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Adv 435 ch 11 plans book
Adv 435 ch 11 plans book
Adv 435 ch 11 plans book
Adv 435 ch 11 plans book
Adv 435 ch 11 plans book
Adv 435 ch 11 plans book
Adv 435 ch 11 plans book
Adv 435 ch 11 plans book
Adv 435 ch 11 plans book
Adv 435 ch 11 plans book
Adv 435 ch 11 plans book
Adv 435 ch 11 plans book
Adv 435 ch 11 plans book
Adv 435 ch 11 plans book
Adv 435 ch 11 plans book
Adv 435 ch 11 plans book
Adv 435 ch 11 plans book
Adv 435 ch 11 plans book
Adv 435 ch 11 plans book
Adv 435 ch 11 plans book
Adv 435 ch 11 plans book
Adv 435 ch 11 plans book
Adv 435 ch 11 plans book
Adv 435 ch 11 plans book
Adv 435 ch 11 plans book
Adv 435 ch 11 plans book
Adv 435 ch 11 plans book
Adv 435 ch 11 plans book
Adv 435 ch 11 plans book
Adv 435 ch 11 plans book
Adv 435 ch 11 plans book
Adv 435 ch 11 plans book
Adv 435 ch 11 plans book
Adv 435 ch 11 plans book
Adv 435 ch 11 plans book
Adv 435 ch 11 plans book
Adv 435 ch 11 plans book
Adv 435 ch 11 plans book
Adv 435 ch 11 plans book
Adv 435 ch 11 plans book
Adv 435 ch 11 plans book
Adv 435 ch 11 plans book
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Adv 435 ch 11 plans book

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  • 1. Writing the Plans Book<br />ADVERTISING CAMPAIGNS<br />
  • 2. TABLE OF CONTENTS<br />EXECUTIVE SUMMARY<br />SITUATION ANALYSIS<br />PROBLEMS AND OPPORTUNITIES<br />TARGET MARKET<br />OBJECTIVES<br />BUDGET<br />STRATEGIES<br />EVALUATION<br />APPENDIX<br />
  • 3. EXECUTIVE SUMMARY<br />OVERVIEW<br /><ul><li>WHAT IS THE ASSIGNMENT
  • 4. WHAT IS THE LENGTH
  • 5. WHAT IS THE BUDGET</li></ul>KEEP SHORT AND GENERAL<br />
  • 6. SITUATION ANALYSIS<br /> FIVE SUBPARTS:<br />COMPANY<br />CONSUMER<br />MARKET<br />PRODUCT<br />COMPETITION<br />AVOID REDUNANCY<br />
  • 7. COMPANY ANALYSIS<br />NOT EVERYTHING YOU KNOW<br />SHOWS CLIENT YOU ARE ON SAME PAGE<br />COMPARE TO OTHER COMPANIES<br />
  • 8. COMPANY ANALYSIS<br />Key points to cover:<br /><ul><li>Company culture and mission
  • 9. History of problem at hand
  • 10. Opportunities
  • 11. Industry trends
  • 12. Miscellaneous trends
  • 13. Economic
  • 14. Social</li></li></ul><li>COMPANY CULTURE<br />May excerpt parts of Mission Statement<br />Draw references to agency experience<br />Keep short<br />
  • 15. COMPANY PROBLEMS<br />Focus on Sales and Profits<br />Show five year trends<br />Establishes you know what’s going on and can help<br />
  • 16. INDUSTRY TRENDS<br />Compare company’s situation to industry as a whole<br />Save competitive data for later<br />Creates perspective for what follows<br />
  • 17. MISCELLANEOUS TRENDS<br />Use charts and graphs to discuss:<br />Technology<br />Social<br />Environmental<br />Economic<br />Lifestyles <br />
  • 18. OPPORTUNITIES<br />Paint a rosy but NOT unrealistic picture about where the brand can go<br />Tease what is to follow<br />
  • 19. CONSUMER ANALYSIS<br />KEY HERE IS INSIGHT, NOT DETERMINING TARGET<br />THIS WILL BE BASIS FOR TARGET<br />
  • 20. CONSUMER ANALYSIS<br />Who are the customers?<br />What motivates them to buy?<br />What do they seek in a product?<br />How do they look at life?<br />
  • 21. CONSUMER ANALYSIS<br />Use MRI and Simmons<br />Show charts and graphs<br />Explain index numbers<br />Focus on Product Usage columns<br />
  • 22. CONSUMER ANALYSIS<br />MOTIVATIONS<br /> USE PRIMARY RESEARCH<br /> USE FOCUS GROUPS JUDICIOUSLY<br />
  • 23. CONSUMER ANALYSIS<br />CONSUMER NEEDS, WANTS, PROBLEMS AND INTERESTS<br />DISCUSS RELATIVE TO IMPORTANCE<br />BE INTUITIVE AND GIVE OPINIONS<br />
  • 24. CONSUMER ANALYSIS<br />CONSUMER VALUES AND LIFESTYLES<br /><ul><li>GOOD PLACE FOR CHARTS
  • 25. TINIEST OR UNUSUAL DETAILS COULD BE VERY IMPORTANT</li></li></ul><li>MARKET ANALYSIS<br />EXTENDS CONSUMER ANALYSIS<br /><ul><li>WHERE ARE CUSTOMERS (INDEX)
  • 26. BDI AND CDI</li></li></ul><li>PRODUCT/SERVICE ANALYSIS<br />NOT A DESCRIPTION OF PRODUCT OR SERVICE<br />FOCUS ON HOW CONSUMERS RATE, EVALUATE AND PERCEIVE.<br />CONSUMER WANTSPRODUCT<br /><ul><li>EASE OF USE YES
  • 27. TASTES GOOD NO</li></li></ul><li>PRODUCT/SERVICE ANALYSIS<br />SUMMARIZE FINDINGS<br />EMPHASIZE ESSENCE OF WHAT BRAND IS BASED UPON QUALITATIVE AND QUANTITATIVE DATA<br />HOW CAN YOU ADD VALUE TO BRAND<br />
  • 28. COMPETITIVE ANALYSIS<br />EXTEND CONSUMER WANTS AND NEEDS ANALYSIS TO COMPETITION<br />CONSIDE DIRECT AND INDIRECT COMPETITION<br />DIRECT = OTHER BRANDS<br />INDIRECT = OTHER CATEGORIES<br />SUPERMARKETS VS RESTAURANTS<br />
  • 29. PROBLEMS AND OPPORTUNITIES<br />DRAWN FROM SITUATION ANALYSIS<br />SUMMARIZE EACH AREA OF ANALYSIS AND STATE PROBLEM<br />AVOID STATING SOLUTION<br />
  • 30. PROBLEMS AND OPPORTUNITIES<br />COMPANY ANALYSIS<br />PROBLEM<br />CONSUMER ANALYSIS<br />PROBLEM<br />
  • 31. PROBLEMS AND OPPORTUNITIES<br />COMPANY ANALYSIS (DIFFERENT)<br />OPPORTUNITY<br />CONSUMER ANALYSIS<br />OPPORTUNITY<br />
  • 32. PROBLEMS AND OPPORTUNITIES<br />OPPROTUNITIES TARNSLATE INTO SALES POTENTIAL<br />FOCUS ON:<br />NEW USERS<br />MORE USAGE FROM CURRENT <br />NEW USES FOR PRODUCT<br />
  • 33. PROBLEMS AND OPPORTUNITIES<br />KEEP RELEVANT TO MARKETING COMMUNICATIONS<br />CAN’T SOLVE DISTRIBUTION, CUSTOMER SERVICE OR RETAIL LOCATION PROBLEMS<br />
  • 34. TARGET MARKET PROFILE<br />SETS UP ADVERTISING OBJECTIVES<br />CREATES FOCUS<br />NOT ALWAYS HEAVIEST USERS BUT LIKELY SOURCE OF GREATEST GROWTH<br />HEAVY USERS DO UNDERSTAND BRAND BEST AND PROVIDE INSIGHT<br />
  • 35. TARGET MARKET PROFILE<br />TYPICAL TARGET PROFILE<br /> HEAVY USERS (X% USERS AND X% TOTAL CONSUMPTION)<br /> FEMALE HOMEMAKERS<br /> AGES 25 TO 49, HIGH SCHOOL EDUCATION<br /> BLUE COLLAR OCCUPATION<br /> HH INCOME $24-40,000, FAMILY SIZE 3+<br /> RESIDE IN B &amp; C COUNTIES, EAST &amp; MIDWEST REGIONS<br />
  • 36. TARGET MARKET PROFILE<br />AVOID NARRATIVE OF TARGET IN PLAN BOOK<br />MAY HAVE MULTIPLE LARGE PRIMARY TARGETS AND SEVERAL SMALLER ONES COMBINED<br />CONSDIER SECONDARY TARGET<br />TRADE OR CONSUMER<br />
  • 37. MARKETING OBJECTIVES<br />FOR LARGER CLIENTS:<br />RESTATE MARKETING OBJECTIVES TO TIE THEM TO WHAT FOLLOWS<br />FOR SMALLER CLIENTS:<br />CREATE OBJECTIVES BASED ON:<br />SALES<br />SHARE OF MARKET<br />
  • 38. BUDGET<br />SHOW HERE RELATIVE TO MARKETING OBJECTIVES, OR<br />NEAR END, AFTER EVALUATION<br />THIS SPOT CAN SHOW DERIVATION OF BUDGET<br />
  • 39. STRATEGIES<br />OVERVIEW OF COMPONENTS:<br />ADVERTISING<br />SALES PROMOTION<br />PR<br />DIRECT MARKETING<br />INCLUDE A RATIONALE FOR EACH<br />
  • 40. STRATEGIES<br />ADVERTISING <br />CREATIVE<br />MEDIA<br />
  • 41. CREATIVE STRATEGY<br />THE CREATIVE BRIEF<br />….IN LONGER FORM<br />
  • 42. CREATIVE STRATEGY<br /><ul><li> RESTATE TARGET AUDIENCE
  • 43. OBJECTIVES:
  • 44. AWARENESS
  • 45. COMPREHENSION
  • 46. ATTITUDE
  • 47. IMAGE
  • 48. USE ACTION WORDS LIKE:
  • 49. ESTABLISH
  • 50. CONVINCE
  • 51. EDUCATE
  • 52. PERSUADE</li></li></ul><li>CREATIVE STRATEGY<br /><ul><li>USE SUBHEADS &amp; RATIONALE:
  • 53. POSITIONING
  • 54. BIG IDEA
  • 55. TONE
  • 56. THEME
  • 57. SLOGAN/TAGLINE</li></li></ul><li>CREATIVE STRATEGY<br />TACTICS<br /><ul><li>STORYBOARDS
  • 58. SCRIPTS
  • 59. LAYOUTS</li></li></ul><li>MEDIA STRATEGY<br /><ul><li>INTRO TO RELATE TO SITUATION ANALYSIS
  • 60. OBJECTIVES (REACH/FREQUENCY)
  • 61. STRATEGY
  • 62. TARGET AUDIENCE
  • 63. MEDIA (TV, RADIO, PRINT)
  • 64. MIX (% OF ABOVE WITH RATIONALE)
  • 65. TIMING (CALENDAR)
  • 66. TACTICS (NETWORKS, STATIONS, MAGS, NEWSPAPERS, SEARCH
  • 67. MEDIA BUDGET</li></li></ul><li>FLOW CHART<br />
  • 68. EVALUATION<br />OPTIONS FOR JUDGING RESULTS<br />CLIENT MAY USE ALREADY<br />AGENCY CAN SUGGEST<br />
  • 69. TOTAL BUDGET<br />INCLUDE ALL ELEMENTS<br />SHOW AS CHART AND SPREADSHEET<br />CAN INCLUDE AS APPENDIX<br />
  • 70. REMEMBER<br />START WITH OUTLINE<br />DEVELOP TABLES AND GRAPHS NEXT<br />BE CONCISE AND FACTUAL<br />USE RESEARCH AS RATIONALE<br />OBJECTIVES = SPECIFIC, MEASUREABLE &amp; WITHIN TIMEFRAME<br />

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