1. ADVERTISING
MANAGEMENT
X50.9212 Integrated Marketing – Week 3

2. Advertising Management
• Integrating advertising efforts with the overall
IMC strategy
CONSISTENCY

3. In-House vs. External Agency
IN-HOUSE EXTERNAL
• BENEFITS
•
•
•
•
• BENEFITS
•
•
•
•
• CHALLENGES
•
•
•
•
• CHALLENGES
•
•
•
•

4. Factors in Choosing an Agency
• Account/project size
• Media spend
• Objectivity
• Complexity of project
• Creativity
• Turnaround time
• Revision flexibility

5. Types of External Agencies
• Media buyers
• Direct marketing
• Consumer/trade promotions
• Public relations
• Full service or “whole egg”
• Others?

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. Ad Campaign Management
• Review communications market analysis
• Create ad objectives from promo analysis
• Set ad budget
• Select media
• Prepare creative brief

8. Advertising Goals
• Building your brand
• Providing information
• Persuasion
• Supporting marketing efforts
• Encouraging action

9. The Creative Brief
• Define your objective
• Insights into the target audience
• General message theme
• Supporting points or data
• Constraints

10. ADVERTISING
MANAGEMENT
X50.9212 Integrated Marketing – Week 3