Advertising Campaign Management
Advertising Campaign Management
Advertising Campaign Management:
Answer the following questions
From the textbook Chapter 5
1.Define advertising campaign management.
2.What factors influence the decision of whether to use an in-house advertising group or an external advertising agency?
3.What is crowdsourcing? What are its advantages and disadvantages?
From the textbook Chapter 6
1.What is a message strategy?
2.What are the seven most common types of advertising appeals?
3.What four types of sources or spokespersons can be used by advertisers?
Integrated Advertising, Promotion, and Marketing Communications
Eighth Edition
Chapter 5
Advertising Campaign Management
Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved
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Advertising is still an important component of most integrated marketing communications plans. This chapter addresses issues involved in managing the advertising component of the IMC plan.
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Chapter Objectives (1 of 2)
5.1 Why is an understanding of advertising theories important in the advertising management process?
5.2 What is the relationship of advertising expenditures to advertising effectiveness?
5.3 When should a company employ an external advertising agency rather than completing the work in-house?
5.4 How do companies choose advertising agencies?
Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved
These are the objectives for Chapter 5.
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Chapter Objectives (2 of 2)
5.5 What are the primary job functions within an advertising agency?
5.6 What are the advertising campaign parameters that should be considered?
5.7 How does a creative brief facilitate effective advertising?
5.8 What are the implications of advertising management in the global arena?
Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved
Additional objectives for Chapter 5.
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Zhender Communications
Full-service agency
Challenges traditional thinking
Innovation
Campaign integration
Best place to work
Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved
Zhender Communications is a full-service agency that offers strategic planning as well as advertising services. The agency serves a number of clients whose ads appear in this textbook. The goal is to remain at the forefront of innovation to develop new ways to reach consumers. The agency believes in campaign integration as a way to connect with a client’s audience. In addition to its advertising expertise, Zhender has been recognized as a “best place to work.”
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Figure 5.1 Overview of Integrated Marketing Communications
Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved
Section 2 deals with advertising issues. Chapter 5 examines advertising management, Chapter 6 looks at designing advertisements, and Chapter 7 discusses traditional media.
2, which is emphasized: advertising management, advertising design, traditional media. 3, digital marketing, social media, alternative channels. 4, database, direct reporting, and personal selling; sales promotions; public relations and sponsorships. 5, regulation and ethics, evaluation.
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Chapter Overview
Advertising management
Advertising theory
Relationship of advertising expenditures to success
Choosing an advertising agency
Advertising parameters
Creative brief
Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved
This chapter presents an overview of managing the advertising function. Advertising theory lays the groundwork as does an understanding of the relationship between advertising expenditures and success. The chapter then provides information on how to select an advertising agency. Advertising parameters are discussed followed by the components of a creative brief.
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Hierarchy of Effects Model (1 of 3)
Awareness
Knowledge
Liking
Preference
Conviction
Purchase
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The hierarchy of effects model consists of these six steps.
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Hierarchy of Effects Model (2 of 3)
Steps are sequential
Some experts question if sequential
Consumers spend time at each step
Brand loyalty involves all six steps
Similar to attitude formation
Cognitive – awareness, knowledge
Affective – liking, preference, conviction
Conative – actual purchase
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The six steps are sequential, although some experts question if they are really sequential. But, the basic model says they are sequential and that consumers spend some time at each step. For instance, before a consumer can like a brand, they first must be aware of it and develop some knowledge of it. To develop brand loyalty, consumers must go through all six steps. It is similar to attitude formation and the cognitive-affective-conative sequence. Awareness and knowledge are the cognitive component of attitude. Liking, preference, and conviction are the affective component. The conative component of attitude is the purchase.
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Hierarchy of Effects Model (3 of 3)
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This model shows the relationship between the hierarchy of effects model and the attitude sequence formation.
The first set descends in the following order: cognitive, affective, conative. The second set, as it relates to the first, descends in the following order. Cognitive: awareness, knowledge. Affective: liking, preference, conviction. Conative: purchase.
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Figure 5.2 Personal Values
Comfortable life
Equality
Excitement
Freedom
Fun, exciting life
Happiness
Inner peace
Mature love
Personal accomplishment
Pleasure
Salvation
Security
Self-fulfillment
Self-respect
Sense of belonging
Social acceptance
Wisdom
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In designing ads, it is important to remember people have values, and much of their consumption behavior is motivated by a desire to fulfill these values in their lives.
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Means-End Theory
Means-end chain
Message (means) lead to end state (personal values)
Means-End Conceptualization of Components of Advertising Strategy (M E C C A S)
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The second theory that is important to consider is the means-end theory. The basic concept is that a means, the message, leads to an end-state, or personal value. The actual name of the theory is “Means-End Conceptualization of Components of Advertising Strategy”, or MECCAS. The model suggests that product attributes lead to consumer benefits, which in turn connect to personal values.
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Figure 5.3 Means-End Chain for Milk (1 of 2)
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This figure illustrates a means-end chain for milk. An attribute of milk, being low fat, provides the benefit of health. The personal values consumers receive from good health are self-respect and wisdom. Another attribute, calcium, provides the benefit of healthy bones, which in turn leads to a comfortable life and shows wisdom on the part of the consumer. The key to a means-end chain is looking at the benefits each attribute generates then connecting those benefits to various personal values.
Attribute, low fat; benefit, healthy; personal values, self-respect, wisdom. Attribute, calcium; benefit, healthy bones; personal values, comfortable life, wisdom. Attribute, ingredients; benefits, good taste; personal values, pleasure, happiness. Attribute, vitamins; benefit, enhanced sexual ability; personal values, excitement, fun, pleasure.
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