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The Advertising The Advertising PlanPlan

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Advertising Plan in ContextAdvertising Plan in Context

Ad Plan

Specifies thinking and tasks needed to conceive and implement an effective advertising effort

Marketing Plan

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Advertising Plan ComponentsAdvertising Plan Components

Introduction

Situation Analysis

ObjectivesBudgeting

StrategyExecution

Evaluation

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Advertising Plan ComponentsAdvertising Plan Components

Introduction • Executive summary

• Overview

Situation Analysis

• Historical context

• Industry analysis

• Market analysis

• Competitor Analysis

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Historical context is an important consideration in Historical context is an important consideration in developing an advertising plan for a brand.developing an advertising plan for a brand.

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Advertising Plan: ObjectivesAdvertising 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.

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Sales vs. Communication Sales vs. Communication ObjectivesObjectives

Advertising = Sales?

Advertising = Communication?

Effective Communication = Sales?

Focusing on communications objectives allows Focusing on communications objectives allows advertisers to consider a broad range of strategies. advertisers to consider a broad range of strategies. Building brand loyalty can take years.Building brand loyalty can take years.

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Advertising Plan ComponentsAdvertising Plan Components

• Characteristics of Workable Objectives– Quantitative benchmarks– Measurement methods– Criteria for success– Time frame

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Budgeting Methods• Percentage of sales

• Share of market/voice

• Response models

• Objective and Task

Advertising Plan Components Advertising Plan Components (cont’d)(cont’d)

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Determine cost based on build-up analysis

• Production costs

• Ancillary costs

• Other promotion• Reach

• Frequency

• Time frame

• Media

Compare costs against industry and corporate

benchmarks

Reconcile andmodify budget

Determine timeframe for payout

Implementing Objective and Implementing Objective and Task BudgetingTask Budgeting

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Strategy • Brand name recognition?• Repetition and frequency

• Rhyming games

• Trial Use Stimulation?• Introductory offers

• Product guarantees

• Brand Switching?• Value Propositions

• Product comparisons

Advertising Plan ComponentsAdvertising Plan Components

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Advertising Plan ComponentsAdvertising Plan Components

Execution• Copy strategy

• Media plan

• Integrated brand promotion

Evaluation• Criteria

• Methods

• Consequences

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The Role of the Advertising Agency The Role of the Advertising Agency in Advertising Planningin Advertising Planning

• Advertiser – Brings to the table an assessment of the brand’s

value, the external environment, and opportunities and threats.

• The Advertising Agency’s Role– To define the current marketing and market status of

the brand into advertising objectives and strategies and ultimately into advertisements and IBP materials.

Order, attract/etc., sufficient conditions, strategy

made visible, sustained publicity,repetition with …

Trial Solution – Leveraging Leading National Brand Beer To Trial Solution – Leveraging Leading National Brand Beer To Sell Store Brand Chips At Regular Shelf Prices During Sell Store Brand Chips At Regular Shelf Prices During

Super Bowl WeekSuper Bowl Week

Volume – Creating a Low Price Image Via a Free Standing Volume – Creating a Low Price Image Via a Free Standing Self-Shipper Display (Which Is Actually Priced At Higher Self-Shipper Display (Which Is Actually Priced At Higher

Than Normal Shelf Prices)Than Normal Shelf Prices)

Volume – 24 Rolls At Only a 4% Volume – 24 Rolls At Only a 4% Price ReductionPrice Reduction

Trial – Integrating Store Brand Cooking Oil With the Trial – Integrating Store Brand Cooking Oil With the National Brand Ingredients and a Recipe For Time-National Brand Ingredients and a Recipe For Time-Pressured Consumers to Whip Up Some CookiesPressured Consumers to Whip Up Some Cookies

Smart! Building One’s Store Brand Smart! Building One’s Store Brand Equity Via Non-Price AdvertisingEquity Via Non-Price Advertising

Not So Smart! Heavy Price Not So Smart! Heavy Price Promotion On A Store Brand Promotion On A Store Brand

Premium ProductPremium Product

Smart! Building One’s Store Brand Equity Smart! Building One’s Store Brand Equity Through Non-Price-Based Print Ad Through Non-Price-Based Print Ad

AdvertisingAdvertising

Building Equity For Building Equity For The StoreThe Store by by Creating A Differentiated Image Via Creating A Differentiated Image Via

Targeted Print AdsTargeted Print Ads