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The Advertising Plan

8. The Advertising Plan. Objectives. Ad Plan Components Setting Ad Objectives Ad Budgeting (%, SOV, O&T). Advertising Plan in Context. Marketing Plan. Ad Plan. Specifies thinking & tasks needed to conceive & implement an effective advertising effort. Advertising Plan Components.

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The Advertising Plan

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  1. 8 The Advertising Plan

  2. Objectives • Ad Plan Components • Setting Ad Objectives • Ad Budgeting (%, SOV, O&T)

  3. Advertising Plan in Context MarketingPlan Ad Plan • Specifies thinking & tasks needed to conceive & implement an effective advertising effort

  4. Advertising Plan Components Introduction Situation Analysis Objectives Budgeting Strategy Execution Evaluation

  5. Advertising Plan Components Introduction • Executive summary • Overview • Historical context • Industry analysis • Market analysis • Competitor Analysis Situation Analysis

  6. Historical context is an important consideration in developing an advertising plan for a brand.

  7. Advertising Plan: 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.

  8. Advertising = Sales? Advertising = Communication? Effective Communication = Sales? Sales vs. Communication Objectives Focusing on communications objectives allows advertisers to consider a broad range of strategies. Building brand loyalty can take years.

  9. Advertising Plan Components • Quantitative benchmarks • Measurement methods • Criteria for success • Time frame Characteristics of Workable Objectives

  10. Advertising Plan Components • Percentage of sales • Share of market/voice • Response models • Objective & Task Budgeting Methods

  11. Implementing Objective & Task Budgeting Compare costs against industry & corporate benchmarks Determine cost based on build-up analysis • Production costs • Ancillary costs • Other promotion Reconcile & modify budget • Reach • Frequency • Time frame • Media Determine time Frame for payout

  12. Advertising Plan Components Strategy • Brand name recognition? • Repetition & frequency • Rhyming games • Trial Use Stimulation? • Introductory offers • Product guarantees • Brand Switching? • Value Propositions • Product comparisons

  13. Advertising Plan Components • Copy strategy • Media plan • Integrated brand promotion Execution • Criteria • Methods • Consequences Evaluation

  14. The Role of the Advertising Agency in Advertising Planning • Advertiser brings to the table an assessment of the brand’s value, the external environment, & opportunities & threats. • The advertising agency’s role is to the current marketing & market status of the brand into advertising objectives & strategies & ultimately into advertisements & IBP materials

  15. Teamwork is Key in Effective Execution

  16. Review/?s • Ad Plan Components • Setting Ad Objectives • Ad Budgeting (%, SOV, O&T)

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