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Imc course session 6 advertising management


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Session 6 - Advertising Management

Session 6 - Advertising Management

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  • 1. Session 6
    Ali Raza Merchant
    IMC CourseAdvertising Management
    IMC 2011 by ARM
  • 2. 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
  • 3. Core Functions in an Advertising Agency Set up
    IMC 2011 by ARM
  • 4. 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)
  • 5. 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
  • 6. 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
  • 7. 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
  • 8. 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
  • 9. Overview of Advertising Management
    IMC 2011 by ARM
  • 10. 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
  • 11. 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
    • 12. Build products and services to meet customer needs
    • 13. 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
  • 14. 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
    • 15. 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
  • 16. IMC 2011 by ARM
    Advertising Campaign Management
    Communication market analysis
    • Media usage habits of target market
    • 17. Media Utilized by Competition
    Communication Objectives
    • Building Brand Image
    • 18. To inform
    • 19. To persuade
    • 20. To support other marketing efforts
    • 21. 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
    • 22. It consists of five steps
    The Communications budget
    • Advertising most in peak seasons
    • 23. 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