Advertising Strategy and Media Planning Lecture One
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Advertising Strategy and Media Planning Lecture One

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An introduction to the module and what will be covered...

An introduction to the module and what will be covered...

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Advertising Strategy and Media Planning Lecture One Advertising Strategy and Media Planning Lecture One Presentation Transcript

  • Advertising  Strategy  and  Media  Planning   Strategic  Planning  to  Develop  Advertising   1  
  • don’t  think  like  a  consumer   …think  like  an  advertising  manager   thinking…   don’t  think  like  a  student  
  • what  is  the  module  about…   why  this  style?   What  came  Airst…  media  choice  or  message/idea?   What  is  the  strategy?   Why  launch  around  X  Factor  premiere?  
  • What  this  module  is  about…   Critical  analysis  of  theories  and  concepts  about  how   advertising  is  produced  and  how  it  works  at  a  strategic  level   Evaluation  of  how  strategic  and  creative  decisions   contribute  to  the  development  of  effective  advertising   Explanation  and  application  of  the  process   of  media  planning  and  selection   Critical  evaluation  of  individual  media  as  part  of  advertising  strategy  
  • How  this  module  is  taught…   Reading  and  research  based  on  concepts  covered  in   lecture,  and  use  of  material  and  worksheets  on  X-­‐Stream   Group  discussion  of  results  of  reading  and  research  and   comparison  of  worksheet  content   see  Module  Handbook  for  recommended  texts   Weekly  lecture  
  • How  this  module  is  assessed   Two  individually  produced  reports…   Strategic  analysis  of  advertising  vehicles  in  a  campaign…     Production  of  a  Media  strategy  and  plan  for  a  given  context…     -­‐  mark  out  of  50   -­‐  Submitted  1st  November   -­‐  mark  out  of  50   -­‐  Submitted  9th  December    
  • Response  to  advertising   Consumer  is  exposed  to  the  message  -­‐  via  media   Consumer  has  a  response  that  is  a  communication  effect  -­‐  via   awareness,  attitude,  need  and  intention  (via  creative  +  media)   Consumer  processes  the  message     -­‐  via  words,  pictures,  sound  (creative  content)   Consumer  takes  action  -­‐  via  purchase  or  …   Percy  and  Elliott  (2012)   4  stage  process  
  • Advertising  usually  used  repeatedly…   To  encourage  trial…  target  is  potential  new  users   objectives  and  repetition…   To  encourage  repeat  purchase…  target  is  existing  users   Percy  and  Elliott  (2012)  
  • Other  elements  of  the  marketing  mix…  product,  price,   place,  promotion,  people,  process,  physical  evidence   Other  elements  of  the  marketing  communications  mix…  sales   promotion,  direct  marketing,  public  relations,  packaging      and  point  of  sale,  personal  selling   Advertising  rarely  solely  responsible   for  purchase…  
  • L’Oreal  advert  for  Sublime  Sun…   InStyle  Magazine   Sunday  Times  Style  Magazine   Celebrity  Endorsement   Other  media…   Other  vehicles…   Other  marketing  communications…  
  • Planning  is  necessary…   Part  of  a  strategic  planning  process  and  hierarchy   Marketing  plan  sets  out  how  marketing  can  help   the  company  achieve  those  objectives   Marketing  communications  plan  sets  out  the  how,  why,  when  and   where  of  communicating  to  target  markets   Company  plan  sets  overall  objectives  -­‐  usually  sales  or   market  share  based  and  linked  to  proAit   Advertising  plan  developed  by  marketer  and  advertising  agency   Percy  and  Elliott  (2012)  
  • exposure   communications  effects   target  audience  action   processing   Planning  sequence  versus  the   communications  response  sequence…     target  audience  action   When  planning…   communications  effects   processing   exposure   Percy  and  Elliott  (2012)  
  • Exposure…   Where  can  we  reach  the  target  cost  effectively?   About  media  selection  and  scheduling     (where,  when  and  how  often)   On  a  Leeds  bus…   -­‐  outdoor   -­‐  who  reads  it?   -­‐  when  was  it  scheduled?   -­‐  how  many?   -­‐  any  other  media  used?  
  • processing…   What  creative  approach  might  work  best?   Words,  images,  sounds…  others?     tone   style  
  • Effects…   How  is  the  brand  positioned?   What  effect  on  the  consumer  do  we  want   to  achieve?  
  • Target  Audience…   Who’s  most  likely  to  use  the  brand/products?   Are  there  existing  users  or  potential   users…  or  both?   Not  easy  to  deAine  and  identify   Needs  to  be  detailed   -­‐  demographics   -­‐  psychographics   -­‐  lifestyle  and  behaviour  
  • Advertising  Strategy   Document  called  the  Advertising  Strategy   DeAines  the  objectives  of  the  advertising  campaign   Fletcher  (2010  pp  6  –  7)   Ensures  everyone  involved  knows  the  objectives  
  • Contents…   Campaign’s  objectives   Facts  about  the  brand  to  be  advertised   Message  the  advertising  must  communicate   Tone  in  which  it  must  be  communicated   Media  channels  and  vehicles  likely  to  be  used   Budgets  available  for  production  and  media   Competitors  and  their  marketing  and  advertising   The  target  audience  at  which  the  campaign  will  be  aimed   Timescale  for  production  and  media   Market  research  into  target  market  and  audience  consumers   Any  other  important  details   Fletcher  (2010  pp  6  –  7)  
  • Who  writes  this  document?   One  -­‐The  advertiser  -­‐  marketer,  brand  owner…   marketing  department   marketing  manager,  brand  manager,  advertising  manager   Two  -­‐  The  advertiser’s  advertising  agency…   account  service  department,  account  planning   account  director,  account  manager,  account  planner  
  • Simplistic,  clichéd  conclusions  and  objectives  are  useless   Must  be  much  sharper  and  go  much  deeper   The  strategy  must  be  inspiring  and  exciting  to   those  who  have  to  put  it  into  effect   Sharp,  deep,  inspiring…   Saying  nothing  more  than  that  the  brand  is  better  than  its  competitors produces  advertising  that  is  bland  to  the  point  of  tedium   Fletcher  (2010  pp  6  –  7)  
  • For  next  week’s  seminar   Do  the  reading  in  the  two  books  referenced  in  the  lecture   (also  re-­‐reading  parts  of  Yeshin  could  be  useful)   Go  to  the  module’s  X-­‐Stream  site  and  the  SEMINAR  folder   Study  the  advert  you  Aind   there   Answer  the  questions  on  the  related  worksheet   Bring  your  completed  worksheet  to  the  tutorial  
  • References  and  reading   Fletcher,  W.  (2010)  Advertising:  a  very  short  introduction.  Oxford:  Oxford   University  Press.   Percy,  L.  and  Elliott,  R.  (2012)  Strategic  Advertising  Management.  Oxford,   Oxford  University  Press.   Yeshin,  T.  (2006).  Advertising.  London:  Thomson   Go  to  Library  Online  and  look  for  recent  articles  in  academic  journals  (via   EBSCO  and  Emerald)  and  on  WARC  using  “advertising  strategy”  as  your   search  words.