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Chapter Five

Advertising Management

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F I G U R E 5 . 2

Advertising Design Overview

Advertising

Design

Advertising Strategy

Chapter 5

Executional Framework

Chapter 7

Appeals

Chapter 6

Message Strategy

Chapter 7

Media Selection

Chapter 8

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Advertising Management

Advertising management
Choosing an advertising agency
Roles of advertising personnel
Advertising campaign management

Advertising research
Advertising goals
Advertising Budget
The Creative Brief

5

Chapter Overview

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Advertising Terms

Message theme

Key idea that you want to convey.

Leverage point

Key element that activates consumers’ personal values

Appeal

Approach to attract attention

Executional framework

How to deliver the message

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Term	What It Means	Example
Message Theme	The main idea or central message you want your audience to remember.	For a toothpaste brand: “Our toothpaste gives you a brighter smile and stronger teeth.”
Leverage Point	The trigger in the ad that connects the product to something the consumer personally values. It makes the message meaningful.	In the same toothpaste ad: showing a person gaining confidence at a job interview because of their bright smile (links to personal value of self-confidence and success).
Appeal	The emotion or logic used to get attention and persuade the audience.	Emotional appeal: “Feel confident every time you smile.”�Rational appeal: “Clinically proven to remove 99% of plaque.”
Executional Framework	The style or format used to present the message visually or narratively.	- Slice of life: A busy mom helping her kids brush with the toothpaste before school.�- Testimonial: A dentist saying, “I recommend this brand to all my patients.”�- Fantasy: A shining smile lights up the room like magic.

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Protein Shake

Message Theme: “Fuel your day the healthy way.”

Leverage Point: Consumers’ desire for health, energy, and convenience.

Appeal: Health-focused and rational: “Packed with 20g of protein and no added sugar.”

Executional Framework: A young professional grabs the shake after the gym and powers through a productive day.

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Lower costs
Consistent brand message
Better understanding of product and mission
Faster ad production
Works closer with CEO
Lower turnover rate in the creative team

Reduce costs
Greater expertise
Outsider’s perspective
Access to top talent

Advantages of In-House

Advantages of Outside Agency

Advantages of In-House versus Outside Agency

Companies have to decide whether they will do the advertising work in-house or obtain an outside advertising agency. Each has advantages. With an in-house staff, normally costs are lower. It is easier to ensure a consistent brand message across campaigns and across various products within the company. In-house staff has a better understanding of the product and the mission of the company. They usually will work closer with the CEO. With in-house, from creative to production is normally faster since the company has direct control of the employees. There is also a lower turnover in the creative team, which provides greater consistency across campaigns. Outside agencies offer some advantages. Costs may be lower if the in-house team lacks the expertise and a lot of time and effort is wasted in doing the work. Outside agencies have greater expertise and an outsider’s perspective. Both can be extremely valuable in generating fresh ideas and creating effective campaigns. With agencies, firms may have access to some of the top talent. While it may cost more to use an agency, the superior work produced is normally worth the price.

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Alternative to choosing an advertising agency

Alternative	Description	Best For
Freelancers/ Consultants	Hire individuals for specific tasks	Short-term projects or lower budget
MarTech Platforms	Use tools like Canva, Google Ads, etc.	DIY marketing & small businesses
Media Buying Specialists	Hire only for ad placement, not creative	In-house creative + expert media
Crowdsourcing	Platforms like 99designs or Fiverr or you customers	Specific design or ad needs
Strategic Partnerships	Collaborate with other brands or influencers	Expanding reach & shared promotion

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Advertising Campaign Management

Conduct and review advertising research
Establish advertising objectives
Review advertising budget
Select media
Prepare creative brief

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1) Conduct and review advertising research

Understand customers
Customers Purchase benefits, not attributes
Product-specific research

Key selling points
Desirable features

Consumer-oriented research (GoPro)

Context of product use
Anthropological approach
Sociological analysis
Psychological motives

Focus groups

The first step in advertising management is conducting research. If an advertising agency is used, then it is the responsibility of the agency to conduct this research so they understand the customer. What are the key benefits customers derive from the product? Consumers buy benefits, not attributes, so it is important to think in those terms, i.e. what does this product do for customers, how does it help them? Product-specific research involves identifying the key selling points of a product and the desirable features. To develop an advertising campaign, the creative staff should understand the product. Customer-oriented research focuses on the users of the product and how, when, and why the product is used. Researchers can use approaches based in anthropology, sociology, and psychology. A common method used by agencies for customer-oriented research is the focus group.

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Second step in advertising management :

To build brand image
To inform
To persuade
To encourage action

2) Advertising Goals

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Objective	What It Means	Example
To Build Brand Image	Creating a strong, positive identity or reputation in the minds of consumers. This is often emotional and long-term.	A luxury watch ad showing elegance and tradition to make the brand feel premium.
To Inform	Providing factual or educational content about the product, service, or brand. Often used for new products or innovations.	A tech company advertising a new phone’s features and how it works.
To Persuade	Convincing the audience to choose your brand over others. Often uses comparisons or emotional appeal.	A detergent ad claiming it removes 50% more stains than the leading brand.
To Encourage Action	Pushing the audience to do something now—buy, visit a store, sign up, or click a link. Usually used in sales promotions.	“Buy one, get one free—this week only at Carrefour!”

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Why It Matters:

Clearly defining the objective guides how the message, tone, and media will be designed. For example:

If your goal is to inform, you'll use facts and explanations.
If your goal is to encourage action, you'll use urgency and clear instructions.

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1) Build Brand Awareness�Advertising Goals

Brand image begins with awareness
Consumers recognize brand
Business-to-business

Especially important in modified rebuy situations

Successful brands possess

Top-of-mind: first one to be recalled, which leads to
Top choice: your preferred brand

Brand equity leads to top-of-mind & top choice

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2) Provide Information�Advertising Goals

often used when launching a new product, or for an updated or re-launched product.
The objective is to develop initial demand for a good, service, organization, or cause. It is used when a new product is put on the market on when an old product has been re-launched or updated

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3) Persuasion�Advertising Goals (to increase demand)

persuade consumers that a particular brand is superior to others and should be that top choice

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5) Encouraging Action�Advertising Goals

Not necessarily a purchase
Behavioral goals
Encourage some type of action

Inquiry
Access Web site
Visit retail outlet
Send e-mail or telephone

Business-to-business

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Advertising Campaign Management

Conduct and review advertising research
Establish advertising objectives
Review advertising budget
Select media
Prepare creative brief

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The Advertising Budget�Manner of Distribution

Pulsating schedule

Bursts of intensity
All year, with focus on special occasion like Ramadan/Eid/National Holidays. (Zain)

Flighting schedule

Spending at select times
Only on special occasion. (e.g. Vimto, water gun)

Continuous schedule

Keep brand before consumers evenly all year. (Tide)
Relatively even amount.

The third step in the advertising management process is a review of the advertising budget. Normally, the dollar amount of the budget has already been set in the IMC planning process discussed in Chapter 4. In advertising management the decision is on how to administer or distribute that budget. There are three basic ways to do it. Pulsating schedules involve continuous advertising during the entire year with bursts of higher intensity at specific times, such as during the Christmas season, or summer, or during certain holidays. Flighting schedules involve spending money at just certain times of the year with no advertising at other times. This approach works well for seasonal products, such as lawn mowers and snow removal equipment. Continuous schedules keep the brand before consumers all year by spreading the advertising dollars throughout the year in a relatively even amount.

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Advertising Campaign Management

Conduct and review advertising research
Establish advertising objectives
Review advertising budget
Select media
Prepare creative brief

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The objective

Advertising Goals

The target audience
The message theme
The support
The constraints

F I G U R E 5. 10

The Creative Brief (last step)

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The Creative Brief

Element	What It Means	Example (for a skincare brand)
The Objective	The main advertising goal – what you want the ad to achieve.	To increase brand awareness for a new facial moisturizer.
The Target Audience	The group of people you want to reach.	Women aged 18–35 with sensitive skin.
The Message Theme	The main idea or message you want the ad to deliver.	“Gentle on your skin, tough on dryness.”
The Support	The evidence or reasons to believe the message.	“Dermatologist-tested, fragrance-free, with natural ingredients.”
The Constraints	Any legal, budget, time, or creative limits to follow.	Must comply with Kuwait’s advertising laws; ad duration limited to 30 secs.

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Summary

Step	Ask Yourself
Objective	What’s the big-picture purpose?
Target Audience	Who are you trying to talk to?
Message Theme	What message do you want to send them?
Support	What proof or reason will make them believe it?
Constraints	What rules or limits must you follow?

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