The Advertising Plan

The Advertising Plan

Chapter 8

Ch 8: The ad plan 2

Advertising Plan in Context

Ad Plan

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

Marketing Plan

Ch 8: The ad plan 3

Advertising Plan Components

Introduction

Situation Analysis

Objectives

Budgeting

Strategy

Execution

Evaluation

Ch 8: The ad plan 4


Introduction • Executive summary

• Overview

Situation Analysis

• Historical context

• Industry analysis

• Market analysis

• Competitor Analysis

Historical context is an important

consideration in developing an

advertising plan for a brand.

Historical context is an important

consideration in developing an

advertising plan for a brand.

Ch 8: The ad plan 6


Objectives• Quantitative benchmarks

• Measurement methods

• Criteria for success

• Time frame

Ch 8: The ad plan 7

Sales vs. Communication Objectives

Advertising = Sales?

Advertising = Communication?

Effective Communication = Sales?

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

Ch 8: The ad plan 8

Workable Objectives1. Establish a quantitative benchmark

• Current market share

• Awareness

• Attitude

2. Specify success measurements and criteria

3. Specify a time frame

• Direct response: short

• Brand awareness: long

Ch 8: The ad plan 9

Budgeting

Methods

• Percentage of sales

• Share of market/voice

• Response models

• Objective and Task


Ch 8: The ad plan 10

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 and

modify budget

Determine time

Frame for payout

Implementing Objective and Task Budgeting


Strategy• Brand name recognition?

• Repetition and frequency

• Rhyming games

• Trial Use Stimulation?

• Introductory offers

• Product guarantees

• Brand Switching?

• Value Propositions

• Product comparisons




Execution• Copy strategy

• Media plan

• Integrated brand promotion

Evaluation• Criteria

• Methods

• Consequences


The Role of the Advertising Agency in 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 is to the current marketing and market status of the brand into advertising objectives and strategies and ultimately into advertisements and IBP materials

The Advertising Plan

Documents

Transcript of The Advertising Plan