Developing

Advertising

Plan

«

«

Presented By

Man Mohan Anand « amiable.anand@yahoo.com

MBA (Marketing & Operations) | 2009-11

M.S.Ramaiah Management Institute, Bangalore

Advertising Plan

Advertising Plan Strategy

Situation Analysis

Marketing Program

Advertising Program

Implementation

The

Communications

Consumer / Market Analysis

Competitive Analysis

Role of Advertising, Sales Force

Price, Promotion, Public Relation

Objectives / Segmentation / Positioning

Message Strategy and Tactics

Media Strategy and Tactics

Facilitating Agencies

Social and Legal Constraints

Setting Goals & Objectives

Work on Brand Image, Attitude &

Personality

Identify Target Segments

Understand People Demand Profile

Plan It, Then Work It

Create Brand Awareness

Attracting New Customer from

other Brand

Increase Brand Loyalty

Reduce Attrition & Price

Elasticity

Product/service promotion

Creative Elements of an

Advertising Campaign « Copy Writing

Copy Testing

PRE & POST Research

Visualising & Layout

Storyboard

Setting up Advertising Budget

Copywriting

Cash in on your personal experience

Organize your experience

Write from the heart

Learn from the experience of others

Review previous advertisement of the product

Study competitor's ads

Study testimonial form customers

Solve the prospect’s problem

Copy Testing

Pre & Post Testing of Ad’s It Determines…

Degree of Understanding Ad’s Effectiveness Impact of Advertisement

Believability Identify loop holes Include Print, TV, Radio,

Internet etc. This Technique is used to

shorten Ad’s

http://www.esomar.org/index.php/glossary-c.html

Research Methodologies

PRE Research Methodology

POST Research Methodology

Layouts

The layout activity involves bringing all the

pieces together before the advertising is

sent out for production.

Layout involves decisions as to “How the

various components of headline,

illustration, copy are to be arranged and

positioned (Visualizing the creative idea)

before the final take

Five consideration for developing the

layout :

Balance

Contrast

Proportion

Gaze-motion

Unity

Storyboard

Storyboards are graphic organizers such as a series of

illustrations or images displayed in sequence for the

purpose of pre-visualizing a motion picture, animation,

motion graphic or interactive media sequence, including

website interactivity

1 2 3

4 5 6

7

Setting of Advertising Budget

Stages in Product Life

Cycle

Market Share & Consumer

Base

Competition & Clutter

Advertising Frequency

Product Substitutability

Advertising

Budget

References for Further Study

EBooks:

Marketing Management – Philip Kotler (Chapter 17)

Advertising Management – Rajeev Batra

Advertising & Promotion – An Integrated Marketing Communications Perspective

Websites:

http://www.google.co.in

http://tutor2u.net/business/marketing/promotion_advertising.asp

http://www.knowthis.com/principles-of-marketing-tutorials/

http://www.advertisingmadeeasy.com/abc.asp

Any Questions???