advertising plan.pptx

7/27/2019 ADVERTISING PLAN.pptx

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ADVERTISING PLANTANU BHARGAVA

ASST. PROFESSOR AMITY SCHOOL OF COMMUNICATION



MISSION

MONEY

MESSAGE

MEDIA

MEASUREMENT



We have all done certain kind of researchprior to any purchase especially for high

value products- High involvementproduct.

Analyze the market, competitions,

complementary or substitute for thatproduct/service.

Similarly, marketers also examine internaland external environment. They analyze

SWOT of their business. S- Strength ; W- Weakness; O- Opportunity

& T- Threat



After this marketers formulate goals and

policies, implement them & later on takefeedback on the same for furtherimprovement if required.

Advertising is a part of marketing. Thus, itincludes more or less the same planningstructure with the focus just on a particular

product/ service with specific objective tospecific target audience.



STEPS IN ADVERTISING PLAN

1. INTRODUCTION The Introduction consists of executive

summary, typically two paragraphs to

two pages in length. This is the take-away of the plan which helps tounderstand the essence of the plan. Anoverview sets out what is to be covered;and it structures the content.

A strong information leads to effectivestrategy planning.



2. SITUATIONAL ANALYSIS

The client and agency lay out the mostimportant factors that define the situation,and then explain the importance of each

factor.It includes factors like demographics, social& cultural, economic, political etc.

How each factors relate to advertising taskand how market segments and consumer behavior research provide the organizationwith essential insights that can be

incorporated in the plan.



It includes the following factors:

Historical Context- It shows how a particular

organization has evolved with dynamic environment.For this, knowing the brief history of the company,corporate culture, big success, mistakes should beanalyzed as it demonstrates the agency thoroughnessof research, depth of knowledge and scope of its

concern.

Industry Analysis- It focuses on developments andtrends within an industry and on any other factor that

make a difference on how an advertiser proceeds withan advertising plan. Also, supply and demand factor isanalyzed.

E.g.- Mobile advertisements, discounts on paymentsmade through a particular credit card, tie-ups with

food joints during the filming of a blockbuster movie isthe new trend in promotion of films.



Market Analysis – It is the demand side of the market. An advertiser analyze the factors

that drive and determine the market for thefirm’s product or services. A market analysisstarts by understanding:

Who current user are?

Why they are current users?

What are the motivational factor for them tobe a current user?

Competition Analysis - In this, advertiser analyze who competitors are? Discuss their

SWOT.



3. OBJECTIVES

Objectives determine the mission which client to looking to

attain from advertising. It may be: To increase Top of the mind awareness and curiosity about its

brand. It is an indicator of consumer knowledge about thebrand and how easily that knowledge can be retained/recalled as and when purchase decision is made.

To Change consumer’s beliefs or attitudes about its product. To influence the Purchase Intent of its consumers. It is

determined by asking consumers whether they intent to buy aproduct or service in near future?

To stimulate Trial Purchase and Repeat Purchase of theproducts or services.

To Switch consumers from competing brand to its brand. Advertisers must neither expect too much or rejoice too muchover temporary gain.

To Increase sales.



A single variable in a firm’s overall marketingmix is not reasonable to set sales expectationsfor advertising when other variables alsoundermine sales growth.

Marketers feels that communication objectivesare more legitimate.

To manage objectives which are workablefollowing things to be kept in mind:

1. Establish a quantitative benchmark

2. Specify measurement methods and criteriafor success

3. Specify a time frame

4. Follow DAGMAR



The DAGMAR Approach

Define Advertising Goals for M easuring Advertising Results



DAGMAR Definition of Objectives

Specified TimePeriod

Concrete,Measurable Tasks

Target Audience

Benchmark andDegree of

Change SoughtObjectives



What is Good Objectives?

Good Objectives

Concrete and

Measurable

Specify a well-

defined audience

Attainable

Specify a time

period

Establish bench-

Mark measures Realistic



14

Communication Objectives: Are stated in three parts:

Target Audience

◦ Customers – brand loyal, favourable brand switchers

◦ Non-customers – new category users, other brandswitchers, other brand loyals

Behavioural Objectives – what is the behaviour thatyou want this communication to cause in your targetaudience

◦ Trial

◦ Repeat purchase

◦ Purchase related behaviour

◦ Repeat consumption

◦ Application

Communications – the effect that you want your communication to have on the target audience

◦ Create category need

◦ Brand awareness

◦

Brand attitude◦ Brand purchase intention



4. STP

Segmentation

Targeting

Positioning

Refer to STP slides



5. BUDGET

HISTORICAL

TASK-OBJECTIVE METHOD

PERCENTAGE-OF-STAGE

COMPETITIVE METHOD/SHARE OF

VOICE

PAY OUT PLANNING METHOD

Refer to Advertising Budget slides



6. CREATIVE STRATEGY

Refer to notes given in the class



7. MEDIA STRATEGY

Refer to the notes given in the class or Media strategy

slides

MEDIASTRATEGY

MEDIA MIXGEOGRAPHICAL

ALLOCATIONMEDIA

SCHEDULING

MEDIADESIGNTACTICS



8. EXECUTION

It is the actual ‘doing’ of the plan. It is makingand placing of ads across to all medias. There are two elements of execution- Copy

Strategy and Media Plan

Copy Strategy- It consist of copy objectives andmethods or tactics. Media Plan- It specifies exactly where ads to be

placed. Cost effectiveness and profitability is

enhanced if media plan is made at this stage. It also includes Advertising Tactics and

Integrated Marketing Communication approach-360 degree approach of using other marketing

tools



9. EVALUATION

It includes evaluation of advertising duringfollowing stages:

A. Before Execution-

Message development research, Primary method of data collection from

consumers,

Survey Research

Observation research Cognitive Psychology & Predetermined

notions about the brand



Content analysis of competitors ads Readability tests

Psychological measures- Eye movementtracking, The pupillometer, Thepsychogalvanometer, The tachistoscope,The EEG( electroencephalograph)

B. During Execution- Coincidental Surveys Attitude tests

Tracking Studies Wave Analysis Consumer diaries Pantry checks Single-source Tracking



C. After Execution-

Memory tests

Recall tests

Recognition tests

Direct-response counts Frame-by- Frame tests

In-Market tests

Brand tracking



THANK YOU

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