200 CHAPTER 8 COMMUNICATINGTOMASSMARKETS
- Formulatingtheadvertisingprogram
2.Implementingtheprogram
- Controllingtheprogram
4.Presentingthebudget
- Maintainingrelationshipswithsuppliers
- Establishinginternalcommunications
- Settingprofessionalstandards
- 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.