Core Concepts of Marketing

200 CHAPTER 8 COMMUNICATINGTOMASSMARKETS

1. Formulatingtheadvertisingprogram
   2.Implementingtheprogram


2. Controllingtheprogram
   4.Presentingthebudget


3. Maintainingrelationshipswithsuppliers


4. Establishinginternalcommunications


5. Settingprofessionalstandards


6. Selectinganadvertisingagency

TheAdvertisingAgency

Therelationsbetweenanadvertisingagencyanda clientcangoonforyears,althoughsome

clientsdomovefromagencytoagency.FirmssuchasDuPont,Procter&Gamble,Kraft,

Kellogg,andGeneralMillsrarelychangeagencies.

Clientsemployadvertisingagenciesbecausetheybelievethattheagencycan:(1)pro-

ducebetter-quality,morepersuasivemessagesfortheirproducts;and(2)placethesemes-

sagesintherightmediasothatthemessagereachesthegreaternumber ofprospects.Clients

whobelievetheycandobetterthemselvessetuptheirownin-h ouseagencies.However,

relativelyfewofthemexistandtheseareinspecializedfieldssuchasretailing.

DevelopingtheCreativeStrategy

Oncealltherelevantfacts aregatheredandevaluated,theprocessofactuallycreaiingthe

advertisementis appropriate.Thisprocessis verycomplex,anda completedescriptionof

it iswellbeyondthescopeofthisbook.Howeve:,itispossibletohighlighttheprimary

partsofthisprocess.

Tobeginwith,thepersonorpersonsactuallyresponsibleforthecompleteadvertisement

dependsupontheadvertiser'sorganizationoftheadvertisingfunctionandwhetheranadver-

tisingagencyisused.MorethaI'likely,thedevelopmentandapprovalofadvertisingcre-

ationistheresponsibilityofthesenioradvertisingmanagerwithintheadvertisercompany

and,whenanadvertisingagencyisused,oftheagencymanagement.Inmostagencies,the

responsibility isthatofthesenioraccountperson,inconjunctionwiththeseniorcreative

personassignedtotheaccount.Theadvertisingeffortcanbedividedintotwoeiements:

thecreativestrategyandcreativetactics.Thecreativestrategyconcernswhatyouaregoing

tosaytotheaudience.Itflowsfromtheadvertisingobjectivesandshouldoutlinewhatimpres-

sionstheca,TIpaignshouldconveytothetargetaudience.Creativetacticsoutlinethemeans

forcatTyingoutthecreativestrategy.ThisincludesaJ]thevariousalternativesavai;able,

whichwillhelpreachtheadvertisingobjective~,.

Theplacetobeginthecreativestrategyistoascertaintheproperappealtoemploy

inthead.(SeeTable8.2.)Identifyingtheappropriateappealisjustthefirstpartoftheadver-

tisingdesignprocess.Thesecondpartis totransformthisieer.intoanactual advertisement

'Tosaythattherearea largevarietyofwaystodothiswouldbea grossunderstatement.

Thenumberoftechniquesavailabletothecreativestrategistarenotonlyvast, buttheabil-

ityofmorethanonetechniquetosuscessfullyDperatiol1a!izethesameappealmakesthis

processeven:TIorenebulous.