Imc course session 6 advertising management


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Session 6 - Advertising Management

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Imc course session 6 advertising management

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