Download Chapter 8 Planning Advertising & Integrated Brand

8
The Advertising
Plan
Objectives
1. Ad Plan Components
2. Setting Ad Objectives
3. Ad Budgeting (%, SOV, O&T)
Advertising Plan in Context
Marketing Plan
Ad Plan
Specifies thinking & tasks needed to conceive &
implement an effective advertising effort
Advertising Plan Components
Introduction
Situation Analysis
Objectives
Budgeting
Strategy
Execution
Evaluation
Advertising Plan Components
Introduction
•Executive summary
•Overview
•Historical context
Situation
Analysis
•Industry analysis
•Market analysis
•Competitor Analysis
Historical context is
an important
consideration in
developing an
advertising plan for a
brand.
Advertising Plan:
Objectives
• To create or maintain brand awareness.
• To change consumer beliefs or attitudes.
• To influence purchase intent.
• To stimulate trial use.
• To convert one-time users into repeat
purchasers..
• To encourage brand switching.
Sales vs. Communication
Objectives
Advertising = Sales?
Advertising = Communication?
Effective Communication = Sales?
Focusing on communications
objectives allows advertisers to
consider a broad range of
strategies. Building brand loyalty
can take years.
Advertising Plan Components
Characteristics of
Workable
Objectives
•Quantitative benchmarks
•Measurement methods
•Criteria for success
•Time frame
Advertising Plan Components
Budgeting
Methods
•Percentage of sales
•Share of market/voice
•Response models
•Objective & Task
Implementing Objective & Task
Budgeting
Determine cost
based
on build-up analysis
Compare costs against industry &
corporate benchmarks
•Production costs
•Ancillary costs
Reconcile &
•Other promotion
modify budget
•Reach
•Frequency
•Time frame
•Media
Determine time
Frame for payout
Advertising Plan Components
Strategy
•Brand name recognition?
•Repetition & frequency
•Rhyming games
•Trial Use Stimulation?
•Introductory offers
•Product guarantees
•Brand Switching?
•Value Propositions
•Product comparisons
Advertising Plan Components
•Copy strategy
Execution
•Media plan
•Integrated brand promotion
•Criteria
Evaluation
•Methods
•Consequences
The Role of the Advertising Agency
in Advertising Planning
• Advertiser brings to the table an assessment of
the brand’s value, the external environment, &
opportunities & threats.
•The advertising agency’s role is to the current
marketing & market status of the brand into
advertising objectives & strategies & ultimately
into advertisements & IBP materials
Teamwork is Key in Effective Execution
Review/?s
1. Ad Plan Components
2. Setting Ad Objectives
3. Ad Budgeting (%, SOV, O&T)