Transcript Determine Cost Based on Build-up Analysis

Planning Advertising and
Integrated Brand Promotion
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©2012
©2012
Cengage
Cengage
Learning.
Learning.
All Rights
All Rights
Reserved.
Reserved.
MayMay
not not
be scanned,
be scanned,
copied
copied
or duplicated,
or duplicated,
or posted
or posted
to atopublicly
a publicly
accessible
accessible
website,
website,
in whole
in whole
or inorpart.
in part.
Polishing the Apple—Again and Again
Apple’s launch of the iPad used a comprehensive and creative
IPB campaign:
✦ The iPad was scheduled to go on sale in Spring 2010.
✦ The “launch” started months before, however, with rumors circulating weekly.
✦ Steve Jobs gave a sneak preview in January 2010 again teasing Apple fans.
✦ No ads ran for the two months, but the buzz was already built as bloggers started to
speculate about the functionality and virtues of the iPad.
✦ The first ads ran during the Oscars in March 2010, followed by 2.4 million views on
YouTube—a huge viral effect for the brand.
✦ Next, branded entertainment kicked in with the iPad featured the entire episode of
Modern Family on March 31, 2010.
✦ The official sales date was finally set as April 3, 2010.
✦ Long lines began to form outside retail outlets on April 2, 2010.
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©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Advertising Plan and Its Marketing
Context
Marketing Plan
Ad Plan
Specifies thinking and tasks
needed to conceive and
implement an effective
advertising effort
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©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Advertising Plan Components
Introduction
Situation Analysis
Objectives
Budgeting
Strategy
Execution
Evaluation
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©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Advertising Plan Components
Introduction
• Executive Summary
• Overview
Situation Analysis
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• Cultural Context
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Ethnocentrism
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Self-Reference Criterion
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Historical Context
Industry Analysis
Market Analysis
Competitor
Analysis
©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Advertising Plan Components:
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
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©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Communication vs. Sales Objectives
Advertising = Sales?
Advertising = Communication?
Effective Communication = Sales?
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Focusing on communications objectives allows advertisers
to consider a broad range of strategies.
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Communications recognizes a greater complexity in
the advertising/IBP process. Building brand loyalty
can take years—and might not affect sales in the short
term
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While there is tension, both objectives can be used
©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Advertising Plan Components:
Objectives
Characteristics of
Workable Objectives
• Quantitative benchmarks
• Measurement/criteria for success
• Time frame
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©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Advertising Plan Components:
Budgeting
Budgeting Methods
• Percentage of sales
o Does not relate spending to objectives
• Share of market/voice
o Likely to only maintain “status quo” market share
• Response models
o Associates dollars spent on advertising to sales generated
o Assumes
simple causality
• Objective and Task
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o Preferred and most strategic approach
©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Implementing Objective and Task
Budgeting
Determine Cost
Based on
Build-up
Analysis
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•Production costs
•Ancillary costs
•Other promotion/IBP
•Reach
•Frequency
•Time frame
•Media
Compare Costs Against
Industry and Corporate
Benchmarks
Reconcile and
Modify Budget
Determine Time Frame
for Payout
©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Advertising Plan Components
Strategy
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Brand Name Recognition?
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Repetition and
frequency
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Broaden appeal to new segments
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Rhyming games
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Trial Use Stimulation?
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Introductory offers
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Product guarantees
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Brand Switching?
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Value Propositions
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Product comparisons
©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Advertising Plan Components
Execution
Evaluation
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Creative Brief
Copy Strategy
Media Plan
Integrated Brand Promotion
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Criteria
Methods
Consequences
©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
The Role of the Advertising Agency in
Planning Advertising and IBP
• Advertiser must bring to the table an assessment
of the brand’s value, the external environment,
and opportunities and threats.
• The advertising agency’s role is to translate the
current marketing plan and market status of the
brand into:
o advertising objectives
o
advertising strategies
finished advertisements and IBP materials
o media placement and execution of advertising and IBP
o
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©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.