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...considering strategic advertising planning
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Advertising Media Strategy
The Strategic Planning Process… 2
A sub-component of the overall marketing communications plan…
Gather all relevant information… fill in the gaps!
Strategic advertising plan
Start from what you know or need to find out.
…which in turn is part of the overall marketing plan.
information gathering…
Product description
Market assessment
Source of business
Competitive evaluation
Marketing objectives
Percy and Elliott (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 thinking…
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 positioning 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 based up the marketing strategy
Where are sales or usage to come from?
What is known about the target audience?
Where do intermediaries fit in?
users or non-users… trial or repeat purchasers… new to or already using the category… loyal or promiscuous users
need to build a profile… demographics alone not enough… need to know attitudes, motivations, behaviour
advertising can have secondary target audiences… retailers, wholesalers, 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, influencers, deciders, purchasers, users
choosing, purchasing, using
How can the advertising fit 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 strategy based upon the communication objective selected
Communication effects…
Brand awareness and brand attitude strategy
Promotion strategy
Fulfills a category need… Brand awareness… Brand attitude… Brand purchase intention
Step Five… Set the media strategy to deliver the message and satisfy the communications objectives
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 specific brand awareness and brand attitude strategy
Establish communications objectives and determine recall vs. recognition brand awareness strategy, and brand attitude strategy in terms of involvement and motivation
Link to brand category need to guide brand awareness strategy, and link brand to benefit to guide brand attitude strategy
Determine level of involvement and motivation to guide communication strategy and identify where media can effectively reach the tart audience
Identify target audience and establish a trial vs. repeat purchase target audience action objectives
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
Advertising campaign…
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 final decision is theirs
Advertising Agencies
Create the advertising - creative agencies
Buy the media space – media buyers/ agencies
Receive the remaining 10% of the advertising spend
Not a big industry – but a valuable one
UK adspend in 2013 circa £13.9billion – WPP
Media
Carry advertising in return for payment… television, radio, newspapers, magazines, internet, etc.
Receive about 90% of what is spent by advertisers
Rely on advertising revenue to subsidise their output
See themselves as producing entertainment, news, information, documentaries, journalistic content, etc.
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
http://www.theguardian.com/media/2013/nov/25/uk-advertising-
spend-hit-pre-crash-high (accessed 12.09.2014)
http://www.wpp.com/wpp/ (accessed 12.09.2014)
http://www.brandrepublic.com/news/1314618/grey-london-unveils-
first-global-volvo-ad/ (accessed 1.10.2014)