Download CH-3 Planning for Advertising

Planning for Adv.
Chapter # 3
Planning for Advertising

Overview:

Analyzing the Stage of Advertising for
products.

Setting Adv. Objectives

Developing Adv. Strategy
Stages of Advertising
Pioneering
Stage
Competitive
Stage
Retentive
Stage
The Advertising Spiral
(Advertising Stages of Product)

Pioneering Stage

Competitive Stage

Retentive Stage
Pioneering Stage
The Adv. Stage of a product in which the
need for such product is not recognized
and must be brought up.
 Adv. Must do more than to simply
present a product.
 It must implant a new custom, belief,
change habit, Develop new usage etc.
 E.g. Liquid hand/body wash soap, Men’s
shampoo, Ready made/frozen/canned
food, Electric Brush etc.

Purpose of Pioneering
Stage Adv.

To educate consumers about the new
product or service.

To show that a person has a need that
was unknown before.

To prove that this product is capable of
fulfilling the need of the customer in an
effective way.
Competitive Stage
When a product is generally considered useful
and it’s need is recognized.
 But it superiority over other similar brands is
not identified by customers, i.e. Differentiation
is missing.
 Advertiser needs to gain product preference in
this stage.
 Most of the products exist in this stage of
Advertising

Retentive Stage
Third stage of Advertising reaches when a
product is widely known as useful.
 It’s individual qualities are commonly
appreciated.
 Product enjoys a strong Brand identity and
reputation.
 Consumers exhibit considerable loyalty toward
it.
 Most common it this stage is “Reminder Ads”.
 Advertiser’s main object at this stage is to
maintain Market share.

The Advertising Spiral
Setting Advertising Objectives
Set clear, specific objectives for Adv.
 Distinguish from Marketing Objectives.
 Consider overall promotional objectives
of the firm.
 Make objective consistent with company
image and history.
 Consider market and product history.

THE ADVERTISING
STRATEGY
“Advertising strategy is a simple statement
which briefly repeats the advertising
objectives and lists the primary and
secondary methods to achieve them.”
CONVENIENCE GOODS

PURCHSED FREQUENTLY, WITH MIN, EFFORT

SEVERE COMPETITION

NEED IS IMMEDIATE

MIN. PLANNING AND COMPARISONS DONE
SHOPPING GOODS

STONG COMPARISONS AND PLANNED PURCHASES

NO. OF COMPETITORS ARE LESS THAN CON.
GOODS

OCCASIONALLY PURCHASED GOODS.

CONSUMER WILLING TO PUT EFFORT AND ENERGY
SPECIALITY GOODS

MAX PLANING AND COMPARISONS

BRAND LOYALTIES HIGH

EXCLUSIELY PURCHASED ITEMS

HIGH COMPETITION
ADV. STRATEGY FOR CONVENIENCE GOODS

MASS MEDIA OR MEDIA WITH WIDE COVERAGE.
(ELECTRONIC MEDIA)
EMPHASIZE ON ONE FEATURE OF BRAND(USP)
 CONSIDER COMPETITOR’S COMMUNICATIONS
 KEEP THE MESSAGE SIMPLE

ADV. STRATEGY FOR SHOPPING
GOODS.

PROMOTE MORE THAN ONE FEATURES OF BRAND.

USE MEDIA WITH WIDE COVRAGE.

ADDRESS TARGET MARKET ONLY

PROVIDE PRODUCT RELATED INFORMATION.
ADV. STRATEGY FOR
SPECIALITY GOODS.



EMPHASIZE ON PRODUCT QUALITY,
BRAND IMAGE AND GOOD WILL OF
COMPANY
USE MEDIA TO REACH ONLY TARGET
MARKET( OUTDOOR, MAGAZINES, T.V.
MESSAGES AT AIRPORTS, HOTELS)
PROOVE SUPERIOR CUSTOMER VALUE
AS WELL AS STATUS.
Creative exercise to develop
Advertising Strategy

In group of three, select any three brands from the
following, Decide over the stage of Advertising spiral,
Develop Advertising Objectives and match a suitable
Adv. Strategy.

Meezan Bank Motor bike Financing plan

Dove moisturizing Shampoo

PEL Power generators

Levi’s 501 jeans

Zong 4G Internet packages

Red bull energy drink

Orient Micro waves

Lipton ICE-Tea

Braun Electric Brush