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:

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

  1. “Nestle Ad First to Pitch to Canine Customers,” MSNBC, September 30, 2011.  http://www.msnbc.msn.com/id/44737296/ns/business-us_business/
  2. Schwarz, A., “Ad Change Underlines Influence of N.F.L.,” New York Times, January 21, 2011.  http://www.nytimes.com/2011/01/22/sports/football/22toyota.html
  3. Nakashima, R., “Super Bowl Advertisers Say the $3 million is Worth It,” MSNBC, February 2, 2011.  http://www.msnbc.msn.com/id/41391902/ns/business-business_of_super_bowl_xlv/
  4. Fredrix, E., “TV Commercials Shrink to Match Attention Spans,” USA Today, October 30. 2010.  http://www.usatoday.com/money/advertising/2010-10-30-shorter-v-commercials_N.htm
  5. Stelter, B., “The Myth of Fast-Forwarding Past the Ads,” New York Times, December 20, 2010.  http://www.nytimes.com/2010/12/21/business/media/21adco.html
  6. IAB Internet Advertising Revenue Report, Internet Advertising Bureau, April 2011.  http://www.iab.net/media/file/IAB_Full_year_2010_0413_Final.pdf
  7. Database of 100 Leading National Advertisers, AdAge, June 2011. http://adage.com/datacenter/marketertrees2011
  8. “Gartner Says Worldwide Mobile Advertising Revenue Forecast to Reach $3.3 Billion in 2011,” Gartner, Press Release, June 16, 2011. http://www.gartner.com/it/page.jsp?id=1726614
  9. Satariano, A., “Apple Studies User Downloads to Fine-Tune Mobile Ads,” BusinessWeek, July 6, 2010. http://www.businessweek.com/news/2010-07-06/apple-studies-user-downloads-to-fine-tune-mobile-ads.html
  10. “Ad Unit Guidelines,” Internet Advertising Bureau. http://www.iab.net/iab_products_and_industry_services/508676/508767/ad_unit
  11. Steel, E., “The Billboard That Knows,” Wall Street Journal, February 28, 2011. http://online.wsj.com/article/SB10001424052748704692904576167272357856608.html
  12. Fell, J., “How to Get Your Product into a Hollywood Movie,” Entrepreneur, February 25, 2011.  http://ww.entrepreneur.com/article/218195
  13. Rampell, C., “On School Buses, Ad Space for Rent,” New York Times, April 15, 2011. http://www.nytimes.com/2011/04/16/business/media/16buses.html
  14. Pfanner, E., “Your Brand on TV, for a Fee, in Britain,” New York Times, March 6, 2011.  http://www.nytimes.com/2011/03/07/business/media/07iht-adco.html
  15. “Slogans in Advertising,” MillwardBrown, May 2011.  http://www.millwardbrown.com/Libraries/MB_Knowledge_Points_Downloads/MillwardBrown_KnowledgePoint_SlogansInAdvertising.sflb.ashx
Chapter 14: Sales Promotion
Chapter 12: Advertising