Post on 13-May-2015
Writing the Plans BookADVERTISING CAMPAIGNS
TABLE OF CONTENTS
• EXECUTIVE SUMMARY
• SITUATION ANALYSIS
• PROBLEMS AND OPPORTUNITIES
• TARGET MARKET
• OBJECTIVES
• BUDGET
• STRATEGIES
• EVALUATION
• APPENDIX
EXECUTIVE SUMMARY
OVERVIEW WHAT IS THE ASSIGNMENT WHAT IS THE LENGTH WHAT IS THE BUDGET
KEEP SHORT AND GENERAL
SITUATION ANALYSIS
FIVE SUBPARTS:•COMPANY•CONSUMER•MARKET•PRODUCT•COMPETITIONAVOID REDUNANCY
COMPANY ANALYSIS
•NOT EVERYTHING YOU KNOW
•SHOWS CLIENT YOU ARE ON SAME PAGE
•COMPARE TO OTHER COMPANIES
COMPANY ANALYSIS
Key points to cover: Company culture and mission History of problem at hand Opportunities Industry trends Miscellaneous trends
Economic Social
COMPANY CULTURE
•May excerpt parts of Mission Statement
•Draw references to agency experience
•Keep short
COMPANY PROBLEMS
•Focus on Sales and Profits
•Show five year trends
•Establishes you know what’s going on and can help
INDUSTRY TRENDS
•Compare company’s situation to industry as a whole
•Save competitive data for later
•Creates perspective for what follows
MISCELLANEOUS TRENDS
Use charts and graphs to discuss:
•Technology
•Social
•Environmental
•Economic
•Lifestyles
OPPORTUNITIES
•Paint a rosy but NOT unrealistic picture about where the brand can go
•Tease what is to follow
CONSUMER ANALYSIS
•KEY HERE IS INSIGHT, NOT DETERMINING TARGET
•THIS WILL BE BASIS FOR TARGET
CONSUMER ANALYSIS
•Who are the customers?
•What motivates them to buy?
•What do they seek in a product?
•How do they look at life?
CONSUMER ANALYSIS
•Use MRI and Simmons
•Show charts and graphs
•Explain index numbers
•Focus on Product Usage columns
CONSUMER ANALYSIS
MOTIVATIONS
USE PRIMARY RESEARCH
USE FOCUS GROUPS JUDICIOUSLY
CONSUMER ANALYSIS
CONSUMER NEEDS, WANTS, PROBLEMS AND INTERESTS
DISCUSS RELATIVE TO IMPORTANCE
BE INTUITIVE AND GIVE OPINIONS
CONSUMER ANALYSIS
CONSUMER VALUES AND LIFESTYLES
GOOD PLACE FOR CHARTS
TINIEST OR UNUSUAL DETAILS COULD BE VERY IMPORTANT
MARKET ANALYSIS
EXTENDS CONSUMER ANALYSIS
WHERE ARE CUSTOMERS (INDEX)
BDI AND CDI
PRODUCT/SERVICE ANALYSIS
•NOT A DESCRIPTION OF PRODUCT OR SERVICE
•FOCUS ON HOW CONSUMERS RATE, EVALUATE AND PERCEIVE.
CONSUMER WANTSPRODUCT
EASE OF USE YES
TASTES GOOD NO
PRODUCT/SERVICE ANALYSIS
•SUMMARIZE FINDINGS
•EMPHASIZE ESSENCE OF WHAT BRAND IS BASED UPON QUALITATIVE AND QUANTITATIVE DATA
•HOW CAN YOU ADD VALUE TO BRAND
COMPETITIVE ANALYSIS•EXTEND CONSUMER WANTS AND NEEDS ANALYSIS TO COMPETITION
•CONSIDE DIRECT AND INDIRECT COMPETITION
•DIRECT = OTHER BRANDS
•INDIRECT = OTHER CATEGORIES•SUPERMARKETS VS RESTAURANTS
PROBLEMS AND OPPORTUNITIES
•DRAWN FROM SITUATION ANALYSIS
•SUMMARIZE EACH AREA OF ANALYSIS AND STATE PROBLEM
•AVOID STATING SOLUTION
PROBLEMS AND OPPORTUNITIES
COMPANY ANALYSIS
PROBLEM
CONSUMER ANALYSIS
PROBLEM
PROBLEMS AND OPPORTUNITIES
COMPANY ANALYSIS (DIFFERENT)
OPPORTUNITY
CONSUMER ANALYSIS
OPPORTUNITY
PROBLEMS AND OPPORTUNITIES
OPPROTUNITIES TARNSLATE INTO SALES POTENTIAL
FOCUS ON:
•NEW USERS
•MORE USAGE FROM CURRENT
•NEW USES FOR PRODUCT
PROBLEMS AND OPPORTUNITIES
•KEEP RELEVANT TO MARKETING COMMUNICATIONS
•CAN’T SOLVE DISTRIBUTION, CUSTOMER SERVICE OR RETAIL LOCATION PROBLEMS
TARGET MARKET PROFILE
•SETS UP ADVERTISING OBJECTIVES
•CREATES FOCUS
•NOT ALWAYS HEAVIEST USERS BUT LIKELY SOURCE OF GREATEST GROWTH
•HEAVY USERS DO UNDERSTAND BRAND BEST AND PROVIDE INSIGHT
TARGET MARKET PROFILETYPICAL TARGET PROFILE
• HEAVY USERS (X% USERS AND X% TOTAL CONSUMPTION)
• FEMALE HOMEMAKERS
• AGES 25 TO 49, HIGH SCHOOL EDUCATION
• BLUE COLLAR OCCUPATION
• HH INCOME $24-40,000, FAMILY SIZE 3+
• RESIDE IN B & C COUNTIES, EAST & MIDWEST REGIONS
TARGET MARKET PROFILE•AVOID NARRATIVE OF TARGET IN PLAN BOOK
•MAY HAVE MULTIPLE LARGE PRIMARY TARGETS AND SEVERAL SMALLER ONES COMBINED
•CONSDIER SECONDARY TARGET•TRADE OR CONSUMER
MARKETING OBJECTIVES•FOR LARGER CLIENTS:
•RESTATE MARKETING OBJECTIVES TO TIE THEM TO WHAT FOLLOWS
FOR SMALLER CLIENTS:•CREATE OBJECTIVES BASED ON:
•SALES•SHARE OF MARKET
BUDGET•SHOW HERE RELATIVE TO MARKETING OBJECTIVES, OR
•NEAR END, AFTER EVALUATION
•THIS SPOT CAN SHOW DERIVATION OF BUDGET
STRATEGIES
OVERVIEW OF COMPONENTS:
•ADVERTISING
•SALES PROMOTION
•PR
•DIRECT MARKETING
•INCLUDE A RATIONALE FOR EACH
STRATEGIES
ADVERTISING•CREATIVE•MEDIA
CREATIVE STRATEGY
THE CREATIVE BRIEF
….IN LONGER FORM
CREATIVE STRATEGY RESTATE TARGET AUDIENCE OBJECTIVES:
AWARENESS COMPREHENSION ATTITUDE IMAGE USE ACTION WORDS LIKE:
ESTABLISH CONVINCE EDUCATE PERSUADE
CREATIVE STRATEGY
USE SUBHEADS & RATIONALE:POSITIONINGBIG IDEATONETHEMESLOGAN/TAGLINE
CREATIVE STRATEGY
TACTICSSTORYBOARDSSCRIPTSLAYOUTS
MEDIA STRATEGYINTRO TO RELATE TO SITUATION
ANALYSISOBJECTIVES (REACH/FREQUENCY)STRATEGY
TARGET AUDIENCEMEDIA (TV, RADIO, PRINT)MIX (% OF ABOVE WITH RATIONALE)TIMING (CALENDAR)
TACTICS (NETWORKS, STATIONS, MAGS, NEWSPAPERS, SEARCH
MEDIA BUDGET
FLOW CHART
EVALUATION
•OPTIONS FOR JUDGING RESULTS
•CLIENT MAY USE ALREADY
•AGENCY CAN SUGGEST
TOTAL BUDGET
•INCLUDE ALL ELEMENTS
•SHOW AS CHART AND SPREADSHEET
•CAN INCLUDE AS APPENDIX
REMEMBER
•START WITH OUTLINE
•DEVELOP TABLES AND GRAPHS NEXT
•BE CONCISE AND FACTUAL
•USE RESEARCH AS RATIONALE
•OBJECTIVES = SPECIFIC, MEASUREABLE & WITHIN TIMEFRAME