Chapter 13: Managing the Advertising Campaign

Chapter Summary:

In this chapter we continue our discussion of advertising by taking a closer look at the decisions involved in creating an advertising campaign. Whether a marketer employs a professional advertising agency to handle its advertising campaign or chooses to undertake all advertising tasks on its own, a successful campaign requires a number of important decisions including: 1) setting the advertising objective; 2) setting the advertising budget; 3) selecting media for message delivery; 4) creating a message; and 5) evaluating campaign results. For major consumer products companies that spend large sums to promote their products each of these decisions is intensely evaluated. Smaller companies with limited budgets may focus what little money they have on fewer decisions, such as message development and selecting media, and give less attention to other areas. No matter the organization's size, knowledge of all advertising campaign decisions is important and should be well understood by all marketers.

Key Issues:

  • Setting the Advertising Objective
  • Setting the Advertising Budget
  • Selecting Media Outlets
  • Characteristics of Media Outlets
  • Type of Media Outlets
  • Creating a Message
  • Evaluating Campaign Results

Links to Cited References:

(note: Some links may no longer be active, if this is the case check Accessing Marketing Stories for hints on accessing.)

  1. Silverstein, B., "Brands Line Up for Super Bowl XLII," brandchannel, January 28, 2008. http://www.brandchannel.com/start1.asp?fa_id=405
  2. Schlender, B., "Advertising Everywhere," Fortune, January 28, 2008. http://money.cnn.com/2008/01/24/technology/advertising_everywhere.fortune/index.htm
  3. Elliott, S., "Turner to Offer Marketers Way to Link Ads to Content," New York Times, May 15, 2008. http://www.nytimes.com/2008/05/15/business/media/15turner.html
  4. Elliott, S., "Movies Soon Really Will Smell; This One, in an Ad, Like a Cake," New York Times, September 3, 2007. http://www.nytimes.com/2007/09/03/business/media/03scent.htm
  5. "IAB Internet Advertising Revenue Report," Interactive Advertising Bureau, May 2008. http://www.iab.net/media/file/IAB_PwC_2007_full_year.pdf
  6. Kesmodel, D. and Angwin, J., "Is It News...or Is It an Ad?" Wall Street Journal, November 27, 2006. http://online.wsj.com/public/article/SB116412309878729621-1mr_uV3L7Bc8GGLks5qCcsusmyw_20071127.html
  7. "Worldwide Developer Conference 2008 Keynote Live Coverage," MacRumorsLive.com, June 9th, 2008. http://www.macrumorslive.com/
  8. Krol, C., "Direct Marketers Not Feeling Green," B to B, May 5, 2008. http://www.btobonline.com/apps/pbcs.dll/article?AID=/20080505/FREE/250444287/1154/ISSUEDIRECT
  9. "Head of Cartoon Network Resigns Over Marketing Stunt," USA Today, February 9, 2007. http://www.usatoday.com/money/media/2007-02-09-cartoon-resign_x.htm
  10. Bensinger, K., "Carmakers are Kings of Product Placement Deals," Los Angeles Times, June 14, 2008. http://www.latimes.com/business/la-fi-garage14-2008jun14,1,5780889.story
  11. Remson, A., "School Buses Latest Victim of Ad Creep," Brandweek, February 4, 2008. http://www.brandweek.com/bw/news/recent_display.jsp?vnu_content_id=1003705833 
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