Transcript Advertising Plan

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