1The AdvertisingPlanChapter 8© 2006 Thomson/South-WesternCh 8: The ad plan 2Advertising Plan in ContextAd PlanSpecifies thinking and tasks needed to conceiveand implement an effective advertising effortMarketing Plan© 2006 Thomson/South-WesternCh 8: The ad plan 3Advertising PlanComponentsIntroductionSituation AnalysisObjectivesBudgetingStrategyExecutionEvaluation© 2006 Thomson/South-Western2Ch 8: The ad plan 4Advertising Plan ComponentsIntroduction•Executive summary•OverviewSituationAnalysis•Historical context•Industry analysis•Market analysis•Competitor Analysis© 2006 Thomson/South-WesternHistorical contextis an importantconsideration indeveloping anadvertising planfor a brand.© 2006 Thomson/South-WesternAdvertising Plan:Objectives• To create or maintain brandawareness.• To change consumer beliefs orattitudes. • To influence purchase intent. • To stimulate trial use. • To convert one-time users into repeatpurchasers..• To encourage brand switching.© 2006 Thomson/South-Western3Ch 8: The ad plan 7Sales vs. CommunicationObjectivesAdvertising = Sales?Advertising = Communication?Effective Communication = Sales?Focusing oncommunications objectivesallows advertisers toconsider a broad range ofstrategies. Building brandloyalty can take years.© 2006 Thomson/South-WesternCh 8: The ad plan 8Advertising Plan ComponentsCharacteristicsof WorkableObjectives•Quantitative benchmarks•Measurement methods•Criteria for success•Time frame© 2006 Thomson/South-WesternCh 8: The ad plan 9BudgetingMethods•Percentage of sales•Share of market/voice•Response models•Objective and TaskAdvertising Plan Components© 2006 Thomson/South-Western4Ch 8: The ad plan 10Determine costbased on build-upanalysis•Production costs•Ancillary costs•Other promotion•Reach•Frequency•Time frame•MediaCompare costs againstindustry and corporatebenchmarksReconcile andmodify budgetDetermine timeFrame for payoutImplementing Objective and TaskBudgeting© 2006 Thomson/South-WesternCh 8: The ad plan 11Strategy•Brand name recognition?•Repetition and frequency•Rhyming games•Trial Use Stimulation?•Introductory offers•Product guarantees•Brand Switching?•Value Propositions•Product comparisonsAdvertising PlanComponents© 2006 Thomson/South-WesternCh 8: The ad plan 12Advertising Plan ComponentsExecution•Copy strategy•Media plan•Integrated brand promotionEvaluation•Criteria•Methods•Consequences© 2006 Thomson/South-Western5Ch 8: The ad plan 13The Role of the AdvertisingAgency in Advertising Planning• Advertiser brings to the table anassessment of the brand’s value, theexternal environment, and opportunitiesand threats.•The advertising agency’s role is to thecurrent marketing and market status of thebrand into advertising objectives andstrategies and ultimately intoadvertisements and IBP materials© 2006
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