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Transcript
Completing the Advertising Plan The Advertising Plan Introduction Situational Analysis Objectives Budget Strategy Execution Methods Evaluation • The strategy section describes the plan for the advertising message. • Consists of indentifying the target market, selecting a positioning strategy, and choosing the type of advertisement. • Execution is the process of carrying out the strategy. • Includes creating the ads and placing them in the appropriate media. Identify the • A subgroup of the market segment that is the focus of Target Market the advertising message. • The target market includes the consumers most likely to buy the product or service. • What is the target market for a Nike Football cleat? Selecting a Position • Positioning is the process of making an advertiser’s product different from other products in the consumer’s mind. • The positioning strategy is used to develop the complete marketing strategy aimed at the target market. • Is designed to achieve a certain attitude in the prospective buyer’s mind. Types of Positioning 1. Benefit Positioning – selects a single benefit that user might believe is important. 2. User Positioning – emphasizes the consumer’s lifestyle. 3. Competitive Positioning – focuses on the differences between your product and other similar products. Choose the Type of Advertising • Select the type of advertising that fits the position strategy and objectives: – Brand – Informative – Comparative – Defensive – Persuasive Execution • The process of carry out the strategy. • Includes: – Creating the ads – Placing the ads in the appropriate media
