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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