estimates, Timely invoicing etc.
      Contracts with Models, Media, Suppliers etc.
      Managing logistics of all Production related jobs like printing etc.
      Brand specific research (Primary & Secondary) leading to Strategy
      Client Budgeting of Campaigns and Recoveries
    • IMC 2011 by ARM
      Role of Creative & Design
      Developing Big Ideas on the basis of briefs, objectives, brand positioning
      Creative & Design
      The Agency’s Idea Factory
      From conceptualization to execution
      Making concept based presentations to Clients based on briefs
      Strategic input and advice on optimizing communication
      Supervision all Client Productions such as TVC, Radio, Still Shoots
      Initiating new communication vehicles like BTL, Digital, Creative Outdoor etc.
      Executing Ideas within Budgets and deadlines
    • IMC 2011 by ARM
      Role of Media
      Developing Media Plans for Clients based on briefs and objectives
      The Agency’s link with all Media Vendors
      Experts in giving Clients a bang for their buck
      Planning supported by Industry and brand specific research
      Optimizing Client Media Spend by low cost of purchase & high reach
      Offering Out of box solutions to Clients for Creative Placements
      Media Research, Tracking, Media Opportunities, Discounts etc.
      Assisting Finance in securing Media Discounts from Suppliers
    • IMC 2011 by ARM
      Role of Support Departments
      Dealing with APNS, PBA (Trade Bodies), Vendor Payments, Cash Flow Management
      Hiring, Evaluations, Training, Internship Programs, Compensation, Systems & Procedures etc.
      HR, Administration, Media Tracking,
      • Lending support to main functions of Client Service, Creative & Media
      Logistics, Stationery, Office Management, Printing, Dispatches etc
      Media Tracking
      Print Media Tracking is done internally
      For Electronic Tracking external suppliers are appointed
    • Overview of Advertising Management
      IMC 2011 by ARM
    • Review the company’s activities in light of advertising management
      Select an in-house or external advertising agency
      Develop an advertising campaign management strategy
      Complete a creative brief
      Advertising Management Overview
      IMC 2011 by ARM
    • IMC 2011 by ARM
      Company Activities in Advertising Management
      Whether to choose An Advertising Agency or in-house department
      Size of Account
      Money that can be spent on Media
      Objectivity factor
      Complexity of the project
      Creativity issue
      The basics are:
      • Identify Potential Customers
      • Build products and services to meet customer needs
      • Match the company’s IMC process with it advertising management program
      Scope of Services Offered by an External Advertising Agency
      Consulting and giving advice on how to develop target markets
      How to project a strong company image
      Developing logos, slogans & campaigns
      Preparing adverts
      Planning and purchasing media time and space
    • IMC 2011 by ARM
      Process For Agency Selection
      Identify and prioritize corporate goals
      The Ad Agency Selection Process
      • It is very important that the company selects the most appropriate Ad Agency as its partner
      • The Agency partner must have the right fit with the organizations culture, approach, size etc
      Develop agency selection process and criteria
      Internally screen firms based on credentials, capabilities relevant experience and conflict of interest
      Request Client References
      Perform background checks with other firms and media agents
      Request written and oral presentation
      Meet the team i.e. Creatives, Media etc
      Select and draw up contract
    • IMC 2011 by ARM
      Advertising Campaign Management
      Communication market analysis
      • Media usage habits of target market
      • Media Utilized by Competition
      Communication Objectives
      • Building Brand Image
      • To inform
      • To persuade
      • To support other marketing efforts
      • To encourage action
      Steps in Developing an effective Advertising Program
      • Managing an Ad Campaign is a process which integrates advertising program with the overall IMC message
      • It consists of five steps
      The Communications budget
      • Advertising most in peak seasons
      • Advertising most during low seasons
      Media Selection
      Appropriate media selection for reaching
      The right audience
      With optimal impact
      At a reasonable cost
      The Brief
      1. The Objective 2. Target Audience 3. Message Theme 4. The support claim 5. The Constraints