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Advertising Planning lecture note for MBA
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- 3. Whose job isit? • Normally the brand manager. • In some cases it could be the advertising manager, the marketing manager, the product manager and similar designations
- 4. Role of theBrand Manager
- 5. Strategic Role ofthe Brand Manager
- 6. Role of advertisingwithin the communications mix
- 7. Is it aninvestment or revenue expense ? Conservative accounting principles does not recognise the future positive effects of current advertising expenditure
- 8. Is advertising anexpense or an investment?
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- 10. Factors influencing sales •Govt. policy • Taxes • Promotions • Economic climate • Seasonalities • And so on • Advertising • Price • Distribution • Packaging • Product features • Competition • Consumer tastes
- 11. Impact of Advertising Advertising Newcustomers Immediate sales Change attitude Improve image Future Sales
- 12. You can attaintemporary share of the market with anew product or a smart promotion, but to enjoy a really healthy share of market (in three year’s time) you have to start now, to build a share of mind. - Leo Burnett
- 13. “I am astonishedto find how many manufacturers, on both sides of the Atlantic, still believe that women can be persuaded by logic and argument to buy one brand in preference to another. The greater the similarity between products, the less part reason plays in brand selection” –David Ogilvy
- 14. “Half my advertisingis wasted, but the problem is I don’t know which half” - John Wanamaker
- 15. Demand stimulated byadvertising not only increases sales but the value of the brand in the minds of the consumer Successful advertising helped increase prices by 22% than not so successful advertising
- 16. The average %increase in sales to be expected from 1 % reduction in price is 1.8% The average % increase in sales to be expected by 1 % increase in adspend is 0.2%
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- 18. Advertising Goal -DAGMAR A specific communication task to be accomplished among a defined target audience to a given degree in a given period of time
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- 21. Increasing Turnover • Increasingcustomers • Increasing usage per customer • Reduce time between purchases
- 22. Situation Analysis • Coststructure of industry • Skills of the firm • In – house skills vs those of competitors • Financial resources of the firm • Nature of demand • Extent of demand • Nature of competition • Environmental climate • Stage of PLC
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