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

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