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The Advertising Plan

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Chapter 8. The Advertising Plan. Advertising Plan in Context. Marketing Plan. Ad Plan. Specifies thinking and tasks needed to conceive and implement an effective advertising effort. Ch 8: The ad plan 2. Advertising Plan Components. Introduction. Situation Analysis. Objectives.

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Presentation Transcript
slide1

Chapter 8

The Advertising Plan

advertising plan in context
Advertising Plan in Context

MarketingPlan

Ad Plan

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

Ch 8: The ad plan 2

advertising plan components
Advertising Plan Components

Introduction

Situation Analysis

Objectives

Budgeting

Strategy

Execution

Ch 8: The ad plan 3

Evaluation

advertising plan components1
Advertising Plan Components

Introduction

  • Executive summary
  • Overview
  • Historical context
  • Industry analysis
  • Market analysis
  • Competitor Analysis

Situation Analysis

Ch 8: The ad plan 4

slide5

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

advertising plan components2
Advertising Plan Components
  • Quantitative benchmarks
  • Measurement methods
  • Criteria for success
  • Time frame

Objectives

Ch 8: The ad plan 6

sales vs communication objectives

Advertising = Sales?

Advertising = Communication?

Effective Communication = Sales?

Sales vs. Communication Objectives

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

Ch 8: The ad plan 7

workable objectives
Workable Objectives
  • Establish a quantitative benchmark
    • Current market share
    • Awareness
    • Attitude
  • Specify success measurements and criteria
  • Specify a time frame
    • Direct response: short
    • Brand awareness: long

Ch 8: The ad plan 8

advertising plan components3
Advertising Plan Components
  • Percentage of sales
  • Share of market/voice
  • Response models
  • Objective and Task

Budgeting

Methods

Ch 8: The ad plan 9

implementing objective and task budgeting
Implementing Objective and Task Budgeting

Compare costs against industry and corporate benchmarks

Determine cost based on build-up analysis

  • Production costs
  • Ancillary costs
  • Other promotion

Reconcile and

modify budget

  • Reach
  • Frequency
  • Time frame
  • Media

Determine time

Frame for payout

Ch 8: The ad plan 10

advertising plan components4
Advertising Plan Components

Strategy

  • Brand name recognition?
    • Repetition and frequency
    • Rhyming games
  • Trial Use Stimulation?
    • Introductory offers
    • Product guarantees
  • Brand Switching?
    • Value Propositions
    • Product comparisons

Ch 8: The ad plan 11

advertising plan components5
Advertising Plan Components
  • Copy strategy
  • Media plan
  • Integrated brand promotion

Execution

  • Criteria
  • Methods
  • Consequences

Evaluation

Ch 8: The ad plan 12

the role of the advertising agency in advertising planning
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

Ch 8: The ad plan 13

ad