Advertising

As you are aware, many areas of England were severely damaged and lives endangered by flooding in December 2015. One area that was severely flooded was Cumbria, which was evacuated twice, once for Storm Desmond and again a few days later.
Emily Taylor grew up in Cumbria and her parents and many childhood friends still live there and she knows their losses are devastating. To help everyone impacted by the floods, she has decided to devote her free time to raising money to help the victims clean their neighbourhoods and repair the losses to their homes, lives, and other possessions so that life can return to normal. In order to do this, she must invest in charity advertising to raise the necessary funds.
In order to develop awareness of her cause, Emily embarked on learning more about the advertising business. She quickly realised that charity advertising is controversial, that there were regulations that pertained to charity advertising, and that there may be some advertising agencies that operated in a manner that she found irresponsible and unprofessional. Essentially, she realised that developing effective advertising was much more complicated than she thought and there were many more factors to consider.

Your Task
Assume you are a marketing consultant and friend of Emily’s. Write a memo to her covering the following issues:
A. What are the societal issues about charity advertising? Why do some people find it offensive,
while others do not? To the best of your ability discuss the pros & cons from both the sender’s
(Emily’s) and the receiver’s (possible donors’) perspectives.
B. What are the pertinent UK regulations regarding advertising, in general, and charity advertising,
in particular? How might they impact Emily’s advertising?
C. What is the process for hiring an advertising agency? How can Emily avoid hiring an agency that
would behave irresponsibly or unprofessionally?
In preparing the memo, be sure to follow the guidelines here:

1. Begin with a very brief introduction to Emily explaining why you are writing the memo and what topics will be covered. You may write in 1st person, since Emily is your friend, but the memo should be formal and professional because this is a very important topic, and critical to the success of Emily’s initiative.

2. Discuss the debate surrounding the issue of charity advertising. Be sure to discuss why some people think it is acceptable, others find it offensive, and others are unmoved or motivated. You should focus on charity advertising in general, not exclusively on a particular form of media or just natural disasters. You may find it beneficial to do some outside research on this topic.

3. When considering regulations:
a. What agency is responsible for monitoring advertising and enforcing advertising guidelines
and regulations?
b. What are the key features of responsible advertising, in general, and charity advertising, in
particular, that Emily should be aware of?
c. Be sure to keep in mind that Emily may not be expecting much television advertising
because she does not have a substantial budget, so do not focus on one particular form.
d. Again, you may find it beneficial to do some research on this topic.
4. Regarding your advice on hiring an advertising agency:
a. Based on your memo, Emily should have a complete understanding of the process involved
in hiring an advertising agency.
b. What types of agencies are available to her and what type should she select?
c. What are some of the criteria she should use to choose one?
d. What relevant experiences would be most helpful?
e. How can she be assured the agency will behave in an appropriate manner?
f. What fee structure should she expect?
g. What are some of the key services that should be evaluated in the agency’s future
performance review?
The text of the memo must not exceed 1200 words, excluding references. The evaluation form that will be used to assess this assignment is shown in the Appendix. Please use this as a guide to improve your work.
Please be reminded that all ideas and resources used that are not your own must be clearly and properly cited in the text and a list of references (bibliography) must be provided.

The assessment will be evaluated on how well the student understood and analysed the issue under review, the clarity of the response or recommendation, the quality of the supporting arguments for the response, and how well the student integrated material from the module in developing the response.

Additional notes ( my notes from the lecture)

Services that may be needed

Activities :
creative strategy
target overview

Pros/Cons of Charity advertising ( How the charity advert. is regulated in the UK)

Explain how to hire an agency (use the six steps to hire an agency 1) identify service required 2) type of agency needed 3) identify agencies that can fulfill needs 4) draw up shortlist 5) see and assess presentations 6) appoint agency ) give examples of agencies and then choice the best once (short list , selection criteria)

Core text books:

Belch, George and Michael Belch (2015) Advertising & Promotion: An Integrated Marketing Communications Perspective. (10th Edition) McGraw-Hill Education.

Belch, George and Michael Belch (2012) Advertising & Promotion: An Integrated Marketing
Communications Perspective. (Global Edition) Singapore: McGraw-Hill Irwin

Essential Reading:

Clow, K. & Baack, D. (2004) Integrated Advertising, Promotion and Marketing Communications.London: Prentice Hall

Ogilvy, D. (2007) Ogilvy on Advertising. London: Multimedia Publications
Wells, W. (2003) Advertising Principles & Practice. (6th Edition) Upper Saddle River, NJ: Prentice Hall

Yeshin T. (2005) Advertising London: Cengage Learning (formerly Thomson Learning)

Further Reading

Brierley, S. (2006) The Advertising Handbook. London: Routledge

Butterflied, L. (1997) Excellence in Advertising. Oxford: Butter worth-Heinemann

Chaffey, D., Mayer, R., Johnston, K. & Ellis-Chadwick, F. (2007) Internet Marketing. (3rd Edition) London: Pearson Education

Christopher, M., Payne, A. & Ballantyne, D. (2002) Relationship Marketing. Oxford: Butterworth Heinemann

Gummesson, E. (2002), Total Relationship Marketing. (2nd Edition) Oxford: Butterworth Heinemann

Kitchen, P. (2004) Integrated Marketing Communications – Principles and Practice London: Routledge

Kolah, A. (2002) Essential Law for Marketers. Oxford: Butterworth Heinemann

McCorkell, G. (1997) Direct and Database Marketing. London: Kogan Page

O’Malley, L., Patterson, M. & Evans, M. (2004) Exploring Direct Marketing. London: International Thomson Business Press

Roman, K., & Maas, J., (2005) How to Advertise – What works, what doesn’t – and why. London: Kogan Page

Smith, P.R. and Chaffey, D. (2005), e Marketing excellence. (2nd Edition) Butter worth Heinemann, Oxford
Tapp, A. (2005) Principles of Direct & Database Marketing. (3rd Edition) Financial Times Publishing, London

White, R. (2000) Advertising. London: McGraw-Hill

Wilmshurst, J., & Makay, J., (1999) The Fundamentals of Advertising. Oxford: Butterworth-Heinemann

Yadin, D., (1998) Creative Marketing Communications. London: Kogan Page

Academic Journals
Journal of Marketing
International Journal of Marketing
Journal of Consumer Research
Journal of interactive Marketing
Journal of Targeting, Measurement and Analysis for Marketing
Journal of Relationship Marketing
Journal of Marketing Communications

Websites
www.cim.com
www.chapmanrg.com/IMR/IMR.HTM
www.theidm.co.uk

 

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