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
Recommended
