Session 6 - Advertising mgmt

Question 1

What questions the Ad Design must answer ?

Answer 1

=> Where presented?
(TV, radio, etc.)

=> How is appeal presented?
(informative, testimonial, etc.)

=> What attracts attention?
(sex, humour, etc.)

=> Which approach?
(cognitive, conative, affective)

=> Ad strategy must corresponding

Question 2

Steps of Advertising Management

Answer 2

1. Review ad role

• consists of multiple parts (sponsorship, ad, …
• lead or support role?

2. Develop in/externally ?

• up & downside for both choice
• dimensions: control, quality, speed, cost

3. Develop Ad campaign

• ad research
• ad objectives
• review budget
• select media
• prepare creative brief

4. Creative brief

• guide the ad agency through the ad campaign
• 1 page

Question 3

In-house vs Agency Developments key points

Answer 3

=> In-House development

• lower cost if internal team is experienced
• message consistent and customized for product
• faster
• lower turnover rate

=> Agency development

• lower cost if internal team lack of experience
• greater perspective & outsider point of view
• work of most agencies is worth the price
• access to top talents

Question 4

Steps for Ad agency selection

Answer 4

1. Before contact

• set goals
• select process & criteria

2. In contact

• reduce the candidates to a list of 2-3 agencies
• set evaluation criteria (developed in an other card)

3. Creative pitch

• formal presentation
• agency has to solve the problem given by the client in a creative brief

Question 5

Elements of a creative brief

Answer 5

Prepared by the client for use by agency creative team

1. objective
2. target audience
3. message theme
4. supporting material
5. constraints (legal, timeline, etc.)

Question 6

Evaluation criteria when choosing an ad agency

Answer 6

1. size
2. experience
3. conflicts of interest
4. creative reputation & capabilities
5. production capabilities
6. media purchasing capabilities
7. client retention rates
8. personal chemistry