Chapter 8 The Advertising Plan 2006 Thomson South Western 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 2006 Thomson South Western Advertising Plan Components Introduction Situation Analysis Objectives Budgeting Strategy Execution Evaluation 2006 Thomson South Western Ch 8 The ad plan 3 1 Advertising Plan Components Introduction Executive summary Overview Historical context Situation Analysis Industry analysis Market analysis Competitor Analysis 2006 Thomson South Western Ch 8 The ad plan 4 Historical context is an important consideration in developing an advertising plan for a brand 2006 Thomson South Western Advertising Plan Objectives To create or maintain brand awareness To change consumer beliefs or attitudes To influence purchase intent To stimulate trial use To convert one time users into repeat purchasers To encourage brand switching 2006 Thomson South Western 2 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 7 2006 Thomson South Western Advertising Plan Components Characteristics of Workable Objectives Quantitative benchmarks Measurement methods Criteria for success Time frame Ch 8 The ad plan 8 2006 Thomson South Western Advertising Plan Components Budgeting Methods Percentage of sales Share of market voice Response models Objective and Task 2006 Thomson South Western Ch 8 The ad plan 9 3 Implementing Objective and Task Budgeting Determine cost based on build up analysis Compare costs against industry and corporate benchmarks Production costs Ancillary costs Other promotion Reconcile and Reach modify budget Frequency Time frame Determine time Media Frame for payout Ch 8 The ad plan 10 2006 Thomson South Western 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 2006 Thomson South Western Advertising Plan Components Execution Copy strategy Media plan Integrated brand promotion Evaluation Criteria Methods Consequences 2006 Thomson South Western Ch 8 The ad plan 12 4 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 2006 Thomson South Western Ch 8 The ad plan 13 5
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