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Planning Advertising and
Integrated Brand
Promotion
Marketing 3344
Advertising Plan and Its
Marketing Context
Marketing Plan
Ad Plan
Specifies thinking and tasks needed to
conceive and 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
Industry analysis
Situation Analysis
Market analysis
Competitor Analysis
Ad in Context Example
Historical context is an
important consideration
in developing an
advertising plan for a
brand.
Advertising Plan Components:
Objectives
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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:
Objectives
Characteristics of
Workable
Objectives
Quantitative benchmarks
Measurement methods
Criteria for success
Time frame
Advertising Plan Components:
Budgeting
Percentage of sales
–Does not relate spending to objectives
Budgeting
Methods
Share of market/voice
–Likely to maintain “status quo” market
share
Response models
–Depends on sales = advertising
relationship
Objective and Task
–Preferred and strategic
Implementing Objective and Task
Budgeting
Determine cost
based on build-up
analysis
Compare costs against
industry and corporate
benchmarks
•Production costs
•Ancillary costs
•Other promotion/IBP
•Reach
•Frequency
•Time frame
•Media
Reconcile and
modify budget
Determine time
Frame for payout
Advertising Plan Components
Strategy
Brand name recognition?
–Repetition and frequency
–Rhyming games
Trial Use Stimulation?
–Introductory offers
–Product guarantees
Brand Switching?
–Value Propositions
–Product comparisons
Ad in Context Example
What is the
strategy in this ad?
Advertising Plan Components
Execution
Evaluation
Copy strategy
Media plan
Integrated brand promotion
Criteria
Methods
Consequences
The Role of the Advertising Agency
in Planning Advertising and IBP
 Advertiser must bring to the table an assessment of
the brand’s value, the external environment, and
opportunities and threats.
 The advertising agency’s role is to translate the
current marketing plan and market status of the brand
into:
– advertising objectives
– advertising strategies
– finished advertisements and IBP materials
– placement and execution of advertising and IBP