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Questions and Answers
What is depicted in Figure 5.1?
What is a benefit of in-house advertising management?
What is an advantage of using an outside agency?
What is a task that is part of the IMC planning process?
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What is a benefit of in-house advertising production?
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What is depicted in Figure 5.7?
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What is a characteristic of in-house advertising management?
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What is a potential benefit of working with an outside agency?
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What is the primary objective of setting goals in the advertising agency selection process?
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What is one of the key factors to consider when evaluating an advertising agency's creative reputation and capabilities?
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What is the primary purpose of the creative pitch in the advertising agency selection process?
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What is one of the key advertising goals, according to the figure?
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What is the term used to describe the emotional side of the brain that manages abstract ideas and images?
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What is one of the factors to consider when evaluating an advertising agency's production capabilities?
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What is the term used to describe the unique selling point of an advertising message?
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What is the primary objective of building brand awareness in advertising?
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Study Notes
Integrated Marketing Communications
- Includes regulation and ethics evaluation, database, direct response, sales promotions, public relations, and sponsorships
- Also includes digital marketing, social media, alternative channels, advertising management, and brand management
- Involves understanding buyer behaviors and the IMC planning process
In-House vs. Outside Agency Advantages
In-House Agency Advantages
- Lower costs
- Consistent brand message
- Better understanding of product and mission
- Faster ad production
- Work closer with CEO
- Lower turnover rate in the creative team
Outside Agency Advantages
- Reduce costs
- Greater expertise
- Outsider's perspective
- Access to top talent
Selecting an Advertising Agency
- Steps in selecting an agency include: setting goals, selecting process and criteria, screening initial list of applicants, reducing list to two or three viable agencies, and requesting a creative pitch
- Goal setting provides direction and reduces biases
Evaluation Criteria in Choosing an Ad Agency
- Size of the agency
- Relevant experience of the agency
- Conflicts of interest
- Creative reputation and capabilities
- Production capabilities
- Media purchasing capabilities
- Other services available
- Client retention rates
- Personal chemistry
Advertising Campaign Parameters
- Advertising goals
- Media selection
- Tagline
- Consistency
- Positioning
- Campaign duration
Advertising Goals
- To build brand awareness
- To inform
- To persuade
- To support other marketing efforts
- To encourage action
Building Brand Awareness
- Brand image begins with awareness
- Consumers recognize the brand
- Important in business-to-business and modified rebuy situations
- Successful brands possess top-of-mind and top choice awareness
- Brand equity leads to top-of-mind and top choice
The Message Theme
- Unique selling point
- “Left brain” advertisement: logical, rational appeal
- “Right-brain” advertisement: emotional appeal
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