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The Advertising Plan

This chapter discusses the components of an advertising plan, including situation analysis, objectives, budgeting, strategy, execution, and evaluation.

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The Advertising Plan

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  1. Chapter 8 The Advertising Plan

  2. Advertising Plan in Context MarketingPlan Ad Plan • Specifies thinking and tasks needed to conceive and implement an effective advertising effort Ch 8: The ad plan 2

  3. Advertising Plan Components Introduction Situation Analysis Objectives Budgeting Strategy Execution Ch 8: The ad plan 3 Evaluation

  4. Advertising Plan Components Introduction • Executive summary • Overview • Historical context • Industry analysis • Market analysis • Competitor Analysis Situation Analysis Ch 8: The ad plan 4

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

  6. Advertising Plan Components • Quantitative benchmarks • Measurement methods • Criteria for success • Time frame Objectives Ch 8: The ad plan 6

  7. 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. Ch 8: The ad plan 7

  8. Workable Objectives • Establish a quantitative benchmark • Current market share • Awareness • Attitude • Specify success measurements and criteria • Specify a time frame • Direct response: short • Brand awareness: long Ch 8: The ad plan 8

  9. Advertising Plan Components • Percentage of sales • Share of market/voice • Response models • Objective and Task Budgeting Methods Ch 8: The ad plan 9

  10. Implementing Objective and Task Budgeting Compare costs against industry and corporate benchmarks Determine cost based on build-up analysis • Production costs • Ancillary costs • Other promotion Reconcile and modify budget • Reach • Frequency • Time frame • Media Determine time Frame for payout Ch 8: The ad plan 10

  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 Ch 8: The ad plan 11

  12. Advertising Plan Components • Copy strategy • Media plan • Integrated brand promotion Execution • Criteria • Methods • Consequences Evaluation Ch 8: The ad plan 12

  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 is to the current marketing and market status of the brand into advertising objectives and strategies and ultimately into advertisements and IBP materials Ch 8: The ad plan 13

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