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...an introduction to the strategic planning process
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Advertising Strategy and Media Planning The Strategic Plan
ning Process… 2
A sub-‐component of the overall marketing
communications plan…
Gather all relevant information… @il
l in the gaps!
Strategic advertising plan
Start from what you know
or need to @ind out.
…which in turn is part of the overa
ll marketing plan.
information gathering…
Product description
Market assessment
Source of business
Competitive evaluation
Marketing objectives
Percy and Ellio. (2009 p. 83)
Marketing background issues in strategic planning…
What are you marketing?
What is your assessment of the competitive market?
Where do you expect business to come from?
What is your competition and their position?
What are the marketing objectives for the brand?
Can then progress on to strategic thinkin
g…
How can advertising link the target audience to the marketing objectives?
What effect does what we know about the target market have on the messages we want to communicate?
How can we make our brand stand out positively against competing brands?
What would be the most effective creative strategy?
Which media would be the best choices for carrying the advertising?
Percy and Elliott’s Five Steps…
Step One… Select the target audience based up the marketing
strategy
Step Two… Understand how the target audience makes
decisions in the category
Step Three… Determine the best positionin
g for the brand in the
marketing communications
Step Four… Develop a communications strategy based upon the
communication objective selected
Step Five… Set the media strategy to deliver
the message and
satisfy the communications objectives
Percy and Elliott, 2009
Step One… Select the target audience ba
sed up
the marketing strategy
Where are sales or usage to come from?
What is known about the target audience?
Where do intermediaries @it in?
users or non-‐users… trial or repeat purchasers… new to or
already using the category… loyal or promiscuous users
need to build a pro@ile… demographics alone not enough…
need to know attitudes, motivations, behaviour
advertising can have secondary target audiences… retailers, wh
olesalers, other stockists
Step Two… Understand how the target
audience makes decisions in the category
Who is involved in the buying decision?
How does the buyer go about making the decision?
Understanding why… motives that drive behaviour
initiators, in@luencers, deciders, purchasers, users
choosing, purchasing, using
How can the advertising @it into this process?
Step Three… Determine the best positioning
for the brand in the marketing communications
Positioning is about competitive stance within a category
What can this brand offer that others don’t?
Is repositioning necessary?
Giving the brand a differential advantage
Often already set by the overall marketing plan
Is a particular communication positioning needed?
Step Four… Develop a communications s
trategy
based upon the communication objectiv
e selected
Communication effects…
Brand awareness and brand attitude strategy
Promotion strategy
Ful@ills a category need… Brand awareness… Brand attitude… B
rand purchase intention
Step Five… Set the media strategy to deliver the
message and satisfy the communications objective
s
Select best communication channels (media) for wanted effects
Compare and contrast strengths and weaknesses of options
Choices made must be consistent with objectives
Budget needs to be taken into account
Percy and Elliott’s Five Steps…
Select the target audience
Understand target audience decision making
Determine the best positioning
Develop a communications strategy
Setting a media strategy
Percy and Elliott, 2009
Identify media options, in terms of speci@ic
brand
awareness and brand attitude strategy
Establish communications objectives and d
etermine recall
vs. recognition brand awareness strategy, a
nd brand attitude
strategy in terms of involvement and motiva
tion
Link to brand category need to guide brand
awareness strategy, and link brand to bene
@it to
guide brand attitude strategy
Determine level of involvement and motivat
ion to guide communication
strategy and identify where media can effect
ively reach the tart audience
Identify target audience and establish a tria
l vs.
repeat purchase target audience action obje
ctives
Percy and Elliott’s Five Steps…
Select the target audience
Understand target audience decision making
Determine the best positioning
Develop a communications strategy
Setting a media strategy
Percy and Elliott, 2009
Can analyse advertising by using
this as a strategic framework and
working backwards
Percy and Elliott’s Five Steps…
Select the target audience
Understand target audience decision making
Determine the best positioning
Develop a communications strategy
Setting a media strategy
Percy and Elliott, 2009
Identify media options, in terms of speci@ic
brand
awareness and brand attitude strategy
Establish communications objectives and d
etermine recall
vs. recognition brand awareness strategy, a
nd brand attitude
strategy in terms of involvement and motiva
tion
Link to brand category need to guide brand
awareness strategy, and link brand to bene
@it to
guide brand attitude strategy
Determine level of involvement and motivat
ion to guide communication
strategy and identify where media can effect
ively reach the tart audience
Identify target audience and establish a tria
l vs.
repeat purchase target audience action obje
ctives
Unilever advert for Sure
What media strategy seems to
have been used? Exposure
How does the brand appear to
have been positioned? Effects
What communication strategy seems
to have been used? Processing
What target market decision making
process is being tapped into?
Who is the target audience?
Target
Advertising Tripartite
Advertiser
Media
Advertising Agency
Advertisers
Pay for advertising, but not their principal activity…
manufacturers, retailers, charities, government, etc.
Advertising is a means to an end
May be the main way they communicate with their target market, but for many it is not
The @inal decision is theirs
Media
Carry advertising in return for payment…
television, radio, newspapers, magazines, internet, etc.
Receive about 90% of what is spent by adve
rtisers
Rely on advertising revenue to subsidise their output
See themselves as producing entertainment
, news,
information, documentaries, journalistic con
tent, etc.
Advertising Agencies
Create the advertising -‐ creative agencies
Buy the media space – media buyers/ agencies
Receive the remaining 10% of the advertisin
g spend
Not a big industry – but a valuable one
UK adspend in 2011 circa £16billion – Adassoc.org.uk
For next week’s seminar
Go to the module’s X-‐Stream site and the SEMINAR folder
Read the Waitrose case study you @ind there
Answer the questions on the related worksheet
Bring your completed worksheet to the tuto
rial
References and reading
Fletcher, W. (2010) Advertising: a very short introduction. Oxford: Oxford University Press.
Percy, L. and Elliott, R. (2012) Strategic Advertising Management. Oxford, Oxford University Press.
Yeshin, T. (2006). Advertising. London: Thomson
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