Planning Advertising and Integrated Brand Promotion Marketing 3344

Planning Advertising and Integrated Brand

Promotion

Marketing 3344

Advertising Plan and Its Marketing Context

Ad Plan

Specifies thinking and tasks needed to conceive and implement an effective

advertising effort

Marketing Plan

Advertising Plan Components

Introduction

Situation Analysis

Objectives

Budgeting

Strategy

Execution

Evaluation

Advertising Plan Components

Introduction Executive summary

Overview

Situation Analysis

Historical context

Industry analysis

Market analysis

Competitor Analysis

Historical context is an important consideration

in developing an advertising plan for a

brand.

Historical context is an important consideration

in developing an advertising plan for a

brand.

Ad in Context Example

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.

Sales vs. Communication Objectives

Advertising = Sales?Advertising = Communication?Effective Communication = Sales?

Focusing on communications objectives allows advertisers to consider a broad range of strategies. Building brand loyalty can take years.

Advertising Plan Components: Objectives

Characteristics of Workable Objectives

Quantitative benchmarks

Measurement methods

Criteria for success

Time frame

BudgetingMethods

Percentage of sales– Does not relate spending to objectives

Share of market/voice– Likely to maintain “status quo” market share

Response models– Depends on sales = advertising relationship

Objective and Task– Preferred and strategic

Advertising Plan Components: Budgeting

Determine cost based on build-up analysis

• Production costs• Ancillary costs• Other promotion/IBP• Reach• Frequency• Time frame• Media

Compare costs against industry and corporate benchmarks

Reconcile and modify budget

Determine timeFrame for payout

Implementing Objective and Task Budgeting

Strategy Brand name recognition?

– Repetition and frequency– Rhyming games

Trial Use Stimulation?– Introductory offers– Product guarantees

Brand Switching?– Value Propositions– Product comparisons

Advertising Plan Components

What is the strategy in this ad?

What is the strategy in this ad?

Ad in Context Example

Advertising Plan Components

Execution

Copy strategy

Media plan

Integrated brand promotion

Evaluation

Criteria

Methods

Consequences

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:

– advertising objectives– advertising strategies– finished advertisements and IBP materials– placement and execution of advertising and IBP