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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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The Advertising Plan

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The advertising plan

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


The advertising plan

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


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