ADVERTISING PLANNING

Marketing Planvs

Advertising Plan

Marketing Plan focuses on sales

Advertising Plan focuses on Communication GoalsThe Advertising Plan

• An Advertising Plan Matches the Right Audience to the Right Message and

Presents It in the Right Mediu to Reach That Audience ! "as Three Eleents#

• Targeting the Audience$ %ho are &ou tr&ing to reach'

• Message Strategy$ %hat do &ou sa& to the'

• Media Strategy$ %hen ! (here (ill &ou reach the'

Four Major Steps:

• Identif&ing target audience#

• Defining the selling conce)t#

• Setting advertising goals#

• Develo)ing a )lan of e*ecution#

Ste) +$

Identif&ing

Target Audience#

%a&s to identif&

target audience$

• ,-.ective /haracteristics

• Su-.ective Res)onses

• ,vert 0ehavior 

Ste) 1$

Defining theselling conce)t

 

Selling conce)thas 2 )arts$

+# /onsuer Pro-le/avities

1# /onsuer Pa&off  No /avities

3# Product Selling )oints

/rest has$4luoride

A#D#A# Endorseent

2# /o)etitive Positioning

  ,nl& tooth)aste (ith A#D#A# endorseent

Ste) 3$

Setting Advertising Goals

Each goal ust do 3 things

Product

 

Product

Benefit

 

Benefit

Promises

 

Promises

Reason Why

 

Reason Why

Unique SellingProposition

 

Unique SellingProposition

Support

 

Support

Advertisements that focus on the productitself by looking at attributes.

 

Advertisements that focus on the productitself by looking at attributes.

Product is promoted on the basis of hat itcan do for customers.

 

Product is promoted on the basis of hat itcan do for customers.

Promises that something ill happen if youuse the advertised product.

 

Promises that something ill happen if youuse the advertised product.

Based on logic and reasoning and clearlystates a reason for the benefit gained.

 

Based on logic and reasoning and clearlystates a reason for the benefit gained.

A benefit statement that is both unique to theproduct and important to the user.

 

A benefit statement that is both unique to theproduct and important to the user .

!ends credibility to the selling premise.

 

!ends credibility to the selling premise.

Selling Premises

 

• State an effect

4or e*a)le

Raise A(areness

Introducing a ne( )roduct

0uild an Iage

5outh 0rand 6Ree-ok7

8ualit& 60M%7

9 SEE /LASS /"ART: fill in -elo($

1# S)ecif& ho( an& )ros)ects

  ;<= of target arket#

3# Set a deadline%ithin one &ear 

%ithin one &ear: ;<= of the target arket (ill kno( that A#D#A# endorses

/rest#

Ste) 2$

Develo)ing a )lan of e*ecution for###

• Messages

• Media

• 0udget

• Evaluation

1# Media )lan

>Media ,-.ectives

• Media Selection

 

• Media Schedule

5outh Market

0udgetSeven ethods for setting advertising a))ro)riations

• Ar-itrar& ethod

• All availa-le funds

• /o)etitive )arit&

• 4i*ed Su )er unit

• Percentage of sales

• 0udget -uild9u)?Task ,-.ective Method

• /o-ination of ethods

2# Evaluation$

  Measuring effects: )re9test and )ost9test

RE/AP$ 2 a.or ste)s in advertising )lanning )rocess

• Identif&ing the Target Market

• Defining the Selling /once)t

• Setting Advertising Goals

• Develo)ing a Plan of E*ecution