Advertising Management

1. Advertising Management

Advertising management
Choosing an advertising agency
Advertising campaign management
Communications market analysis
Communication objectives
Communication budget
Media selection
Creative brief
1

2. In-House vs Advertising Agency

If you have to decide to hire AA or use
employees in house, what would you
consider?
2

3. In-house department or Advertising Agency?

Employees
Tools
Time
Money
Experience
Continuation /Regularity
3

4. In-House vs Advertising Agency Decision Variables

The size of the account.
The media budget.
Objectivity.
Product complexity.
Creative ability
4

5.

Evaluation Criteria in Choosing an Ad
Agency
The size of the agency.
The 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.
6

6.

How to evaluate and choose Advertising Agency?
Criteria
Company A
Company B
Company C
Experience
5
3
2
Price
2
5
5
Time
4
3
4
Qualification
5
4
4
Size
3
2
1
Recommendation
4
4
3
Variety of services
3
2
3
Total
Scale: 1-5;
26
23
22 7
1-poor, 5-excellence

7. How to evaluate and choose Advertising Agency?

Criteria
Wages
Company A
Company B
Evaluation
Company C
Evaluation
Evaluation
Experience
0,08
5
0,40
3
0,24
2
0,16
Price
0,35
2
0,70
5
1,75
5
1,75
Time
0,10
4
0,40
3
0,30
4
0,40
Qualification
0,20
5
1,00
4
0,80
4
0,80
Size
0,07
3
0,21
2
0,14
1
0,07
Recommendation
0,10
4
0,40
4
0,40
3
0,30
Variety of services
0,05
3
0,15
2
0,10
3
0,15
Total
1,00
26
3,26
23
3,43
22
3,63
8
Scale: 1-5;1-poor, 5-excellence

8. How to evaluate and choose Advertising Agency?

Key Advertising Personnel
Client
Marketing Manager
Client
Marketing Manager
Client
Marketing Manager
Account
Executive
Creative
Director
Creative
Creative
Traffic
Manager
Creative
Creative
Media
Buyers
&
Planners
10

9.

People Involved in Media Selection
Media Buyer
Media Planner
Creative
Account
Executive
Client
11

10. Key Advertising Personnel

Factors in Effective Media Purchases
Quality of media choices.
Creativity in developing the media plan.
Financial stewardship.
Agency culture.
Good data analysis.
Relationship between media buyer and
sales representatives.
12

11. People Involved in Media Selection

Case study
Your company plans to launch new type of product
(you can choose an example)
Create creative brief
13