Module III
ADVERTISING MANAGEMENT
How could we get there?
Budgeting Creative Frameworks
Agency Types and Choice Media Strategy & Research
Advertising Theory Sales Promotions
Creative Brief Personal Selling
Laddering Process Public Relations
Advertising Appeals Sponsorships & Events
Message Strategies Developing an IMC Program
In This Module
• Agency Types and Choice • Advertising
• Campaign Management Process – Appeals
• Advertising Theory – Message Strategies
• Creative Brief – Creative Frameworks
• Laddering Process • Media
– Media types and evaluation
– Media objective setting
– Media research
TYPES OF AGENCIES
Advertising Media
Agencies Agencies
Collateral Specialised
Services MC Agencies
Key IMC Players
An advertising agency, is an external firm that
specialises in the creation, production and / or
placement of the communications message and
may provide other services to facilitate the
Advertising marketing and promotions process
Agency
It is not necessary that an advertiser has to
work with one agency only.
Depending on the size of the business, an
advertiser can work with multiple agencies.
HUL has 4-5 agencies.
Key IMC Players
A media agency, is an outside firm that
specialises planning, buying and placement of
the communications message, across any
media.
Media Media agencies work with the advertiser and
Agency with media organisations to ensure that the
communication is placed.
A media organisation is any organisation that
has editorial or program content which
attracts consumers so advertisers or their
agencies will want to buy space or time from
them.
Key IMC Players
Specialised Include direct marketing agencies, sales
Marketing promotions agencies, digital agencies and public
Communication relations agencies
Agencies
Key IMC Players
Provide support functions to advertising, media
or specialised agencies, which enable in
Collateral execution and delivery of the message
Agency
Bhasha Bharati :Translation services. Radiowani :
Radio spots production
Choosing an Agency
In-House External
Agency Agency
In-House Agency
Used in businesses which require
technical knowledge or where the
turnaround time is very fast
An agency that has been The advertiser believes that no
set-up, owned and external agency has the technical skill
operated by the advertiser or can turnaround a job, on demand
The in-house agency also has the
flexibility of working with external
agencies to develop communication
campaigns for TV or print
In-House Agency
Better understanding of product Consistency in brand message
Better understanding of company Stability of process
vision
Better turnaround time
Access to top management
Reduced costs
Better coordination
More control
In-House Agency
Less experience Less flexibility
Less objectivity Less access to top creative talent
External Agency
Boutique Full service
Agency Agency
A agency which develops Cross-domain expertise offered
expertise in just one area and across creative, media, marketing
offers services in just that area communication and even
collateral services.
Integration to be driven by the
advertiser All services on offer. At a cost
External Agencies
Expertise : Focused & specialised Costs
Outsider’s perspective Timelines
Better understanding of
consumers and trends
Access to top talent
Accountability and therefore
better efficiency
External Agency
Brand
strategy
Specialised Campaign
services planning
Media Creative
services services
CHOOSING AN EXTERNAL AGENCY
Define goals Define criteria Prune the list
Request
Creative pitch Shortlist
references
Define Goals
Define organisational goals
Define brand goals
Based on the goals defined above, set
expectations from an agency
Define Selection Criteria
Based on the goals and expectations, define selection criteria to eliminate
bias
Size of the agency Media capability
Category experience Production capability
Conflict of interest
Retention rates
Creative reputation & capabilities
Pruning the List
Based on the selection criteria, prune
the list of agencies to a level that can
be managed
Reference Request
Once the initial screening is done,
it is time to request references Most agencies will provide a list
from the agencies still in the of their clients, as references
running
Checks with key agency partners Check with the references on
will also gives an idea of the creative and service quality
agency’s culture and therefore fit standards of the agency
Creative Pitch
Once the list is narrowed down A creative pitch, is a formal
to 2-3 agencies the agencies are presentation made by the agency
asked to participate in a creative to client. It addresses a specific
pitch brand problem or a situation
Pitches help client choose an The pitch reveals an agency’s
agency which best understands ability to develop solutions. It also
an issue and offers a showcases the agency approach
comprehensive solution to to addressing issues
address the issue
Agency Selection
During the pitch, opportunity
exists for the client to visit the Visits important fine-tune
agency and meet key personnel chemistry between the client
who would be working on the and the selected agency
business