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 marketing organization 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 critical 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 leading 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 crucial 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:

  1. For a listing of leading U.S. advertisers and the estimated yearly amount spent on advertising see: “2017 Leading National Advertisers Fact Pack.”  Ad Age. June 26, 2017.  (Note: Access may require providing personal information.)
  2. Maheshwari, Sapna. “$5 Million for a Super Bowl Ad. Another Million or More to Market the Ad.” New York Times, January 29, 2017.
  3. For more details on the auditing of media outlets and the value these services provide see: Alliance for Audited Media.
  4. Bartholomew, Mark. “Is There Any Way to Stop Ad Creep?” The Conversation, April 30, 2017.
  5. “Advertising Expenditure Forecasts.” Zenith, June 2017.
  6. It should be noted that, as mentioned in the Ad Skipping and Ad Blocking discussion in Chapter 12, methods are now available for blocking website advertisements, consequently, a certain percentage of users’ experience with content-focused websites may not include being exposed to ads.
  7. For more detail on emerging creative types and industry guidelines for advertisements see “IAB New Ad Portfolio.” Internet Advertising Bureau, July 2017.
  8. To see how Google handles remarketing see: “About Remarketing.” Google.
  9. “Out-of-Home Media Formats.” Outdoor Advertising Association of America
  10. For a list of well-known advertising slogans see: Suggett, Paul. “The 100 Best Advertising Taglines Ever.” The Balance, December 08, 2017.
  11. “Google AdWords.” Google