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Copyright © 2006 Thomson Business and Economics. All rights reserved.
The Advertising The Advertising PlanPlan
8–2Copyright © 2006 Thomson Business and Economics. All rights reserved.
Advertising Plan in ContextAdvertising Plan in Context
Ad Plan
Specifies thinking and tasks needed to conceive and implement an effective advertising effort
Marketing Plan
8–3Copyright © 2006 Thomson Business and Economics. All rights reserved.
Advertising Plan ComponentsAdvertising Plan Components
Introduction
Situation Analysis
ObjectivesBudgeting
StrategyExecution
Evaluation
8–4Copyright © 2006 Thomson Business and Economics. All rights reserved.
Advertising Plan ComponentsAdvertising Plan Components
Introduction • Executive summary
• Overview
Situation Analysis
• Historical context
• Industry analysis
• Market analysis
• Competitor Analysis
8–5Copyright © 2006 Thomson Business and Economics. All rights reserved.
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.
8–6Copyright © 2006 Thomson Business and Economics. All rights reserved.
8–7Copyright © 2006 Thomson Business and Economics. All rights reserved.
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.
8–8Copyright © 2006 Thomson Business and Economics. All rights reserved.
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.
8–9Copyright © 2006 Thomson Business and Economics. All rights reserved.
Advertising Plan ComponentsAdvertising Plan Components
• Characteristics of Workable Objectives– Quantitative benchmarks– Measurement methods– Criteria for success– Time frame
8–10Copyright © 2006 Thomson Business and Economics. All rights reserved.
Budgeting Methods• Percentage of sales
• Share of market/voice
• Response models
• Objective and Task
Advertising Plan Components Advertising Plan Components (cont’d)(cont’d)
8–11Copyright © 2006 Thomson Business and Economics. All rights reserved.
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
8–12Copyright © 2006 Thomson Business and Economics. All rights reserved.
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
8–13Copyright © 2006 Thomson Business and Economics. All rights reserved.
Advertising Plan ComponentsAdvertising Plan Components
Execution• Copy strategy
• Media plan
• Integrated brand promotion
Evaluation• Criteria
• Methods
• Consequences
8–14Copyright © 2006 Thomson Business and Economics. All rights reserved.
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