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FIGURE 5.1 Overview of Integrated Marketing Communications Regulation & Ethics Evaluation Database, Direct Sales...

FIGURE 5.1 Overview of Integrated Marketing Communications Regulation & Ethics Evaluation Database, Direct Sales Response, & Promotions Public Relations Personal & Sponsorships Selling Digital Social Alternative Marketing Media Channels Advertising Advertising Traditional Management Design Media Buyer IMC Planning Process Brand Management Behaviors Copyright ©2016 Pearson Education Limited 5-5 FIGURE 5.7 Advantages of In-House versus Outside Agency Advantages of In-House Advantages of Outside Agency Lower costs Reduce costs Consistent brand message Greater expertise Better understanding of Outsider’s perspective product and mission Access to top talent Faster ad production Work closer with CEO Lower turnover rate in the creative team Source: Adapted from Rupal Parekh, “Thinking of Pulling a CareerBuilder? Pros and Cons of Bringing an Account In-House,” Advertising Age, http://adage.com/print?article_id136701, May 18, 2009 Copyright ©2016 Pearson Education Limited 5-21 FIGURE 5.9 Steps in Selecting an Advertising Agency 1. Set goals 2. Select process and criteria 3. Screen initial list of applicants 4. Reduce list to two or three viable agencies 5. Request creative pitch Copyright ©2016 Pearson Education Limited 5-26 Choosing an Agency Goal Setting Set before contacting agencies Provides direction Reduces biases Copyright ©2016 Pearson Education Limited 5-27 FIGURE 5. 10 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 Copyright ©2016 Pearson Education Limited 5-28 FIGURE 5. 12 Advertising Campaign Parameters Advertising goals Media selection Tagline Consistency Positioning Campaign duration Copyright ©2016 Pearson Education Limited 5-31 FIGURE 5. 13 Advertising Goals To build brand awareness To inform To persuade To support other marketing efforts To encourage action Copyright ©2016 Pearson Education Limited 5-32  Build Brand Awareness Advertising Goals Brand image begins with awareness Consumers recognize the brand Business-to-business Especially important in modified rebuy situations Successful brands possess Top-of-mind Top choice Brand equity leads to top-of-mind & top choice Copyright ©2016 Pearson Education Limited 5-33  The Message Theme Unique selling point “Left brain” advertisement Logical, rational side of brain Manages numbers, letters, words, concepts Use rational appeal “Right-brain” advertisement Emotional side of brain Manages abstract ideas, images, feelings Use emotional appeal Copyright ©2016 Pearson Education Limited 5-43