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Advertizing Planning & Strategy.pptx

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Department of Management Studies
Sanketika Vidya Parishad Engineering College
Visakhapatnam
1
Advertizing Planning and
Strategy
 Learn about major components of the advertising
plan.
 Understand the importance of setting objectives.
 Discuss the success factors of introductory
advertising and the relationship between
advertising and sales.
 Discuss various budgeting methods used in
advertising.
2
Learning Objectives
3
1. Where are we? 2.Why are we there?
3.Where could we be?
4. How could we get there?
5. Are we getting
there?
The Advertising Planning Cycle
4
Situation
Analysis
Marketing
Program
Advertising
Plan
Implementation
The
Communication/
Persuasion
Process
Consumer/Market Analysis
Competitive Analysis
Role of Advertising, Sales
Force, Price, Promotion, Public
Relations
Objectives/Segmentation/Positioning
Message Strategy and Tactics
Media Strategy and Tactics
‘Facilitating’Agencies
Social and Legal Constraints
Figure 1: Framework for Advertizing Planning and Decision Making
Advertising Planning and Decision Making
5
An Advertising Plan Matches the Right Audience
to the Right Message and Presents it in the
Right Medium to Reach that Audience & has
Three Elements.
Advertising Planning
Targeting the Audience: Whom are you trying to reach?
Message Strategy: What do you say to them?
Media Strategy: When & where will you reach them?
 A typical communication process model
 A model of persuasion process
 Ad exposure
 Different functions of advertising messages
 Brand attitude
 Purchase behavior
6
Understanding Communication Process
Ad

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Advertizing Planning & Strategy.pptx

  • 1. Department of Management Studies Sanketika Vidya Parishad Engineering College Visakhapatnam 1 Advertizing Planning and Strategy
  • 2.  Learn about major components of the advertising plan.  Understand the importance of setting objectives.  Discuss the success factors of introductory advertising and the relationship between advertising and sales.  Discuss various budgeting methods used in advertising. 2 Learning Objectives
  • 3. 3 1. Where are we? 2.Why are we there? 3.Where could we be? 4. How could we get there? 5. Are we getting there? The Advertising Planning Cycle
  • 4. 4 Situation Analysis Marketing Program Advertising Plan Implementation The Communication/ Persuasion Process Consumer/Market Analysis Competitive Analysis Role of Advertising, Sales Force, Price, Promotion, Public Relations Objectives/Segmentation/Positioning Message Strategy and Tactics Media Strategy and Tactics ‘Facilitating’Agencies Social and Legal Constraints Figure 1: Framework for Advertizing Planning and Decision Making Advertising Planning and Decision Making
  • 5. 5 An Advertising Plan Matches the Right Audience to the Right Message and Presents it in the Right Medium to Reach that Audience & has Three Elements. Advertising Planning Targeting the Audience: Whom are you trying to reach? Message Strategy: What do you say to them? Media Strategy: When & where will you reach them?
  • 6.  A typical communication process model  A model of persuasion process  Ad exposure  Different functions of advertising messages  Brand attitude  Purchase behavior 6 Understanding Communication Process
  • 7.  Advertising objectives and target market selection  Creative plan: Message strategy and tactics  Media plan: media strategy and tactics  Evaluation (research)  IMC Approach: Identify roles of various components of IMC and repeat the process. 7 Developing an Advertizing Plan
  • 8. I. Introduction - Executive Summary or Overview II. Situation Analysis - Advertising Problems - Advertising Opportunities III. Key Strategy Decisions - Advertising Objectives - Target Audience - Competitive Product Advantage - Product Image and Personality - Product Position 8 Typical Advertizing or Campaign Plan: Outline
  • 9. IV. The Creative Plan V. The Media Plan VI. The Communication Plan - Sales promotion - Public relations - Direct marketing - Personal selling - Sponsorships, merchandising, packaging, etc. VII. Implementation and Evaluation VIII. Evaluation IX. Budget 9 Typical Advertizing or Campaign Plan: Outline
  • 10. 1. Opportunity Analysis To spot and capitalize on favorable demand trends 2. Competitive Analysis To achieve and maintain a Competitive Advantage 3. Target Market Selection 4. Marketing plan (4Ps) 10 Situation Analysis
  • 11. 1. Creative Platform is a document that outlines the message strategy decisions for an individual ad. Creative Platform combines the basic advertising decisions – problems, objectives, and target markets – with the critical elements of the sales message strategy – main idea and details about how the idea will be executed. 11 Creative Platform & Message Strategy
  • 12. 12 Product Benefit Promises Reason Why USP Support Advertisements that focus on the product itself by looking at attributes. Product is promoted on the basis of what it can do for customers. Promises that something will happen if you use the advertised product. Based on logic and reasoning and clearly states a reason for the benefit gained. A benefit statement that is both unique to the product and important to the user. Lends credibility to the selling premise. Selling Premises
  • 13. The 6M Approach  Merchandise: Important benefits to sell  Markets: Who to reach  Motives: Why people buy or fail to buy  Media: How to reach  Measurements: How to evaluate (time and change)  Messages: Key ideas to convey to move 13 Defining Advertising Goals for Measured Advertising Results (1962, 1995, S Dutka)
  • 14. Why set objectives? - Planning and decision making - Communication - Measurement and evaluation Sales objectives Communication objectives 14 Setting Objectives
  • 15. Specific Measurable & Concrete Realistic & Challenging Establish Benchmarks Time-bound 15 Good Objectives: Characteristics
  • 16. Product: Backstage Shampoo Time period: 6 months Objective 1: Create awareness among 90 percent of target audience. - Using repetitive advertizing in newspapers, magazines, TV and radio programs. Simple message. Objective 2: Create interest in the brand among 70 percent of target audience. - Communicate information about the features and benefits of the brand-I.e., that it contains no soap and improves the texture of the hair 16 Setting Objectives using Communications Effects Pyramid
  • 17. Objective 3: Create positive feelings about the brand among 40 percent and preference among 25 percent of the target audience. - Create favorable attitudes by conveying information, promotions, sampling, etc. Objective 4: Obtain trial among 20 percent of the target audience. - Use sampling and cents-off coupons along with advertising and promotions Objective 5: Develop and maintain regular use of Backstage Shampoo among 5 percent of the target audience. - Use continued reinforcement advertising, fewer coupons and promotions 17 Setting Objectives using Communications Effects Pyramid
  • 18. 1.Communicating that something is different about the product. - Successful introductory commercials communicated some point of difference for the new product 2.Positioning the brand difference in relation to the product category. - Successful commercials positioned their brand’s difference within a specific product category. For example, a new breakfast product was positioned as the ‘Crispiest cereal’ or a new beverage as the ‘smoothest soft drink’. 18 Factors Related to Success of Advertizing for New Products
  • 19. 3.Communicating that the product difference is beneficial to consumers. - Nearly all of the successful commercials linked a benefit directly to the new product’s difference. 4.Supporting the idea that something about the product is different and/or beneficial to consumers. - All the successful commercials communicated support for the product’s difference claim or its relevance to consumers. Support took the form of demonstrations of performance, information supporting a uniqueness claim, endorsements, or testimonials. 19 Factors Related to Success of Advertizing for New Products
  • 20.  New customers from other brands  New customers from other categories  Increasing Share of Requirements (SOR)  Increasing brand loyalty and reducing attrition and price elasticity  Increasing usage 20 Several Ways to Increase Sales - What Marketing Communication can do to help?
  • 22.  In consumer goods marketing, increases in market share are closely related to increases in the marketing budget.  There are minimum levels below which advertising expenditures have no effect on sales.  Sales normally increase with additional advertising. At some point, however, the rate of return declines.  There will be some sales even with no advertising.  Sales response to advertising may build over time, but the durability of advertising is brief, so a consistent investment is important.  Culture and competition impose saturation limits above which no amount or advertising can increase sales. 22 Relationship of Advertizing to Sales & Profits
  • 23. Objectives-and-tasks method Percentage-of-sales method Competitive parity method All-you-can-afford Arbitrary allocation Quantitative or experimental model 23 Advertising Budgeting Methods
  • 24. Learn about major components of the advertising plan. Understand the importance of setting objectives. Discuss the success factors of introductory advertising and the relationship between advertising and sales. Discuss various budgeting methods used in advertising. 24 Review