Adv 435 ch 11 plans book

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Adv 435 ch 11 plans book

  1. 1. Writing the Plans Book<br />ADVERTISING CAMPAIGNS<br />
  2. 2. TABLE OF CONTENTS<br />EXECUTIVE SUMMARY<br />SITUATION ANALYSIS<br />PROBLEMS AND OPPORTUNITIES<br />TARGET MARKET<br />OBJECTIVES<br />BUDGET<br />STRATEGIES<br />EVALUATION<br />APPENDIX<br />
  3. 3. EXECUTIVE SUMMARY<br />OVERVIEW<br /><ul><li>WHAT IS THE ASSIGNMENT
  4. 4. WHAT IS THE LENGTH
  5. 5. WHAT IS THE BUDGET</li></ul>KEEP SHORT AND GENERAL<br />
  6. 6. SITUATION ANALYSIS<br /> FIVE SUBPARTS:<br />COMPANY<br />CONSUMER<br />MARKET<br />PRODUCT<br />COMPETITION<br />AVOID REDUNANCY<br />
  7. 7. COMPANY ANALYSIS<br />NOT EVERYTHING YOU KNOW<br />SHOWS CLIENT YOU ARE ON SAME PAGE<br />COMPARE TO OTHER COMPANIES<br />
  8. 8. COMPANY ANALYSIS<br />Key points to cover:<br /><ul><li>Company culture and mission
  9. 9. History of problem at hand
  10. 10. Opportunities
  11. 11. Industry trends
  12. 12. Miscellaneous trends
  13. 13. Economic
  14. 14. Social</li></li></ul><li>COMPANY CULTURE<br />May excerpt parts of Mission Statement<br />Draw references to agency experience<br />Keep short<br />
  15. 15. COMPANY PROBLEMS<br />Focus on Sales and Profits<br />Show five year trends<br />Establishes you know what’s going on and can help<br />
  16. 16. INDUSTRY TRENDS<br />Compare company’s situation to industry as a whole<br />Save competitive data for later<br />Creates perspective for what follows<br />
  17. 17. MISCELLANEOUS TRENDS<br />Use charts and graphs to discuss:<br />Technology<br />Social<br />Environmental<br />Economic<br />Lifestyles <br />
  18. 18. OPPORTUNITIES<br />Paint a rosy but NOT unrealistic picture about where the brand can go<br />Tease what is to follow<br />
  19. 19. CONSUMER ANALYSIS<br />KEY HERE IS INSIGHT, NOT DETERMINING TARGET<br />THIS WILL BE BASIS FOR TARGET<br />
  20. 20. CONSUMER ANALYSIS<br />Who are the customers?<br />What motivates them to buy?<br />What do they seek in a product?<br />How do they look at life?<br />
  21. 21. CONSUMER ANALYSIS<br />Use MRI and Simmons<br />Show charts and graphs<br />Explain index numbers<br />Focus on Product Usage columns<br />
  22. 22. CONSUMER ANALYSIS<br />MOTIVATIONS<br /> USE PRIMARY RESEARCH<br /> USE FOCUS GROUPS JUDICIOUSLY<br />
  23. 23. CONSUMER ANALYSIS<br />CONSUMER NEEDS, WANTS, PROBLEMS AND INTERESTS<br />DISCUSS RELATIVE TO IMPORTANCE<br />BE INTUITIVE AND GIVE OPINIONS<br />
  24. 24. CONSUMER ANALYSIS<br />CONSUMER VALUES AND LIFESTYLES<br /><ul><li>GOOD PLACE FOR CHARTS
  25. 25. TINIEST OR UNUSUAL DETAILS COULD BE VERY IMPORTANT</li></li></ul><li>MARKET ANALYSIS<br />EXTENDS CONSUMER ANALYSIS<br /><ul><li>WHERE ARE CUSTOMERS (INDEX)
  26. 26. BDI AND CDI</li></li></ul><li>PRODUCT/SERVICE ANALYSIS<br />NOT A DESCRIPTION OF PRODUCT OR SERVICE<br />FOCUS ON HOW CONSUMERS RATE, EVALUATE AND PERCEIVE.<br />CONSUMER WANTSPRODUCT<br /><ul><li>EASE OF USE YES
  27. 27. TASTES GOOD NO</li></li></ul><li>PRODUCT/SERVICE ANALYSIS<br />SUMMARIZE FINDINGS<br />EMPHASIZE ESSENCE OF WHAT BRAND IS BASED UPON QUALITATIVE AND QUANTITATIVE DATA<br />HOW CAN YOU ADD VALUE TO BRAND<br />
  28. 28. COMPETITIVE ANALYSIS<br />EXTEND CONSUMER WANTS AND NEEDS ANALYSIS TO COMPETITION<br />CONSIDE DIRECT AND INDIRECT COMPETITION<br />DIRECT = OTHER BRANDS<br />INDIRECT = OTHER CATEGORIES<br />SUPERMARKETS VS RESTAURANTS<br />
  29. 29. PROBLEMS AND OPPORTUNITIES<br />DRAWN FROM SITUATION ANALYSIS<br />SUMMARIZE EACH AREA OF ANALYSIS AND STATE PROBLEM<br />AVOID STATING SOLUTION<br />
  30. 30. PROBLEMS AND OPPORTUNITIES<br />COMPANY ANALYSIS<br />PROBLEM<br />CONSUMER ANALYSIS<br />PROBLEM<br />
  31. 31. PROBLEMS AND OPPORTUNITIES<br />COMPANY ANALYSIS (DIFFERENT)<br />OPPORTUNITY<br />CONSUMER ANALYSIS<br />OPPORTUNITY<br />
  32. 32. PROBLEMS AND OPPORTUNITIES<br />OPPROTUNITIES TARNSLATE INTO SALES POTENTIAL<br />FOCUS ON:<br />NEW USERS<br />MORE USAGE FROM CURRENT <br />NEW USES FOR PRODUCT<br />
  33. 33. PROBLEMS AND OPPORTUNITIES<br />KEEP RELEVANT TO MARKETING COMMUNICATIONS<br />CAN’T SOLVE DISTRIBUTION, CUSTOMER SERVICE OR RETAIL LOCATION PROBLEMS<br />
  34. 34. TARGET MARKET PROFILE<br />SETS UP ADVERTISING OBJECTIVES<br />CREATES FOCUS<br />NOT ALWAYS HEAVIEST USERS BUT LIKELY SOURCE OF GREATEST GROWTH<br />HEAVY USERS DO UNDERSTAND BRAND BEST AND PROVIDE INSIGHT<br />
  35. 35. TARGET MARKET PROFILE<br />TYPICAL TARGET PROFILE<br /> HEAVY USERS (X% USERS AND X% TOTAL CONSUMPTION)<br /> FEMALE HOMEMAKERS<br /> AGES 25 TO 49, HIGH SCHOOL EDUCATION<br /> BLUE COLLAR OCCUPATION<br /> HH INCOME $24-40,000, FAMILY SIZE 3+<br /> RESIDE IN B & C COUNTIES, EAST & MIDWEST REGIONS<br />
  36. 36. TARGET MARKET PROFILE<br />AVOID NARRATIVE OF TARGET IN PLAN BOOK<br />MAY HAVE MULTIPLE LARGE PRIMARY TARGETS AND SEVERAL SMALLER ONES COMBINED<br />CONSDIER SECONDARY TARGET<br />TRADE OR CONSUMER<br />
  37. 37. MARKETING OBJECTIVES<br />FOR LARGER CLIENTS:<br />RESTATE MARKETING OBJECTIVES TO TIE THEM TO WHAT FOLLOWS<br />FOR SMALLER CLIENTS:<br />CREATE OBJECTIVES BASED ON:<br />SALES<br />SHARE OF MARKET<br />
  38. 38. BUDGET<br />SHOW HERE RELATIVE TO MARKETING OBJECTIVES, OR<br />NEAR END, AFTER EVALUATION<br />THIS SPOT CAN SHOW DERIVATION OF BUDGET<br />
  39. 39. STRATEGIES<br />OVERVIEW OF COMPONENTS:<br />ADVERTISING<br />SALES PROMOTION<br />PR<br />DIRECT MARKETING<br />INCLUDE A RATIONALE FOR EACH<br />
  40. 40. STRATEGIES<br />ADVERTISING <br />CREATIVE<br />MEDIA<br />
  41. 41. CREATIVE STRATEGY<br />THE CREATIVE BRIEF<br />….IN LONGER FORM<br />
  42. 42. CREATIVE STRATEGY<br /><ul><li> RESTATE TARGET AUDIENCE
  43. 43. OBJECTIVES:
  44. 44. AWARENESS
  45. 45. COMPREHENSION
  46. 46. ATTITUDE
  47. 47. IMAGE
  48. 48. USE ACTION WORDS LIKE:
  49. 49. ESTABLISH
  50. 50. CONVINCE
  51. 51. EDUCATE
  52. 52. PERSUADE</li></li></ul><li>CREATIVE STRATEGY<br /><ul><li>USE SUBHEADS & RATIONALE:
  53. 53. POSITIONING
  54. 54. BIG IDEA
  55. 55. TONE
  56. 56. THEME
  57. 57. SLOGAN/TAGLINE</li></li></ul><li>CREATIVE STRATEGY<br />TACTICS<br /><ul><li>STORYBOARDS
  58. 58. SCRIPTS
  59. 59. LAYOUTS</li></li></ul><li>MEDIA STRATEGY<br /><ul><li>INTRO TO RELATE TO SITUATION ANALYSIS
  60. 60. OBJECTIVES (REACH/FREQUENCY)
  61. 61. STRATEGY
  62. 62. TARGET AUDIENCE
  63. 63. MEDIA (TV, RADIO, PRINT)
  64. 64. MIX (% OF ABOVE WITH RATIONALE)
  65. 65. TIMING (CALENDAR)
  66. 66. TACTICS (NETWORKS, STATIONS, MAGS, NEWSPAPERS, SEARCH
  67. 67. MEDIA BUDGET</li></li></ul><li>FLOW CHART<br />
  68. 68. EVALUATION<br />OPTIONS FOR JUDGING RESULTS<br />CLIENT MAY USE ALREADY<br />AGENCY CAN SUGGEST<br />
  69. 69. TOTAL BUDGET<br />INCLUDE ALL ELEMENTS<br />SHOW AS CHART AND SPREADSHEET<br />CAN INCLUDE AS APPENDIX<br />
  70. 70. REMEMBER<br />START WITH OUTLINE<br />DEVELOP TABLES AND GRAPHS NEXT<br />BE CONCISE AND FACTUAL<br />USE RESEARCH AS RATIONALE<br />OBJECTIVES = SPECIFIC, MEASUREABLE & WITHIN TIMEFRAME<br />

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