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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 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