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					CHAPTER
Advertising Planning and Strategy

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Outline
• • • • Strategic planning The marketing plan The advertising plan The creative plan and copy strategy

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Objectives
Be able to: • Explain how advertising strategy and planning lead to more effective advertising • Identify the key elements of a marketing plan • Outline what an advertising plan is and list its key elements including its relationship to the marketing plan • Describe the main parts of a creative platform and types of copy strategy
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Advertising Planning and Strategy
• Strategic planning
– Begins at corporate level – Extends to the functional level – Ends with advertising

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Strategic Planning
• The process of determining objectives, deciding on strategies, and implementing the tactics, within a specific time frame

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Strategic Planning
• Distinguishing objectives and strategies
– Objective: a goal to be accomplished (the destination) – Strategy: the means for accomplishing the objective (the route to the destination)

• Planning has three tiers
– Business plan • Marketing plan
– Advertising plan

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The Business Plan
• Covers a division or strategic business unit (SBU) • Begins with a business mission statement

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The Business Plan
• Also uses a S.W.O.T analysis
– Strengths: positive traits, conditions, and situations – Weaknesses: negative traits, conditions, situations – Opportunity: area of a possible competitive advantage – Threat: Environmental trend that could erode business

• Specific objectives and goals • Strategies and tactics for goal achievement
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The Marketing Plan
• Document that proposes strategies for using the marketing mix to achieve marketing objectives • Functions:
– – – – – Analyze the marketing situation Identify the problem Outline the marketing opportunities Set the objectives Propose strategies and tactics to solve the problems and meet the objectives

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Steps in the Marketing Plan

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The Marketing Plan
• Marketing objectives
– Benchmarks: market share, sales, store traffic, or profit – Marketing and corporate objectives often influence one another

• Selecting marketing opportunities
– Conducting a S.W.O.T analysis is part of the marketing plan

• Selecting target markets • Executing plans • Evaluating plans
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Questions for Discussion
• Advertising can solve only messagerelated problems such as image, attitude, perception, and knowledge of information. In what ways does advertising solve these problems?
• What is the impact on consumers? • On the company’s strategy? • On the advertising budget?
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The Advertising Plan
• Advertising planning dovetails with marketing planning • Ad plan matches the right audience to the right message and presents it in the right medium to reach the audience • Three elements at the heart of the plan
– Targeting the audience (who are you trying to reach? – Message strategy (What do you say to them?) – Media strategy (When and where will you reach them?)
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The Advertising Plan
• Introduction and executive summary • Situation analysis
– Collecting and analyzing data to determine what they mean for the success of the brand

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The Advertising Plan
• Advertising planning decisions
– Advertising objectives • Determine which ad objectives (perception, learning, persuasion, and behavior) is most appropriate • Use advertising models to select objectives
– AIDA – DAGMAR

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The Advertising Plan
• Advertising planning decisions (cont.)
– Targeting the audience • Ad plan substitutes “audience” for “market” • Audience profiles are important to media planners and creatives

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The Advertising Plan
• Advertising planning decisions
– Product features and competitive advantages • Feature analysis • Competitive advantage lies where product has strong feature that is important to the target and competition has a weaker one – Brand personality – Positioning strategies • Position: the first thing that comes to mind when you hear a company’s name
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The Advertising Plan
• Advertising planning decisions
– Implementation • Campaign’s specific tactics, schedule, and those responsible for implementing the tactics – Evaluation • Variety of research techniques from Chapter 5 can be used before, during, or after the campaign
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The Advertising Plan
• Advertising budget
– Budgeting is difficult and political – Methods for budgeting • Historical method: uses previous budgets to calculate a new budget • Task-objective method: considers the objectives for each activity and determines the costs of accomplishing them

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The Advertising Plan
• Advertising budget
– Methods for budgeting (cont.) • Percentage-of-sales method: Compares total sales with the total advertising budget • Competitive methods: considers competitors budgets as benchmarks • All you can afford: allocating “whatever’s left over”

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The Creative Strategy
• Message strategies are developed for individual ads • Creative or copy platform
– Also known as creative work plan or creative blueprint – A guide to those developing the ad that ensures everyone is working with the same understanding of the message strategy

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Questions for Discussion
• Think of a product you purchased recently. How was it advertised? Which strategies can you discern in the advertising? • Did the advertising help to convince you to purchase the product?
• Why or why not?

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DOCUMENT INFO
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