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Chapter 6
Advertising Objectives & Planning
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Advertising Plan should address
the following issues:
Who is the target audience?
What does the firm want to achieve fromthe ad campaign?
What message should the advertisementconvey & how?
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Advertising Plan should address
the following issues:
How much resources should be committed
to implement the ad campaign?
Which media should be used to reach the
target audience?
What should be the criteria for evaluating
the effectiveness of a campaign?
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Advertising Plan
An advertising plan is something that gives
a detailed outline of the objectives that an
advertising campaign has to achieve, the
strategy to accomplish those objectives,
and the means to determine the success
of the campaign.
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Stage 1: Establishing Objectives
-General Objectives
Create awareness and encourage informationsearch
Persuade/prompt direct action
Reminding/reinforce
Relate to needs
Modify attitudes
-Sales oriented objectives
-Communication objectives: Do not ensureimmediate purchase but try to create positive
image.
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Stage 2: Selecting the Advertising
Message
Soul of an advertisement
Used to convey product features, utility,
benefits.
Various appeals are used.
Various types of creative strategies are
used:-Generic, Pre-emptive, USP, Brand image,
Positioning, Resonance strategy.
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Stage 3: Setting the Advertising
Budget
PLC: Depending on different stages.
Competition: No. of competitors
Product Differentiation: Scope fordifferentiation is less-spend more.
Market Share
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Stage 4: Developing a Media Strategy
It refers to the action plan for delivering thecommunication message to the targetsegment effectively.
-Determining the target audience-Media Selection: Selecting the right media
& media vehicles.
-Media Scheduling: Determining the time &frequency of the campaign.
-Media Buying: Buying of time on any media
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Stage 5: Evaluating Advertising
Effectiveness
Evaluate the level of change brought
about in consumers
-Awareness
-Knowledge
-Preference
-Sales
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Selecting an Advertising Agency
The quality of the people assigned Agreement between agency & company
on advertising objectives.
Reputation of the agency Interaction b/w agency & company at
creative stage.
Compatibility of the agency & companypeople.
Creativity of the agency staff.
Stability of the advertising agency.
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The Briefing Process
A good brief should contain:
-Project management
-Present Situation/Background
-Desired Situation
-Plan of action
-Target Groups
-Parameters for measurement
-Practicalities
-Approvals
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The Advertising Production Process
Conceptualization: Decide on the ad obj.,
target market (PDM & PDI), budget, message,
media strategy.
-Target audience can also be defined through:(a) Need identification
(b) Factor identification (Demographic &
Psychographic)(c) Select the audience
(d) Position the product
(e) Decide on the advertising budget
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The Advertising Production Process
Execution: Implementation of strategies
formulated in the conceptualization stage.
-Creation of an advertisement: message,
illustration of ideas and getting them
approved.
-Production: Differs from media to media
Evaluation: Pre Testing & Post Testing