Transcript topic 5 - advertising objectives notes

Defining advertising objectives
and strategy
Yeshin (2006), chapter 9
Learning outcomes
At the end of this topic, you will be able to:
• Identify the key components of a brief
• Describe the key characteristics of advertising
objectives
• Identify a number of approaches to budget
planning
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What is a brief?
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The creative brief the basis of advertising development
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The creative brief
•Guidance for creative department
•Should be clear in terms of what the client wants to achieve
•Should provide useful and interesting background
information
•(Ideally) should contain a creative-inspiring ingredient
•Succinct
•Easily understood
•Summarises research findings and other key information
•Framework for evaluating ideas that come from creative
department
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The creative brief – what should it contain (see
Yeshin, 2006:276)
• The role of communications (context)
• The target audience
• Consumer insight – specification of some
aspect that ‘will differentiate the brand from
its competitors based on a detailed
understanding of the consumers’ needs and
wants.’ (can be an emotional need)
• The proposition – specific message to be
conveyed
• Desired response
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The creative brief – what should it contain
cont’d……
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Reasons to believe
Brand personality
Tone of voice
Executional considerations/mandatory
inclusions
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Components of the brief
• Client/Client contact info
• Project name
• Prepared by (person responsible
for brief)
• Approved by (client and agency
rep)
• Background/Overview
• Objective, purpose of ad
• Target audience
• What’s the single most important
thing we want to say
• Supporting rational and
emotional reasons to act or
believe
• Desired response
• Mandatory elements, helpful
information and insights
• Schedule
Cooper, Alan (2006), How to plan advertising, 2nd edition, Thomson
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Successful briefing
Cooper, Alan (ed), 1997, How to plan advertising, 2nd edition, Thomson
Clarity
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Successful briefing
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Successful briefing
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So why have objectives when working on
an advertising campaign?
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Types of objectives
• Sales/marketing-oriented objectives
– Set targets in terms of quantifiable results as
measured against sales, market share, distribution
achievements & customer contacts.
– To sell product or service
– See A&P expenditure as investment of scarce
resources
needs economic justification
– A&P should produce measurable results
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Problems with sales objectives
• What about the other variables in the
marketing mix
• Sales are a function of many variables
• Effects of advertising & the extended
period
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Where sales objectives are appropriate
 Some promotions are action oriented
 Most SP programmes aim to generate shortrun increases in sales
 Direct-response advertising
 Retail advertising
 Repositioning established brands
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• Communications objectives
– Set targets in terms of creating a good impression &
to move the target audience further up the hierarchy
of effects model.
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Communications objectives
• Brand knowledge and interest
• Favourable attitudes & image
• Purchase intentions
• Creation of favourable impressions
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Problems with communications
objectives
 Difficult to measure success
 Can take longer to reap the rewards
 What constitutes adequate levels of
awareness, knowledge, liking, preference,
conviction?
 Reliance on brand manager’s personal
experience to do the above
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Some real examples of objectives
• “To increase brand salience”
• “Increase sales by 14% versus 2012”
• “To launch the Millionaire Raffle product in a way that
facilitated a speedy understanding of its distinctive nature”
• “Improve attitudes to seatbelt wearing, compared to precampaign benchmarks”
• “To arrest the decline in Guinness volumes and begin to build
back volume in the new drinking landscape.”
• “To recruit new regular drinkers.”
• “To grow the value of the market by 5%”
• “To open a two way dialogue with teenagers.”
(Adapted from IAPI Advertising Effectiveness Awards, 2008)
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Approaches to budget planning
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Percentage of sales
Percentage of product gross margin
Competitor parity/competitive expenditure
Desired share of voice
Media inflation
Objective and task method/build-up approach
Experimentation
Affordability
New products
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Should you advertise more or less in the
following circumstances:
• In a recession?
• When consumers are familiar with/loyal to the
brand?
• When the advertising message is complex?
• When there is a lot of advertising clutter?
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Small budgets – circumventing the
disadvantages
• Campaign amplification (e.g. Club Orange,
WiMax, Paddy Power)
• Selective and focused targeting
• Piggy-backing
(Yeshin, 2006, p267)
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Establishing the budget
From
To
Budget as an expense
…..as an investment
Cutting into profits
…contributing to sales & market share
Cutting expenditure
in a recession
…spending in a recession
Blinkered approach
…strategic approach
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