Transcript Completing the Advertising Plan

Completing the Advertising Plan
The Advertising Plan
Introduction
Situational Analysis
Objectives
Budget
Strategy
Execution Methods
Evaluation
• The strategy section
describes the plan for the
advertising message.
• Consists of indentifying
the target market,
selecting a positioning
strategy, and choosing the
type of advertisement.
• Execution is the process
of carrying out the
strategy.
• Includes creating the ads
and placing them in the
appropriate media.
Identify the • A subgroup of the market
segment that is the focus of
Target Market
the advertising message.
• The target market includes
the consumers most likely
to buy the product or
service.
• What is the target market
for a Nike Football cleat?
Selecting a
Position
• Positioning is the process
of making an advertiser’s
product different from
other products in the
consumer’s mind.
• The positioning strategy is
used to develop the
complete marketing
strategy aimed at the
target market.
• Is designed to achieve a
certain attitude in the
prospective buyer’s mind.
Types of Positioning
1. Benefit Positioning – selects a single
benefit that user might believe is
important.
2. User Positioning – emphasizes the
consumer’s lifestyle.
3. Competitive Positioning – focuses on
the differences between your product
and other similar products.
Choose the Type of Advertising
• Select the type of advertising that fits the
position strategy and objectives:
– Brand
– Informative
– Comparative
– Defensive
– Persuasive
Execution
• The process of carry out the strategy.
• Includes:
– Creating the ads
– Placing the ads in the appropriate media