Decision Making Frame Work

1. ADVERTISING
ADVERTISING DECISION MAKING
FRAMEWORK
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2. PresentedBy
Furqan Idress
1st to present the
slides
Husnain
2nd To present the
slides
Syed Ali Hassan
In last to present the
slides
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3. FURQAN IDRESS
HERE TO PRESENT TO YOU 1ST .
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4. • Decision frameworks refer to principles, processes, and practices to
proceed from information and desires to choices that inform actions and
outcomes.
• Advertising Decision Making Framework is a process through which
customer decide to purchase or not to purchase the product.
• Advertisers can help consumers through the decision-making process.
• Some ads intend to create awareness that a need exists (it was an adman,
not a doctor, who invented the term “halitosis” to describe bad breath!).
ADVERTISING
Advertising Decision Making Framework.
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5. SITUATIONAL
ANALYSIS
• A situational analysis is a collection of methods
used to analyze the internal and external factors in a
business.
• An effective situational analysis includes an
examination of both internal and external factors.
• Situational analysis is a framework for professional
practice and research in educational psychology.
• The framework is designed to provide direction for
psychologists who wish to tailor their fieldwork to
the diverse situations in which they work.
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6. There are several analysis through which we collect factors of our business.
Which are
• Consumer Market Analysis
• PESTEL Analysis
• Competitor Analysis
• SWOT Analysis
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Situational Analysis.
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7. • A customer Market analysis is a critical component of any organizational
strategy.
• Some of the things a customer analysis should do is to:
• Demographics (Identify the target customer)
• Purchasing Power (Understand the specific customer needs)
• Routine Analysis (customer base exists in the region)
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Consumer Market Analysis
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8. • A PESTEL analysis is a framework or tool used by marketers to analyze and
monitor the macro-environmental (external marketing environment) factors
that have an impact on an organization.
PESTEL stands for:
• P – Political
• E – Economic
• S – Social
• T –Technological
• E – Environmental
• L – Legal
ADVERTISING
PESTEL Analysis.
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9. Political Factors:
• These are all about how and to what degree a government intervenes in
the economy.
• This can include government policy, political stability or instability in
overseas markets, foreign trade policy, tax policy, labor law, environmental
law, trade restrictions.
• It is clear from the list above that political factors often have an impact on
organizations and how they do business.
Economic Factors:
• Economic factors have a significant impact on how an organization does
business and also how profitable they are.
• Factors include economic growth, interest rates, exchange rates, inflation,
disposable income of consumers and businesses and so on.
• These factors can be further broken down into macro-economical and
micro-economical factors.
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PESTEL Analysis.
.
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10. HUSNAIN
HERE TO PRESENT TO YOU 2ND
.
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11. Social Factors:
• Social Factors also known as socio-cultural factors, are the areas that
involve the shared belief and attitudes of the population.
• These factors include population growth, age distribution, health
consciousness, career attitudes.
Technological Factors:
• We all know how fast the technological landscape changes and how this
impacts the way we market our products.
Technological factors affect marketing and the management there of in three
distinct ways:
• New ways of producing goods and services
• New ways of distributing goods and services
• New ways of communicating with target markets
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PESTEL Analysis.
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12. Environmental Factors:
• These factors have only really come to the forefront in the last fifteen
years or so.
• They have become important due to the increasing scarcity of raw
materials, pollution targets, doing business as an ethical and sustainable
company, carbon footprint targets set by governments (this is a good
example where one factor could be classed as political and environmental
at the same time).
Legal Factors:
• Legal factors include health and safety, equal opportunities, advertising
standards, consumer rights and laws, product labeling and product safety.
• It is clear that companies need to know what is and what is not legal in
order to trade successfully.
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PESTEL Analysis.
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13. • A competitive analysis is a strategy where you identify
major competitors and research their products, sales, and marketing
strategies.
• A business needs to identify its specific competitors and assess their
potential for taking market share.
• An organization needs to be aware of future initiatives of the competition
(as much as is possible) and examine the competitors’ financial and
marketing performances.
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Competitor Analysis.
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14. • Once external factors have been thoroughly considered, an organization
can look at its own internal resources.
• A SWOT analysis is a method that examines the internal strengths and
weaknesses of an organization as well as external opportunities and
threats (social, political, economic, legal environmental) that would affect
that organization.
• A SWOT analysis is really more of a summary of data from various other
analyses formulated in a way that allows for comparisons.
Strengths:
• Strengths are the areas where the organization has particular skills and
resources that would allow it to pursue goals effectively. For instance,
innovative and collaborative organizational cultures are strengths of Apple
and Google.
Weaknesses:
• Weaknesses are areas where the organization is lacking resources and
would be prevented from pursuing some goals. For example, when
consumers demanded smaller, fuel-efficient cars, many American
manufacturers lacked the designs and equipment to make these cars
ADVERTISING
SWOT Analysis.
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15. Opportunities:
• Opportunities are conditions that are favorable to the organization and
would facilitate its efforts to achieve its goals. Building on the earlier
example, Japanese automakers saw an opportunity in the American
demand for smaller cars to increase their market share.
Threats:
• Threats are conditions that would prevent the organization from achieving
its goals. Many businesses, for instance, are concerned about the threat
posed by China’s competitive growing manufacturing capability.
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SWOT Analysis.
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16. • This framework ensures that you're delivering the right content to the
right audience, through the right channels, at the right time to achieve
your core marketing objectives.
• A marketing framework is a template containing instructions for the
execution of your marketing plan.
We can execute our marketing plan through five different processes:
• Advertising
• Public Relation
• Direct Marketing
• Sales Promotion
• Personal Selling
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Marketing Plan
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17. SYEDALIHASSAN
HERE TO PRESENT TO YOU IN LAST
.
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18. • The purpose of a Communication Plan is to define who needs to be aware
of and informed about the project, how and how often information will be
distributed, and who will be responsible for the distribution.
• The plan formally defines who should be given specific information, when
that information should be delivered and what communication channels
will be used to deliver the information.
The simplest model of communication is SMCR.
• S – Sender
• M – Message
• C – Channel
• R - Receiver
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Communication Plan
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19. • The purpose of an advertising plan is to let the public know that their
product exists.
• When creating an advertising plan, you must know who your target
audience is, what resources will be used to promote your product, and
when the best time is to advertise the product.
• For example, which season best fits your product: winter, spring, summer,
or fall?
There are two types of advertising plans.
• Direct
• Indirect
There is one model to analysis a advertising plan.
• STP Analysis
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Advertising Plan
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20. • The STP Model consists of three steps that help you analyze your offering
and the way you communicate its benefits and value to specific groups.
STP stands for:
• S - Segmentation
• T – Targeting
• P - Positioning
• Step 1: Segment your market.
• Step 2: Target your best customers.
• Step 3: Position your offering.
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STP Analysis:
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21. Step 1: Segment Your Market:
There are many different ways to segment your target markets. For example,
you can use the following approaches:
• Demographic – By personal attributes such as age, marital status, gender,
ethnicity, sexuality, education, or occupation.
• Geographic – By country, region, state, city, or neighborhood.
• Psychographic – By personality, risk aversion, values, or lifestyle.
• Behavioral – By how people use the product, how loyal they are, or the
benefits that they are looking for.
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STEPS STP Analysis:
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22. Step 2: Target your best customers:
• In this step you decide which segments to target by finding the most
attractive ones.
There are three targeted audience to consider here.
• Lower class
• Middle class
• Upper class
• It can take a lot of effort to target a segment effectively.Choose only one
segment to focus on at any one time.
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STP Analysis:
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23. Step 3: Position Your Offering:
• In this last step, your goal is to identify how you want to position your
product to target the most valuable customer segments.
• Then, you can select the marketing mix that will be most effective for
each of them.
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STP Analysis:
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24. • Implementation is the process of executing a plan or policy so that a
concept becomes a reality.
• To implement a plan properly, managers should communicate
clear goals and expectations, and supply employees with the resources
needed to help the company achieve its goals.
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Implementation:
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