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Chapter 8Chapter 8

MarketingMarketingThe Planning ProcessThe Planning Process


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IntroductionIntroduction:s Key Concepts

q The Single Biggest Thing

q

The Campaign Conceptq The Language of Marketing

q Planning & Strategy

s How Advertising Workss The Planning Process

s Questions & Discussion

s Key Concepts

q The Single Biggest Thing

q

The Campaign Conceptq The Language of Marketing

q Planning & Strategy

s How Advertising Workss The Planning Process

s Questions & Discussion


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Key ConceptsKey Concepts

s The Single Biggest Thing

s Campaigns

s Objectives & Strategies

s Advertising & Marketing


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Key ConceptsThe Single Biggest Thing:

s Advertising dollars have greatelasticityq Planning and implementing the Right Advertising

is usually critical for success in the marketplace

q The Wrong Advertising is usually worthless

s Advertising can be The Single Biggest Thingq It can probably impact sales more than any other

element of the marketing mix.s And it is the most fun!

s Advertising dollars have greatelasticityq Planning and implementing the Rig

ht Advertisingis usually critical for success in the marketplace

q The Wrong Advertising is usually worthless

s Advertising can be The Single Biggest Thingq It can probably impact sales more than any other

element of the marketing mix.s And it is the most fun!


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Key ConceptsThe Single Biggest Things Advertising is just a part ofThe Five Ps

s All of IMC is important

s However...

s Advertising dollars are...qOften, the biggest item in the marketing budget

q The most visible part of marketing spending

q The most controllable marketing activity

s Advertising is oftenthe tail that wags the marketing dog

s Advertising is

just a part ofThe Five Ps

s All of IMC is important

s However...

s Advertising dollars are...qOften, the biggest item in the marketing budget

q The most visible part of marketing spending

q The most controllable marketing activity

s Advertising is oftenthe tail that wags the marketing dog


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Key ConceptsCampaigns:

s Origin of term

s Military Campaigns

s Political Campaigns

s Advertising Campaigns

s Origin of term

s Military Campaigns

s Political Campaigns

s Advertising Campaigns


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s Origin of terms Origin of term

q Fr. campagne, It. campagna - open country

suited to military maneuversq Campaign - a series of military operations with

a particular objective in a war

q Campaign - a series of organized planned

actions with a particular purpose, as for electing

a candidate.


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s Military Campaignss Military Campaigns

Victory is my objective.War is my strategy.

WinstonChurchill

Victory is my objective.War is my strategy.

WinstonChurchill


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s Military Campaignss Military Campaigns

q a series of military operations with a particular

objective in a warq Advertising and marketing use both the language

and the military mindset

q Example: a very popular marketing book

q a series of military operations with a particular

objective in a warq Advertising and marketing use both the language

and the military mindset

q Example: a very popular marketing book

QuickTime and aTIFF (Uncompressed) decompressor

are needed to see this picture.


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s Political Campaignss Political Campaigns

xEach geographic or statewide campaign may haveobjec-tives and strategies contrib-uting to the overallcampaign.

xEach geographic or statewide campaign may haveobjec-tives and strategies contrib-uting to the overallcampaign.

olitics, as in war, you have to pick your battles. National political

paigns focus on key states and voter groups.

olitics, as in war, you have to pick your battles. National political

paigns focus on key states and voter groups.

xThe final objective is anElectoral College majority.

xThe final objective is anElectoral College majority.


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s Advertising Campaignss Advertising Campaigns

Advertisingis a team sport!Advertising

is a team sport!


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s Advertising Campaignss Advertising Campaigns

q

Structured andsequentialactivities

qAn imaginative re-integration of

new and existing factors

q Shared objectivesand strategies

q

Structured andsequentialactivities

qAn imaginative re-integration of

new and existing factors

q Shared objectivesand strategies

qA team effortqA team effort


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Key Conceptss Next, well show you four billboard adsdone years ago for a telecom company inKansas City - Birch Telecom

s It was a successful advertising campaign

s Then, well discuss some of the basiccommon elements needed in an

advertising campaigns Here they are...

Advertising Campaign:


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Key ConceptsAdvertising Campaign:


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s What were the common elements?

1. ____________________________

2. ____________________________3. ____________________________

4. ____________________________

5. ____________________________6. ____________________________

s What were the common elements?

1. ____________________________

2. ____________________________3. ____________________________

4. ____________________________

5. ____________________________6. ____________________________


graphic look

strategic messagebenefit statement

brand personality

executional elements - the doganything else?


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s Campaigns are built withs Campaigns are built withKey ConceptsAdvertising Campaign:

Plans & StrategiesPlans & Strategies


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Key ConceptsPlans & Strategies:

s Organized Actions and

s Imaginative Reintegration

s Plans & Strategies are a combination of:q Tightly organized planned actions

qUnique strategic configurations

s Plans may contain strategiess Strategies need plans to be implemented

s Organized Actions and

s Imaginative Reintegration

s Plans & Strategies are a combination of:q Tightly organized planned actions

qUnique strategic configurations

s Plans may contain strategiess Strategies need plans to be implemented


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Key ConceptsPlans & Strategies:s Kenichi Ohmae (head of McKinsey Japan)s Kenichi Ohmae (head of McKinsey Japan)

In business as on the battlefield, the object of strategyIn business as on the battlefield, the object of strategy

is to bring about the conditions most favorableis to bring about the conditions most favorable

to ones own side.to ones own side.

In strategic thinking ,In strategic thinking ,

one first seeks a clear understandingone first seeks a clear understanding

of the particular character of each element of a situation,of the particular character of each element of a situation,

and then makes the fullest possible useand then makes the fullest possible use

of human brainpower to restructure the elementsof human brainpower to restructure the elements

in the most advantageous way.in the most advantageous way.

In business as on the battlefield, the object of strategyIn business as on the battlefield, the object of strategy

is to bring about the conditions most favorableis to bring about the conditions most favorable

to ones own side.to ones own side.

In strategic thinking ,In strategic thinking ,

one first seeks a clear understandingone first seeks a clear understanding

of the particular character of each element of a situation,of the particular character of each element of a situation,

and then makes the fullest possible useand then makes the fullest possible use

of human brainpower to restructure the elementsof human brainpower to restructure the elements

in the most advantageous way.in the most advantageous way.


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Phenomena and events in the real worldPhenomena and events in the real world

do not always fit a linear model.do not always fit a linear model.

Hence, the most reliable means of dissecting a situationHence, the most reliable means of dissecting a situation

into its constituent parts and then reassembling theminto its constituent parts and then reassembling them

in the desired pattern is not a step-by-step methodologyin the desired pattern is not a step-by-step methodology

such as systems analysis.such as systems analysis.Rather, it isRather, it is that ultimate non-linear thinking toolthat ultimate non-linear thinking tool,,

the human brain.the human brain.

Phenomena and events in the real worldPhenomena and events in the real world

do not always fit a linear model.do not always fit a linear model.

Hence, the most reliable means of dissecting a situationHence, the most reliable means of dissecting a situation

into its constituent parts and then reassembling theminto its constituent parts and then reassembling them

in the desired pattern is not a step-by-step methodologyin the desired pattern is not a step-by-step methodology

such as systems analysis.such as systems analysis.Rather, it isRather, it is that ultimate non-linear thinking toolthat ultimate non-linear thinking tool,,

the human brain.the human brain.


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No matter how difficult or unprecedented the problem,No matter how difficult or unprecedented the problem,

a breakthrough to the best possible solutiona breakthrough to the best possible solution

can come only from a combination of rational analysiscan come only from a combination of rational analysisbased on the real nature of things,based on the real nature of things,

andandimaginative reintegrationimaginative reintegration

of all the different items into a new patternof all the different items into a new pattern

No matter how difficult or unprecedented the problem,No matter how difficult or unprecedented the problem,

a breakthrough to the best possible solutiona breakthrough to the best possible solution

can come only from a combination of rational analysiscan come only from a combination of rational analysisbased on the real nature of things,based on the real nature of things,

andandimaginative reintegrationimaginative reintegration

of all the different items into a new patternof all the different items into a new pattern

usingusingnonlinear brain powernonlinear brain power..usingusingnonlinear brain powernonlinear brain power..


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Key ConceptsPlans & Strategies:s Now lets talk about Plans

s Marketing Plans are written:q By the Advertisers

q By their Advertising Agencies

s Creative Plans may be called:q Creative strategies

q Creative blueprints

q Creative platforms

q Creative briefsq And sometimes the word communication replaces the word

creative


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s Plans contain Strategies and vice versa

s Marketing Plans may also have Strategies and Plans

for Sales Promotion and PR

s The Campaign will also have

q A Media Strategy - and

q A Media Plan

q

Media Departments write Media Planss The Advertising Strategy determines the Creative

Objective and the Media Objective

s Plans contain Strategies and vice versa

s Marketing Plans may also have Strategies and Plans

for Sales Promotion and PR

s The Campaign will also have

q A Media Strategy - and

q A Media Plan

q

Media Departments write Media Planss The Advertising Strategy determines the Creative

Objective and the Media Objective


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Media StrategyTo be determined

Creative StrategyTo be determined

Market Strategy/Media

Target audience W 18-49

Market Strategy/Creative

Establish brand as superior

Media ObjectiveDeliver Advertising to

Target audience W 18-49

Creative ObjectiveEstablish brand as superior

Marketing ObjectiveSell one million of product


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s Agencies turn strategies into ideas

s And they turn those ideas into ads

q Creative people actually make the ads

q Copywriters and art directors

s Agencies turn plans into campaigns

q Clients and account management determine needs and budgets

q Media departments turn budgets and strategies into MediaPlans

s Agencies turn strategies into ideas

s And they turn those ideas into ads

q Creative people actually make the ads

q Copywriters and art directors

s Agencies turn plans into campaigns

q Clients and account management determine needs and budgets

q Media departments turn budgets and strategies into MediaPlans


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Key ConceptsPlans & Strategies:Plans & Strategies:Plans & Strategies:Plans & Strategies:

s To make plans and strategies work, a lot of

people have to work together.

s And that means they have to speak

s To make plans and strategies work, a lot of

people have to work together.

s And that means they have to speak

The same language!The same language!The same language!The same language!


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Key ConceptsVocabulary:Vocabulary:Vocabulary:Vocabulary:

s The Language ofMarketing & Advertisings The Language ofMarketing & Advertising

s Original concepts came from military

sNow the business of marketing has its own intellectual

infrastructure - a way of thinking and a way of talkings Understanding the specific meanings of key words and

concepts is critical

s

Yes, it will be on the test!

s Original concepts came from military

sNow the business of marketing has its own intellectual

infrastructure - a way of thinking and a way of talkings Understanding the specific meanings of key words and

concepts is critical

s

Yes, it will be on the test!


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Key ConceptsVocabulary:Vocabulary:Vocabulary:Vocabulary:s Mission: Overall goals & values your reason

for beings Objective: What you want to accomplish.s

Strategy: How you are going to do it.s Tactic: Specific action. (Should be specific

action that helps meet strategic goals - tacticsshould be on strategy.)

s Mission: Overall goals & values your reasonfor being

s Objective: What you want to accomplish.s



s Remember, objectives first, then strategy. (Ifyou dont know where youre going, anyroad will take you there.)

s Remember, objectives first, then strategy. (Ifyou dont know where youre going, anyroad will take you there.)


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s Remember the acronym M.O.S.T.Mission, Objective, Strategy, Tactics

s Remember the acronym M.O.S.T.Mission, Objective, Strategy, Tactics

Key ConceptsVocabulary:Vocabulary:Vocabulary:Vocabulary:s Mission: Overall goals & values your reason

for beings Objective: What you want to accomplish.s



s Mission: Overall goals & values your reasonfor being

s Objective: What you want to accomplish.s




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Key ConceptsVocabulary:Vocabulary:Vocabulary:Vocabulary:

s The Value Ladder

q Consumer Benefit

q Product Benefit

sFeature

s Attribute

s

Benefit

s Value

s The Value Ladder

Kids like it

Easy to serveE-Z Open glass jar

Good food for my family

Im a good mom

Apple sauce is made from apples

Laddering


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Key ConceptsVocabulary:Vocabulary:Vocabulary:Vocabulary:s Some More Important Wordss Some More Important Wordss Target audience - person or group to whom

advertising is directed

q Primary target - the target audienceq Secondary target - usually, the trade

s Demographics - statistical description of

target audiences Psychographics - psychological traits of

target audience

s Target audience - person or group to whomadvertising is directed

q Primary target - the target audienceq Secondary target - usually, the trade

s Demographics - statistical description of

target audiences Psychographics - psychological traits of

target audience


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Key ConceptsVocabulary:Vocabulary:Vocabulary:Vocabulary:s Some More Important Wordss Some More Important Words

s Sales Promotion - use of incentives (a smallbribe) to develop or stimulate sales

s Public Relations (PR) - publicity through non-paid mediaq Publics - a PR version of target audience

s Situation Analysis - beginning section of planwhere current situation is evaluated

s SWOT Analysis - Strengths, Weaknesses,Opportunities, and Threats

s Sales Promotion - use of incentives (a smallbribe) to develop or stimulate sales

s Public Relations (PR) - publicity through non-paid mediaq Publics - a PR version of target audience

s Situation Analysis - beginning section of planwhere current situation is evaluated

s SWOT Analysis - Strengths, Weaknesses,Opportunities, and Threats


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Key ConceptsVocabulary:Vocabulary:Vocabulary:Vocabulary:s Some Important Media Wordss Some Important Media Wordss Reach - percentage of the audience exposed to an advertising message

s Frequency - average number of times audience has had the opportunity tosee the message

s GRPs (Gross Rating Points) - the sum of the ratings points (a point is onepercent of the audience)

s TRPs (Target Rating Points) - this is a subset, measuring rating points forthe target group

s Reach - percentage of the audience exposed to an advertising message

s Frequency - average number of times audience has had the opportunity tosee the message

s GRPs (Gross Rating Points) - the sum of the ratings points (a point is onepercent of the audience)

s TRPs (Target Rating Points) - this is a subset, measuring rating points forthe target group


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Key ConceptsVocabulary:Vocabulary:Vocabulary:Vocabulary:s Some More Important Media Wordss Some More Important Media Wordss CPM (Cost per thousand) - how much it costs to reach a

thousand people (the M is the Roman numeral for athousand)

s CPP (Cost per point) - how much it costs to buy a point ofthe broadcast audience

s Share - percentage of an audience tuned to a specific stationor specific show

s CPM (Cost per thousand) - how much it costs to reach athousand people (the M is the Roman numeral for athousand)

s CPP (Cost per point) - how much it costs to buy a point ofthe broadcast audience

s Share - percentage of an audience tuned to a specific stationor specific show

s OK, now that we know how to talk aboutadvertising, lets talk about how it works

s OK, now that we know how to talk aboutadvertising, lets talk about how it works


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AdvertisingHow Advertising WorksHow Advertising WorksHow Advertising WorksHow Advertising Works

s Next, well cover...s Next, well cover...

How Advertising WorksHow Advertising WorksHow Advertising WorksHow Advertising WorksHow Advertising WorksHow Advertising WorksHow Advertising WorksHow Advertising WorksHow Advertising WorksHow Advertising WorksHow Advertising WorksHow Advertising WorksHow Advertising WorksHow Advertising WorksHow Advertising WorksHow Advertising Works

s Some things we know about people

s Some things we know about

advertising messages

s

The Lavidge-Steiner Learning Models AIDA

s Some things we know about people

s Some things we know about

advertising messages

s

The Lavidge-Steiner Learning Models AIDA


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AdvertisingHow Advertising WorksHow Advertising WorksHow Advertising WorksHow Advertising Workss Some things we know about people.s Some things we know about people.s People read what interests them, sometimes

its an ad. (Gossage)

s People are strategic - they look out for theirown best interests.s People are bombarded with messagesq A key concern is getting through clutter

s People (and advertising) work from both logicand emotion

s People read what interests them, sometimesits an ad. (Gossage)

s People are strategic - they look out for theirown best interests.s People are bombarded with messagesq A key concern is getting through clutter

s People (and advertising) work from both logicand emotion


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AdvertisingHow Advertising WorksHow Advertising WorksHow Advertising WorksHow Advertising Workss Some things we know about Advertisings Some things we know about AdvertisingsBranding and Advertising

qBranding = overall brand equity building

qAdvertising = specific messages and goalssAdvertising contributes to Branding

sAdvertising is concerned with:

q The Advertising Message

q Media Planning and Placement

sBranding and Advertising

qBranding = overall brand equity building

qAdvertising = specific messages and goalssAdvertising contributes to Branding

sAdvertising is concerned with:

q The Advertising Message

q Media Planning and Placement


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s An Advertising Communication Models An Advertising Communication Model


Feedback

MESSAGE

Advertising Communication Model

AdvertiserSender(Encoder)

AudienceReceiver

(Decoder)

s Note it is more difficult for the audience to communicate backto the advertiser.

q Feedback is one purpose of Market Research

s Note it is more difficult for the audience to communicate backto the advertiser.

q Feedback is one purpose of Market Research


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sThe Lavidge-Steiner LearningModel

sThe Lavidge-Steiner LearningModelAdvertising

How Advertising WorksHow Advertising WorksHow Advertising WorksHow Advertising Works

Awareness

Knowledge

Liking

Preference

Conviction

Purchase

s Begins with Awarenesss Moves to Conviction

and Purchase

s Begins with Awarenesss Moves to Conviction

and Purchase

NOTE: Process may be quite rapid and youmay try before being totally convincedNOTE: Process may be quite rapid and youmay try before being totally convinced

s How people learn adss How people learn ads


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s AIDAAIDAs AIDAAIDAAdvertisingHow Advertising WorksHow Advertising WorksHow Advertising WorksHow Advertising Works

s AttentionAttentions AttentionAttentionsInterestInterestsInterestInterests

DesireDesires

DesireDesiresAction!Action!sAction!Action!


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sWhat we need to know:sWhat we need to know:

q Target Audience

q Factors That Motivate

Purchase Behavior

q Unique Brand Characteristics

q Target Audience

q Factors That Motivate

Purchase Behavior

q Unique Brand Characteristics


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AdvertisingHow Advertising WorksHow Advertising WorksHow Advertising WorksHow Advertising Workss More ways to think aboutMore ways to think about Advertisings More ways to think aboutMore ways to think about Advertisings Factors That Influence Purchase Behaviorq Basis of competition

q A critical decisions The Problem The Advertising Must Solveq From the Y&R Creative Work Plan - one of the key tasks

is determining what you want the advertising to do.

s Factors That Influence Purchase Behaviorq Basis of competition

q A critical decisions The Problem The Advertising Must Solveq From the Y&R Creative Work Plan - one of the key tasks

is determining what you want the advertising to do.


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AdvertisingHow Advertising WorksHow Advertising WorksHow Advertising WorksHow Advertising WorkssMore ways to think about AdvertisingsMore ways to think about Advertisings Brand Contact PointssAperture and Personal Media NetworksUnique Selling Propositions inherent dramasWhatever and however you think about it,

eventually you have to do it

s Brand Contact PointssAperture and Personal Media NetworksUnique Selling Propositions inherent dramasWhatever and however you think about it,

eventually you have to do it


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PlanningIntroductionIntroductionIntroductionIntroductionsThe Planning ProcesssThe Planning Process

s Generally, plans cover at least four areas:

qMarketing Objective and Strategy (The 5 Ps)

qAdvertising Objective and Strategy

q Creative Strategy (The Advertising Message)

qMedia Objective and Media Strategy

qOther Plans and StrategiesvSales Promotion, PR, etc.

s Generally, plans cover at least four areas:

qMarketing Objective and Strategy (The 5 Ps)

qAdvertising Objective and Strategy

q Creative Strategy (The Advertising Message)

qMedia Objective and Media Strategy

qOther Plans and StrategiesvSales Promotion, PR, etc.


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PlanningIntroductionsThe Planning ProcesssThe Planning Processs Generally, this approach is right for a consumer-

oriented marketer.

s

For example, a small industrial firm might emphasizeother things - such as:q Trade Shows and Trade Advertising

q Their own Sales Force or Sales Reps

q Current Customer Relationships

s However, the underlying principles apply.

s Generally, this approach is right for a consumer-oriented marketer.

s

For example, a small industrial firm might emphasizeother things - such as:q Trade Shows and Trade Advertising

q Their own Sales Force or Sales Reps

q Current Customer Relationships

s However, the underlying principles apply.


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PlanningIntroductionIntroductionsThe Planning ProcesssThe Planning Process


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sA Ten Part ProcesssA Ten Part Process

PlanningIntroductionIntroduction

s Evaluation

1. Situation Analysis

2. Research

3. Problems & Opportunities

s Goal Setting

4. Marketing Objective

5. Budgets And then...

s Evaluation

1. Situation Analysis

2. Research

3. Problems & Opportunities

s Goal Setting

4. Marketing Objective

5. Budget

s And then...


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sA Ten Part ProcesssA Ten Part Process

PlanningIntroductionIntroductionIntroductionIntroduction

s Building the Plan

6. Strategies

7. Advertising Creative

8. Media

9. Sales Promotion

+ Other appropriate IMC plans and strategies

s Building the Plan

6. Strategies

7. Advertising Creative

8. Media

9. Sales Promotion

+ Other appropriate IMC plans and strategies10. Evaluation

sNow lets go step by stepsNow lets go step by step


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s Also called Background Reviews Its a Summation of current knowledge:

qCurrent Users

q

SeasonalityqGeography

qCreative Requirements

q Purchase Cycle

qCompetitive Review

s Also called Background Reviews Its a Summation of current knowledge:

qCurrent Users

q

SeasonalityqGeography

qCreative Requirements

q Purchase Cycle

qCompetitive Review

Planning1.1.Situation AnalysisSituation Analysis1.1.Situation AnalysisSituation Analysis

qAnd anything else that might help you understandyour situation.

qAnd anything else that might help you understandyour situation.


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s You do Secondary Research first

s You do Primary Research second

s Research is usually in these three areas:

q Target Audience

vImprove Understanding, Gain Insight

q Factors That Motivate Purchase Behavior

vImprove Effectiveness, Gain Insight

qUnique Brand Characteristics

vLook forkey point of difference

s You do Secondary Research first

s You do Primary Research second

s Research is usually in these three areas:

q Target Audience

vImprove Understanding, Gain Insight

q Factors That Motivate Purchase Behavior

vImprove Effectiveness, Gain Insight

qUnique Brand Characteristics

vLook forkey point of difference

Planning2.2.ResearchResearch2.2.ResearchResearch


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s Research Techniques:q Qualitative Research

vFocus groups

vOne-on-one interviews

q Quantitative Researchv Surveys

vObservation

vExperiments

s

When preparing The Research PlanvBe sure to know what youre looking for!

s Research Techniques:q Qualitative Research

vFocus groups

vOne-on-one interviews

q Quantitative Researchv Surveys

vObservation

vExperiments

s

When preparing The Research PlanvBe sure to know what youre looking for!

Planning2.2.ResearchResearch2.2.ResearchResearch


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s Also known as a SWOT Analysisq Strengths, Weaknesses, Opportunities, Threats

s For every problem there is an opportunity

s Understanding problems is a critical skill

s Identify the right problem and youre on theroad to the solution

s And, whatever you do

s Also known as a SWOT Analysisq Strengths, Weaknesses, Opportunities, Threats

s For every problem there is an opportunity

s Understanding problems is a critical skill

s Identify the right problem and youre on theroad to the solution

s And, whatever you do

Planning3.3.Problems & OpportunitiesProblems & Opportunities3.3.Problems & OpportunitiesProblems & Opportunities

s Dont solve the wrong problem!s Dont solve the wrong problem!


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sThe Marketing Objective is a numbersThe Marketing Objective is a number

Planning4.4.The ObjectiveThe Objective4.4.The ObjectiveThe Objective

s It is the goal of your marketing activities

qUsually, it is a sales or volume goal

q It may be difficult to get to, but the final answer is

simple and measurable.

s It is the goal of your marketing activities

qUsually, it is a sales or volume goal

q It may be difficult to get to, but the final answer is

simple and measurable.


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s Determining a budget usually involves

asking two very important questions:

s Determining a budget usually involves

asking two very important questions:

Planning5.5.The BudgetThe Budget5.5.The BudgetThe Budget

q

How much will it take?q How much do we have?

s Here are ways marketers work to

develop good answers to those questions.

q

How much will it take?q How much do we have?

s Here are ways marketers work to

develop good answers to those questions.

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sBudgeting MethodssBudgeting Methods

Planning5.5.The BudgetThe Budget5.5.The BudgetThe Budgets Historical expenditures

q Often done as percent of sales

s A to S ratio (Advertising to sales ratio)

s Elements of the budget include:q Advertising (Media and Production)

q Sales promotion (may include discounts)q PR and Event marketing

q All other

s Historical expendituresq Often done as percent of sales

s A to S ratio (Advertising to sales ratio)

s Elements of the budget include:q Advertising (Media and Production)

q Sales promotion (may include discounts)q PR and Event marketing

q All other

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s Marketing Strategies state how youwill fulfill the Objective

s The Marketing Strategies becomediscipline-specific objectives forq Advertising Creative

q Advertising Media

q Sales Promotion and Public Relations

s Marketing Strategies state how youwill fulfill the Objective

s The Marketing Strategies becomediscipline-specific objectives forq Advertising Creative

q Advertising Media

q Sales Promotion and Public Relations

Planning6.6.StrategiesStrategies6.6.StrategiesStrategies

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s Creating The Advertising Message:Creating The Advertising Message:s Creating The Advertising Message:Creating The Advertising Message:

Planning7.7.Advertising CreativeAdvertising Creative7.7.Advertising CreativeAdvertising Creativeq Target Audience

q

Objectiveq Strategy

q Considerations

q Supportq Tone

q Target Audience

q

Objectiveq Strategy

q Considerations

q Supportq Tone

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s A Sample Creative Strategy Template:

q

To convince:To convince: ______________________________________q To use:To use: ______________________________________

q Instead of:Instead of: ______________________________________

q Because:Because: ______________________________________

s A Sample Creative Strategy Template:

q

To convince:To convince: ______________________________________q To use:To use: ______________________________________

q Instead of:Instead of: ______________________________________

q Because:Because: ______________________________________

sCreating The Advertising Message:sCreating The Advertising Message:

Planning7.7.Advertising CreativeAdvertising Creative7.7.Advertising CreativeAdvertising Creative

Target AudienceTarget AudienceBrand/ProductBrand/Product

CompetitionCompetition

Target AudienceTarget AudienceBrand/ProductBrand/Product

CompetitionCompetition

Factors that influenceFactors that influencepurchase behavior +purchase behavior +Factors that influenceFactors that influencepurchase behavior +purchase behavior +

(Target Audience Insight)(Target Audience Insight)(Target Audience Insight)(Target Audience Insight)

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s A Sample Creative Strategy:

q

To convince: ___________________q To buy: ___________________

q Instead of: ___________________

q Because:: ______________________________________

s A Sample Creative Strategy:

q

To convince: ___________________q To buy: ___________________

q Instead of: ___________________

q Because:: ______________________________________

s Creating The Advertising Message:s Creating The Advertising Message:


Adults 35-54Adults 35-54VolkswagenVolkswagen

Other carsOther cars

Adults 35-54Adults 35-54VolkswagenVolkswagen


Volkswagen will lastVolkswagen will lasta long timea long timeVolkswagen will lastVolkswagen will lasta long timea long time

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s

s To convince:To convince: ______________________________________s To buy:To buy: ______________________________________

s Instead of:Instead of: ______________________________________

s Because:Because: ______________________________________

s

s To convince:To convince: ______________________________________s To buy:To buy: ______________________________________

s Instead of:Instead of: ______________________________________

s Because:Because: ______________________________________

sCreating The Advertising Message:sCreating The Advertising Message:


Adults 35-54Adults 35-54

VolkswagenVolkswagen


Adults 35-54Adults 35-54

VolkswagenVolkswagen


Volkswagen will lastVolkswagen will lasta long timea long timeVolkswagen will lastVolkswagen will lasta long timea long time

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s Media Objectives usually include:

q Target Audience

q Geography

q Seasonality

q Reach or Frequency objective

s The Media Plan will work to achieve those

objectives in the most efficient way.

s Media Objectives usually include:

q Target Audience

q Geography

q Seasonality

q Reach or Frequency objective

s The Media Plan will work to achieve those

objectives in the most efficient way.

Planning8.8.Advertising MediaAdvertising Media8.8.Advertising MediaAdvertising Media

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sA good Media Plan considers theseimportant factors:

sA good Media Plan considers theseimportant factors:


sMedia Cost-Effectiveness:q GRP (TRP) - Gross & Total Rating Pointsq Reachq Frequency

s Media Cost-Efficiency:q CPM - Cost per thousandq CPP - Cost per point

sMedia Cost-Effectiveness:q GRP (TRP) - Gross & Total Rating Pointsq Reachq Frequency

s Media Cost-Efficiency:q CPM - Cost per thousandq CPP - Cost per point

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s A Media Flow Chart can help youvisualize the Media Plan:

s A Media Flow Chart can help youvisualize the Media Plan:

Planning8.8.Advertising MediaAdvertising Media8.8.Advertising MediaAdvertising Medias Put a calendar time-line across the tops Put a calendar time-line across the top

s Placethe

media

downtheside

s Placethe

media

downtheside

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s A Media Flow Chart can help youvisualize the Media Plan::

s A Media Flow Chart can help youvisualize the Media Plan::


s Placethe

media

downtheside

s Placethe

media

downtheside

s Put a calendar time-line across the tops Put a calendar time-line across the top

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s Sales Promotion =q Tangible motivation to buyq An incentive or small bribe

q To both consumers and the trades Public Relations =q Non-paid media coverageq

3rd party endorsement (reviews, etc.)q Marketing PR (MPR)q Not Corporate PR (CPR)

s Sales Promotion =q Tangible motivation to buyq An incentive or small bribe

q To both consumers and the trades Public Relations =q Non-paid media coverageq

3rd party endorsement (reviews, etc.)q Marketing PR (MPR)q Not Corporate PR (CPR)

Planning9.9.Sales Promotion & PRSales Promotion & PR9.9.Sales Promotion & PRSales Promotion & PR

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s Sales Promotions Sales Promotion

Planning9.9.Sales Promotion & PRSales Promotion & PR9.9.Sales Promotion & PRSales Promotion & PRs Consumer Promotion = Win/Free/Saveq Sweepstakes & Contests

q Added Value Extras/Bonus Packsq Coupons/Savings/Rebates

s Trade Promotion =q

Allowancesq Other Payments/Incentivesq Events/Sales Contests

s Consumer Promotion = Win/Free/Saveq Sweepstakes & Contests

q Added Value Extras/Bonus Packsq Coupons/Savings/Rebates

s Trade Promotion =q

Allowancesq Other Payments/Incentivesq Events/Sales Contests

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sPublic Relations =sPublic Relations =

Planning9.9.Sales Promotion & PRSales Promotion & PR9.9.Sales Promotion & PRSales Promotion & PRq Product Publicity Opportunities

q 3rd Party Endorsements & Influencers

(columnists, talk show hosts, etc.)q Press Relations

q Other Strategic Publicity

s

May also includes Event Marketing

q Product Publicity Opportunities

q 3rd Party Endorsements & Influencers

(columnists, talk show hosts, etc.)q Press Relations

q Other Strategic Publicity

s May also include

s Event Marketing

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s It starts and ends with Research

s Methods for evaluating the plan.

s Input/learning for next years plan

s Methods include:q Tracking studies

q Attitude, usage, and awareness studies

s

Creativeq Recall

q Persuasion

s It starts and ends with Research

s Methods for evaluating the plan.

s Input/learning for next years plan

s Methods include:q Tracking studies

q Attitude, usage, and awareness studies

s

Creativeq Recall

q Persuasion

Planning10.10.EvaluationEvaluation10.10.EvaluationEvaluation

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s Putting plans and strategies together is alot of work.

s Its worth it,because this is the way to

build sales and make the most of abusinesss potential.

s If you go to work in The Business ofBrands, chances are, youll have to play apart creating a winning plan.

s Putting plans and strategies together is alot of work.

s Its worth it,because this is the way to

build sales and make the most of abusinesss potential.

s If you go to work in The Business ofBrands, chances are, youll have to play apart creating a winning plan.

PlanningIn ConclusionIn ConclusionIn ConclusionIn Conclusion

8 new brand

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