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Chapter 8Chapter 8

The Advertising The Advertising PlanPlan

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Advertising Plan in ContextAdvertising Plan in Context

Ad Plan

Specifies thinking and tasks needed to conceive and implement an effective advertising effort

Marketing Plan

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Advertising Plan ComponentsAdvertising Plan Components

Introduction

Situation Analysis

Objectives

Budgeting

Strategy

Execution

Evaluation

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Advertising Plan ComponentsAdvertising Plan Components

Introduction • Executive summary

• Overview

Situation Analysis

• Historical context

• Industry analysis

• Market analysis

• Competitor Analysis

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Historical context is an important consideration in Historical context is an important consideration in developing an advertising plan for a brand.developing an advertising plan for a brand.

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Advertising Plan: ObjectivesAdvertising Plan: 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.

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Sales vs. Communication Sales vs. Communication ObjectivesObjectives

Advertising = Sales?

Advertising = Communication?

Effective Communication = Sales?

Focusing on communications objectives allows Focusing on communications objectives allows advertisers to consider a broad range of strategies. advertisers to consider a broad range of strategies. Building brand loyalty can take years.Building brand loyalty can take years.

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Advertising Plan ComponentsAdvertising Plan Components

• Characteristics of Workable Objectives– Quantitative benchmarks– Measurement methods– Criteria for success– Time frame

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Budgeting Methods

• Percentage of sales

• Share of market/voice

• Response models

• Objective and Task

Advertising Plan Components Advertising Plan Components (cont’d)(cont’d)

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Determine cost based on build-up analysis

• Production costs

• Ancillary costs

• Other promotion

• Reach

• Frequency

• Time frame

• Media

Compare costs against industry and corporate

benchmarks

Reconcile andmodify budget

Determine timeframe for payout

Implementing Objective and Implementing Objective and Task BudgetingTask Budgeting

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Strategy • Brand name recognition?

• Repetition and frequency

• Rhyming games

• Trial Use Stimulation?

• Introductory offers

• Product guarantees

• Brand Switching?

• Value Propositions

• Product comparisons

Advertising Plan ComponentsAdvertising Plan Components

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Advertising Plan ComponentsAdvertising Plan Components

Execution• Copy strategy

• Media plan

• Integrated brand promotion

Evaluation• Criteria

• Methods

• Consequences

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The Role of the Advertising Agency The Role of the Advertising Agency in Advertising Planningin Advertising Planning

• Advertiser – Brings to the table an assessment of the brand’s

value, the external environment, and opportunities and threats.

• The Advertising Agency’s Role– To define the current marketing and market status of

the brand into advertising objectives and strategies and ultimately into advertisements and IBP materials.