Developing Advertising Plan
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Developing
Advertising
Plan
«
«
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Presented By
Man Mohan Anand « [email protected]
MBA (Marketing & Operations) | 2009-11
M.S.Ramaiah Management Institute, Bangalore
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Advertising Plan
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Advertising Plan Strategy
Situation Analysis
Marketing Program
Advertising Program
Implementation
The
Communications
Consumer / Market Analysis
Competitive Analysis
Role of Advertising, Sales Force
Price, Promotion, Public Relation
Objectives / Segmentation / Positioning
Message Strategy and Tactics
Media Strategy and Tactics
Facilitating Agencies
Social and Legal Constraints
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Setting Goals & Objectives
Work on Brand Image, Attitude &
Personality
Identify Target Segments
Understand People Demand Profile
Plan It, Then Work It
Create Brand Awareness
Attracting New Customer from
other Brand
Increase Brand Loyalty
Reduce Attrition & Price
Elasticity
Product/service promotion
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Creative Elements of an
Advertising Campaign « Copy Writing
Copy Testing
PRE & POST Research
Visualising & Layout
Storyboard
Setting up Advertising Budget
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Copywriting
Cash in on your personal experience
Organize your experience
Write from the heart
Learn from the experience of others
Review previous advertisement of the product
Study competitor's ads
Study testimonial form customers
Solve the prospect’s problem
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Copy Testing
Pre & Post Testing of Ad’s It Determines…
Degree of Understanding Ad’s Effectiveness Impact of Advertisement
Believability Identify loop holes Include Print, TV, Radio,
Internet etc. This Technique is used to
shorten Ad’s
http://www.esomar.org/index.php/glossary-c.html
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Research Methodologies
PRE Research Methodology
POST Research Methodology
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Layouts
The layout activity involves bringing all the
pieces together before the advertising is
sent out for production.
Layout involves decisions as to “How the
various components of headline,
illustration, copy are to be arranged and
positioned (Visualizing the creative idea)
before the final take
Five consideration for developing the
layout :
Balance
Contrast
Proportion
Gaze-motion
Unity
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Storyboard
Storyboards are graphic organizers such as a series of
illustrations or images displayed in sequence for the
purpose of pre-visualizing a motion picture, animation,
motion graphic or interactive media sequence, including
website interactivity
1 2 3
4 5 6
7
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Setting of Advertising Budget
Stages in Product Life
Cycle
Market Share & Consumer
Base
Competition & Clutter
Advertising Frequency
Product Substitutability
Advertising
Budget
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References for Further Study
EBooks:
Marketing Management – Philip Kotler (Chapter 17)
Advertising Management – Rajeev Batra
Advertising & Promotion – An Integrated Marketing Communications Perspective
Websites:
http://www.google.co.in
http://tutor2u.net/business/marketing/promotion_advertising.asp
http://www.knowthis.com/principles-of-marketing-tutorials/
http://www.advertisingmadeeasy.com/abc.asp
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Any Questions???