X509212 Integrated Marketing Week3 Ad Mgt

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X509212 Integrated Marketing Week3 Ad Mgt

  1. 1. ADVERTISING MANAGEMENT X50.9212 Integrated Marketing – Week 3
  2. 2. Advertising Management • Integrating advertising efforts with the overall IMC strategy CONSISTENCY
  3. 3. In-House vs. External Agency IN-HOUSE EXTERNAL • BENEFITS • • • • • BENEFITS • • • • • CHALLENGES • • • • • CHALLENGES • • • •
  4. 4. Factors in Choosing an Agency • Account/project size • Media spend • Objectivity • Complexity of project • Creativity • Turnaround time • Revision flexibility
  5. 5. Types of External Agencies • Media buyers • Direct marketing • Consumer/trade promotions • Public relations • Full service or “whole egg” • Others?
  6. 6. Choosing an Agency • Set corporate goals • Selection criteria • Screen initial list of candidates • Request list of references • Reduce to smaller list • Request creative pitch • Select agency
  7. 7. Ad Campaign Management • Review communications market analysis • Create ad objectives from promo analysis • Set ad budget • Select media • Prepare creative brief
  8. 8. Advertising Goals • Building your brand • Providing information • Persuasion • Supporting marketing efforts • Encouraging action
  9. 9. The Creative Brief • Define your objective • Insights into the target audience • General message theme • Supporting points or data • Constraints
  10. 10. ADVERTISING MANAGEMENT X50.9212 Integrated Marketing – Week 3

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