Developing Advertising Plan

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This presentation deal with advertising planning strategies, creative elements in advertising, setting advertising budgets etc..

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Developing Advertising Plan

  1. 1. Developing Advertising Plan « «
  2. 2. Presented By Man Mohan Anand amiable.anand@yahoo.com « MBA (Marketing & Operations) | 2009-11 M.S.Ramaiah Management Institute, Bangalore
  3. 3. Advertising Plan
  4. 4. Advertising Plan Strategy Consumer / Market Analysis Situation Analysis Competitive Analysis Role of Advertising, Sales Force Marketing Program Price, Promotion, Public Relation Objectives / Segmentation / Positioning The Advertising Program Message Strategy and Tactics Communications Media Strategy and Tactics Facilitating Agencies Implementation Social and Legal Constraints
  5. 5. Setting Goals & Objectives  Create Brand Awareness  Work on Brand Image, Attitude &  Attracting New Customer from Personality other Brand  Identify Target Segments  Increase Brand Loyalty  Understand People Demand Profile  Reduce Attrition & Price  Plan It, Then Work It Elasticity  Product/service promotion
  6. 6. Creative Elements of an Advertising Campaign «  Copy Writing  Copy Testing  PRE & POST Research  Visualising & Layout  Storyboard  Setting up Advertising Budget
  7. 7. Copywriting  Cash in on your personal experience  Organize your experience  Write from the heart  Learn from the experience of others  Review previous advertisement of the product  Study competitor's ads  Study testimonial form customers  Solve the prospect’s problem
  8. 8.  Pre & Post Testing of Ad’s  It Determines…  Degree of Understanding  Ad’s Effectiveness  Impact of Advertisement  Believability  Identify loop holes  Include Print, TV, Radio, Internet etc.  This Technique is used to shorten Ad’s Copy Testing http://www.esomar.org/index.php/glossary-c.html
  9. 9. Research Methodologies PRE Research Methodology POST Research Methodology
  10. 10. Layouts The layout activity involves bringing all the pieces together before the advertising is sent out for production. Layout involves decisions as to “How the various components of headline, illustration, copy are to be arranged and positioned (Visualizing the creative idea) before the final take Five consideration for developing the layout :  Balance  Contrast  Proportion  Gaze-motion  Unity
  11. 11. Storyboard 1 2 3 4 5 6 7 Storyboards are graphic organizers such as a series of illustrations or images displayed in sequence for the purpose of pre-visualizing a motion picture, animation, motion graphic or interactive media sequence, including website interactivity
  12. 12. Setting of Advertising Budget Stages in Product Life Cycle Market Share Product & Consumer Substitutability Base Advertising Budget Advertising Competition & Frequency Clutter
  13. 13. References for Further Study EBooks:  Marketing Management – Philip Kotler (Chapter 17)  Advertising Management – Rajeev Batra  Advertising & Promotion – An Integrated Marketing Communications Perspective Websites:  http://www.google.co.in  http://tutor2u.net/business/marketing/promotion_advertising.asp  http://www.knowthis.com/principles-of-marketing-tutorials/  http://www.advertisingmadeeasy.com/abc.asp
  14. 14. Any Questions???

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