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BADM 2030 - Burge Week 6 Winter 2025
Page 1: Introduction to BADM 2030
Course Title: BADM 2030 - Advertising
Week: 6
Page 2: Review of Week 5 and Today's Topics
Review Week 5 Topics:
Outdoor Advertising
Client/Supplier/Advertising Agency – Deep Dive
Creative Brief
Today's Topics:
Client/Supplier
Advertising Agency
Structure, Definition, and Context
Brand Manager
Brand Strategy
History and Budgets
Reason for Being, P&L, Types, and Roles
Page 3: Thought Experiment
Scenario: You are in a cabin that is pitch black.
Question: Which do you light first? Newspaper, lamp, candle, or fire?
Page 4: Thought Experiment Resolution
Answer: Light the match first!
Page 5: Overview of Client/Supplier
Topic Focus: The Client/Supplier relationship in advertising
Page 6: Typical Supplier/Client Structure
Hierarchy:
CEO / President / Division President / General Manager
Sales Lead, Operations Lead, HR Lead, Finance Lead
Accounts Receivable, Accounts Payable, Purchasing, Production, Logistics
Marketing Communications, Legal, Brand Essence, Brand Equity, T&D, Pricing
IT, Strategy, Business Intelligence
Page 7: Marketing Structure
Roles within Marketing:
SVP/VP Marketing
Directors for Marketing Brand A, B, C
Pricing, Events Management, PR Manager, Submission Management
Analytics, Brand Analysis, Assistant Brand Managers, In-House Design Studio
Page 8: Role of Brand Manager
Definition:
A Brand Manager adapts brand strategy for the target market.
Acts as brand guardian/steward, maintaining brand integrity across all marketing initiatives.
May manage a portfolio of products.
Page 9: Key Brand Management Activities
Brand Strategy:
Setting style guides, brand guidelines, vision, and value proposition.
Planning Communications:
Executing all media actions on various online channels.
Product Development:
Assisting with pricing, launches, and developing new business opportunities.
Page 10: Continued Brand Management Activities
Promotional Collateral:
Creating to establish and maintain product branding.
Budget Management:
Managing budget for advertising and promotional items.
Insights Analysis:
Competitor and customer insights analysis.
Sales Forecast Analysis:
Reporting on product sales and related financials.
Page 11: Brand Strategy Case Study: Tesla vs. Prius
Tesla:
Message: "The world's first all-electric supercar".
Positioning: More green for less green.
Price Comparison: $269-$36 vs. $1968 for Prius.
Page 12: Brand Strategy Case Study: Taco Bell vs. Chipotle
Taco Bell:
New item: Cheesy Double Decker Taco.
Messaging: Real taste, real ingredients.
Page 13: Brand Strategy Case Study: Lyft vs. Uber
Lyft:
Messaging emphasizes friendship and a welcoming approach.
Uber:
Positioning on style and professionalism.
Page 14: Brand Strategy Case Study: Dollar Shave Club vs. Gillette
Dollar Shave Club:
Message emphasizing quality and attitude.
Gillette:
Slogan: "The best a man can get."
Page 15: Importance of Brand Strategy
Shapes consumer perceptions and decision-making behavior.
Reinforces market strategy.
Communicates unique brand value in a crowded market.
Page 16: Budget Considerations for Advertising
Frequency: Determination of messaging frequency relative to time slots available.
Competition: Ad frequency may increase in highly competitive segments.
Market Share: Balance between product life cycle and advertising costs.
Revenue Forecasting: P&L considerations play a role in advertising spend.
Page 17: Client/Supplier - P&L Overview
Volume: 2,124,732
Gross Sales Revenue: $112,214,484
Net Sales Revenue: $97,277,645
Total Advertising & Promotion: -$9,346,593 (9.6% of NSR)
Gross Profit: $30,666,731 (31.5% of NSR)
Page 18: Introduction to the Advertising Agency
Focus: Understanding roles and structures of advertising agencies.
Page 19: Definition of an Advertising Agency
A business dedicated to creating, planning, and handling advertising and promotions for clients.
Page 20: Context of Advertising Agencies
Independent from the client, providing an unbiased perspective.
May handle overall marketing, branding, and sales promotions.
Page 21: Typical Clients of Advertising Agencies
Clients include corporations, non-profit organizations, and private agencies.
Services range from TV ads to online and out-of-home advertising.
Page 22: History of Advertising Agencies
1786: First acknowledged advertising agency in London by William Taylor.
1850: First American ad agency opens in Philadelphia by Volney B. Palmer.
Page 23: Significant Milestones in Advertising History
1856: First modern advertisement created in the New York Herald by Mathew Brady.
1858: First full-page advertisement run in a newspaper.
Page 24: Key Figures in Advertising Development
JWT (J. Walter Thompson) and Francis Ayer: Significant contributors to modern advertising.
1869: First full-service agency created.
Page 25: Key Players in the Global Advertising Industry
WPP: $19.0 Billion
Omnicom: $15.3 Billion
Publicis: $9.6 Billion
Interpublic: $7.5 Billion
Dentsu: $6.0 Billion
Page 26: Agency vs. In-House Work
Many companies operate in-house design studios.
Agencies provide expertise, unbiased guidance, and cost/time efficiencies.
Page 27: Raison D’Etre of Advertising Agencies
Content expertise with specialized staff.
Independence leads to unbiased guidance.
Allows brand managers to focus on strategy rather than creative tasks.
Cost efficiency helps reduce overheads.
Page 28: Roles of Advertising Agencies
Gather information from clients about products and conduct research to plan effective advertising strategies.
Page 29: Types of Advertising Agencies: Full-Service Agencies
Handle all advertising stages with various expert departments in a large agency setting.
Page 30: Types of Advertising Agencies: Interactive Agencies
Utilize modern communication methods and focus on innovative ad concepts.
Page 31: Types of Advertising Agencies: Creative Boutiques
Small, specialized agencies focused solely on creative advertising.
Page 32: Types of Advertising Agencies: Media Buying Agencies
Buy advertising space and time, managing the placement of ads.
Page 33: Types of Advertising Agencies: In-House Agencies
Operate like full-service agencies geared toward larger suppliers/clients.
Page 34: Typical Structure of an Advertising Agency
Roles: CEO, Creative Services Lead, Account Services, Marketing Services Lead, Financial Services Lead.
Page 35: Functional Role: Account Services
Liaison between clients and agency, ensuring the creative brief is solid.
Page 36: Functional Role: Account Planning
Combines research and strategic thinking for consumer insights and campaign direction.
Page 37: Functional Role: Creative Department
Responsible for ad creation and includes various creative roles.
Page 38: Creative Department Workflow
Teams of copywriters and art directors work together, led by a Creative Director.
Page 39: Functional Role: Finance and Accounts
Handles all financial aspects, salaries, and vendor payments.
Page 40: Functional Role: Media Buying
Procures ad space and time, collaborating with creative departments for effective placement.
Page 41: Functional Role: Production Department
Turns ideas into reality, responsible for production of campaigns on budget.
Page 42: Functional Role: Human Resources and Facilities
Manages hiring, employee well-being and office maintenance.
Page 43: Functional Role: Research Department
Provides data on clients, market trends, and consumer behavior.
Page 44: Functional Role: Online Development
Focuses on digital design, including websites and interactive experiences.
Page 45: Functional Role: Information Technology (IT)
Manages technical needs across the agency, especially within creative departments.
Page 46: Functional Role: Traffic
Ensures workflow is efficient and meets deadlines throughout the agency.
Page 47: The Creative Brief Overview
Key Questions:
Why is the product desirable?
What are its benefits and features?
Who is the target audience?
Page 48: Creative Brief - Core Element 1
Problem Resolution:
Define what need the campaign addresses (e.g., new product promotion).
Page 49: Creative Brief - Core Element 2
Target Market:
Clearly define demographics for focused communication.
Page 50: Creative Brief - Core Element 3
Consumer Insight:
Additional info about consumers helps shape advertising.
Page 51: Creative Brief - Core Element 4
Key Drivers:
Emotional and factual reasons guiding purchase decisions.
Page 52: Creative Brief - Core Element 5
Key Points to Communicate:
Attributes that must be highlighted to create a compelling message.
Page 53: Creative Brief - Core Element 6
Channels & Tactics:
Clients and agencies collaboratively determine communication channels.
Page 54: Creative Brief - Core Element 7
Tone of Messaging:
Tone must resonate with target audience preferences.
Page 55: Creative Brief - Core Element 8
Desired Actions:
Specify actions expected from consumers post-viewing.
Page 56: Creative Brief - Core Element 9
Campaign Goals:
Define measurable outcomes, e.g., increase awareness, sales, or profits.
Page 57: Creative Brief - Core Element 10
Brand Guidelines:
Mandatory information for adherence to brand identity.
Page 58: Creative Brief - Core Element 11
Competitors:
Understanding competition guides effective strategy and messaging.
Page 59: Creative Brief - Core Element 12
Target Launch Date:
Communicate deadlines for prioritizing the campaign.
Page 60: Creative Brief - Core Element 13
Approvals:
Secure client sign-offs to prevent misuse of advertising materials.
Page 61: Example of a Creative Brief
Assignment Overview: Describe project, goals, target audience, messaging, and measurements.
Page 62: Detailed Client Creative Brief Example
Contains information on financial projections, marketing guidelines, and deliverables.
Page 63: Simplified Creative Brief Structure
Key Elements: Project name, objective, target audience, messaging, deliverables, and budget.
NoteStudied by 20 peopleNoteStudied by 60 peopleNoteStudied by 137 peopleNoteStudied by 1 personNoteStudied by 70 peopleNoteStudied by 8 people