Marketing and Advertising Planning

Chapter No. Page No.

Advertising and Sales Promotion Management4 33

MARKETING AND ADVERTISING PLANNING

MARKETING PLAN:

CONTAINS INFORMATION ABOUT ORGANISATIONAL IMPORTANT ELEMENTS

THE SITUATION ANALYSISTHE MARKETING OBJECTIVESTHE MARKETING STRATEGYTHE ACTION PLAN




THE SITUATIONAL ANALYSIS

ORGANISATIONAL HISTORY AND CURRENT SITUATION IS CONSIDERED

PRODUCTS, SERVICES, SALES, MARKET SHARES, COMPETITIVE POSITION, MARKETS SERVED, DISTRIBUTION SYSTEMS PAST ADVERTISING, STRENGTHS AND WEAKNESSES OF THE COMPANY

IT ALSO INVOLVES RESEARCH ESPECIALLY MARKET ANALYSIS AND CONSUMER BEHAVIOURAL

RESEARCH.




MARKETING OBJECTIVES

TOTAL SALES VOLUME

SALES VOLUME BY PRODUCTS, MAREKT SEGMENTS, CUSTOMER-TYPE

MARKET SHARE

GROWTH RATE OF SALES VOLUMECONT…..




MARKETING OBJECTIVES

GROSS PROFIT

PRODUCT LINE –TO ADD OR TO DELETE

DEVELOP PRICING POLICIES

TRAINING FOR SALES PERSONS

SOCIAL OBJECTIVES.




MARKETING STRATEGY

OBJECTIVES LEAD TO STRATEGIESSTRATEGIES GUIDE US HOW TO ACHIEVE OBJECTIVESSELECT THE TARGET MARKETDETERMINE THE MARKETING MIX FOR THE MARKETPOSITION THE PRODUCT IN EACH MARKET




BRAND POSITIONING

POSITIONING IS NOT WHAT YOU DO TO THE PRODUCTPOSITIONING IS WHAT YOU DO TO THE MIND OF THE PROSPECT POSITIONING MAY LEAD TO COSMETIC CHANGES IN THE PRODUCT’S NAME, PRICE AND PACKAGING BUT FAR MORE IMPORTANT IS THE PSYCHOLOGICAL POSITIONING OF POTENTIAL PRODUCTSREPOSITIONING OF EXISTING PRODUCTSPRODUCT POSITIONER DOES SOMETHING TO THE PRODUCT, AS WELL AS SOMETHING TO THE MIND.




MEANING OF PRODUCT POSITIONING

“THE ACT OF DESIGNING THE COMPANY’S OFFER SO THAT IT OCCUPIES A DISTINCT AND VALUED PLACE IN THE MIND OF THE TARGET CUSTOMERS”

= KOTLER.

POSITIONING MAY BE

MARKET POSITIONING

PSYCHOLOGICAL POSITIONING




MARKET POSITIONING

IT IS A THREE STEP PROCESS :

IDENTIFY MARKET OPPORTUNITIES

SEGMENT THE MARKET AND SELECT THE RIGHT SEGMENT

DEVICE A COMPETITIVE STRATEGY




PSYCHOLOGICAL POSITIONING

IT GROWS OUT OF MARKET POSITIONING.IT TRIES TO ESTABLISH A DISTINCTIVECORPORATE OR PRODUCT IDENTITY FOR WHICH IT USES TOOLS OF COMMUNICATION SUCH AS ADVERTISING, PUBLIC RELATIONS, POINT OF PURCHASE etc.




PERCEPTUAL MAPPING FOR POSITIONING

PERCEPTUAL SPACE MAP (PSM) SHOWS THE PERCEIVED RELATIVE POSITIONS OF PRODUCTS ALONGWITH DIFFERENT DIMENSIONS. THE ATTRIBUTES OR DIMENSIONS OF A PRODUCT AREIDENTIFIED BY QUALITATIVE RESEARCH LIKE DEPTHINTERVIEWS.




ADVERTISING POSITIONING

AN AVERAGE PERSON CAN RARELY NAME MORE THAN SEVEN BRANDS

= GEOGE A. MILLER

ADVERTISING HAS TO ESTABLISH THE BRAND IN A COMMANDING POSITION IN THE MIND SETS OF CONSUMERS




ADVERTISING POSITIONING

POSITIONING IN THE CONSUMER’S MIND IS THE END PROCESS OF FILTERING INFORMATION ABOUT:THE PRODUCT ATTRIBUTESTHE PACKAGINGTHE PRICETHE IMAGE OF THE PRODUCT CREATED BY ADVERTISING.




RESEARCH FOR POSITIONING

INVESTIGATE WHAT CONSUMERS DO WITH THEPRODUCTATTITUDINAL INFORMATION SHOULD BE DEVELOPED ACCORDING TO THE PURPOSE FOR WHICH THE BRAND IS USEDTO ASK WHY A PRODUCT IS NOT BEING USEDTO IDENTIFY WHERE THE EXISTING BRANDS AREPLACED IN THE CONSUMER’S MIND




BRAND PERSONALITY

BRANDS ARE MUCH LIKE PEOPLETHEY HAVE CERTAIN PHYSICAL CHARACTERISTICS, SKILLS AND ABILITIES, CERTAIN ASSOCIATIONS AND ATTITUDESLIKE AN INDIVIDUAL, A BRAND TOO IS A BLEND OF ALL THE ABOVE.

THE BRAND THEREFORE

APPEALS TO SENSES, TO REASON AND TO EMOTIONS.




POSITIONING OPTIONS

ADVERTISERS CAN CHOOSE TO POSITION A PRODUCT ON ITS

ATTRIBUTES AND BENEFITSBY IDENTIFYING A TARGET MARKET FOR THEMON THE BASIS OF PRODUCT USAGEAGAINST A COMPETITOR OR AS PRODUCT CATEGORY




DAGMAR APPROACH ACCORDING TO DAGMAR APPROACH, THE

COMMUNICATION TASK OF THE BRAND IS TO GAIN

AWARENESSCOMPREHENSIONCONVICTIONIMAGEACTIONDAGMAR TREATS AN ADVERTISING GOAL AS ACOMMUNICATION TASK, TO BE ACHIEVED AMONG ADEFINED AUDIENCE IN A GIVEN PERIOD OF TIME.




ADVERTISING STRATEGY

IT COMBINES THE TASK OF SELECTING THE MEDIA AND DESIGNING AN EFFECTIVE MESSAGE TO SEEK THE ANSWERS FOR THE FOLLOWING QUESTIONS

WHAT ARE OUR BUSINESS GOALS ?WHAT KIND OF PEOPLE DO WE NOW SELL TO?WHAT KIND OF PEOPLE SHOULD WE SELL TO?HOW THESE PEOPLE THINK, FEEL , AND BELIEVE OUR COMPETITION? WHICH KEY THOUGHT SHOULD WE PUT INTO THE MINDS OF THOSE PEOPLE TO MAKE THEM FEEL, THINK, DO AND BELIEVE THE WAY WE WANT THEM TO ?




ALLOCATING FUNDS FOR ADVERTISING( MONEY DRIVES BOTH MARKETING AND ADVERTISING PLANS)

ADVERTISING MUST JUSITFY THE EXPENDITURE IT MAKESADVERTISING IS AN INVESTMENT IN FUTURE SALESIT BUILDS CONSUMER PREFERENCE AND CREATES GOOD WILLCONSUMER’S LOYALTY IS EARNEDADVERTISING HAS A RELATIONSHIP TO SALES AND PROFIT




ALLOCATING FUNDS FOR ADVERTISING( METHODS TO DETERMINE HOW MUCH TO SPEND ON ADVERTISING )

AFFORDABILITY METHOD

PERCENTAGE-OF-SALES METHOD

COMPETITIVE METHOD

OBJECTIVE AND TASK METHOD

ADDITIONAL METHODS




ADVERTISING CAMPAIGN

CAMPAIGN IS A MILITARY EXPRESSION

IN ADVERTISING IT IS USED TO MEAN:ORGANISED AND PLANNED USE OF ADVERTISING FOR ACCOMPLISHING A DEFINITE PURPOSE




WHAT IS AN ADVERTISING CAMPAIGN

A CAMPAIGN IS A

CO-ORDINATIVE EFFORT OF PROMOTION OF A PARTICULAR PRODUCT / SERVICE DURING A PARTICULAR PERIOD OF TIME TO ATTAIN PRE-DECIDED OBJECTIVES




WHY TO ADVERTISE IN TERMS OF CAMPAIGN?

BUYERS ARE FORGETFUL OF ERRATICALLY APPEARING ADS

DUE TO A CLUTTER OF LARGE NUMBER OF ADS MESSAGES, THEY OVERLOOK

NEW PROSPECTS EMERGE OVER A PERIOD OF TIME

CAMPAIGNS FORCE US TO LOOK ON ADVERTISING EFFORT RETROSPECTIVELY SO AS TO IMPROVE IT




CAMPAIGN PLANNING

THE DEMOGRAPHIC AND PSYCHOGRAPHIC STUDY OF CONSUMERS CONSTITUTING A MARKET IS A MUST TO CREATE ADVERTISEMENTS FOR THE RIGHT TARGET AUDIENCE WITH THE RIGHT TYPE OF APPEALS




PARAMETERS GOVERNING THE CAMPAIGNS

THE TOTAL ADVERTISING BUDGETTHE MEDIA AVAILABILITYTHE CONSUMER PROFILETHE PRODUCT PROFILETHE CAMPAIGN’S DURATION AND ITS TIMING

CONT…..




PARAMETERS GOVERNING THE CAMPAIGNS

THE ADVERTISING AND MARKETING OBJECTIVESTHE DISTRIBUTION CHANNELSTHE MARKETING ENVIRONMENT INCLUDING PRESSURE GROUPS AND COMPETITORSA REVIEW OF PREVIOUS ADVERTISSING / PROMOTIONAL EFFORTTHE CREATIVE CONSIDERATIONTHE NEW PLAN




WHILE PLANNING AN ADVERTISING CAMPAIGNIDENTIFY THE PROBLEMTHE BUDGETPRE-TESTINGTARGET AUDIENCEMEDIA SELECTIONTHE LAGUAGETHE VISUAL AND THE COPYTIMING AND DURATIONPOST-TESTINGEFFECTS ON SALES




WHY TO PLAN CAMPAIGNS?

TO DETERMINE THE MARKET AND ITS POTENTIALTO OBTAIN THE CONSUMER PROFILETO STUDY THE CONSUMER PSYCHOLOGYTO KNOW THE FREQUENCY OR SIZE OF BUYINGTO DECIDE ABOUT THE CHANNELS AND THEIR SATISFACTORY OPERATIONTO BRING ABOUT PRODUCT MODIFICATIONTO DETERMINE THE GEOGRAPHICAL SCOPE OF THE CAMPAIGN CONT……





TO DO THE MEDIA PLANNINGTO DEVELOP A CENTRAL / CORE IDEA FOR EFFECTIVE CAMPAIGN PLANNINGTO DETERMINE THE FUNDAMENTAL HUMAN DESIRETO WHICH THE ADVERTISEMENT WILL APPEAL TO DETERMINE THE TYPE OF COPYTO DETERMINE THE SCHEDULING AND SPACE BUYING CONT…….





TO PREPARE THE ACTUAL AD COPIES WITH ADOMINANT CENTRAL IDEATHE PLACEMENT OF THE COPY IN THE MEDIA TO RUN THE CAMPAIGNTO DO THE BUDGETING FOR THE CAMPAIGNTO CO-ORDINATE WITH THE GENERAL ADMINISTRATION, SALES STAFF AND OTHER PROMOTIONAL ACTIVITIES




BASIS OF CAMPAIGN PLANNING

CONCENTRATIONDOMINATIONREPETITION

SIR WILLIAM CRAWFORD




THREE PHASES INVOLVED IN THE CREATION OF ANY CAMPAIGN

STRATEGY DEVELOPMENT PHASETHE BRIEFING PHASETHE CREATIVE PHASE

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Marketing and Advertising Planning