advertisingcampaign planning

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Advertising Planning Process

Advertising Objectives

Budget Decisions

Creative Strategy

Campaign Evaluation

Media Strategy

Brand Positioning Target Market

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Steps:

1. Analysing the market2. Determining advertising objectives

3. Establishing budgetary and control system4. Developing advertising strategy for:

1. Selecting media2. Creating messages

5. Coordinating advertising with otherpromotional and marketing methods

6. Evaluating results

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The process of advertising campaign

planning in detailThe market place

Marketing objectives

Advertisingobjectives

Budget

Creative strategy,media And message

Translate intoconsumer terms

Create andproduce ads

Coordinate withOther methods

Launch intoDynamic world

Evaluatepre test

EvaluatePost test

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Step 1: Analyse the market1. Determining the demand factors.2. Identifying the target group.

3. Assess the competition4. Legal and regulatory environment

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Step 2: Determining advertising objectivesDefining the Marketing Objectives: Decide what themarketing objectives is out to achieve in terms of:

Increase sales of brand xIncrease market share Generate 500 new enquiries eachmonth Increase distribution penetrationEstablish a network of distributors

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Defining the communication objectives: Decide whatthe communication objectives is out to achieve interms of:

Increasing brand awarenessPositioning the service as the friendliest on the marketRepositioning Guinness from an old mans drink to a young mans drinkMaintaining brand x as the preferred brand

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Step 3: Establishing the budgetary and

control system Advertising budget is a plan for financing certainfuture advertising operationsMostly a fund will be allocated to this purpose tomarketing department Within this fund they try to do media selection andother advertising expenses An advertising budget must be flexible to changeaccording to changing marketing conditions

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Step 4: Developing advertising strategy

How we get there- how the objectives are achieved.Strategy drives the tactics in the same directionAdverting strategy must encompass the totality of what aproduct or service is and how it is sold to the consumer

The strategy should also include selection of targetmarkets, positioning, selection of communication tools,

sequence of communication tools (are different tools usedat different stages?), time scales media selection andcreating messages

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Examples of such strategies include:

The Tupperware A direct response campaign that combinespersonal selling in party format and toll free numbers andcatalogues.

The IBM Position the business as a solution provider for all your computing problems, e.g. conferences, published papers,training awareness days etc.

Daewoo Cars Position Daewoo as a customer focused firmthat is happy to deal directly with customers.

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Step 6: Coordinating advertising with otherpromotional and marketing methods

For an advertising program to be successful, elementsas production, delivery and inventory must beintegrated with the advertisement plan An advertising planning must consider to get themaximum cooperation from distributors, dealers andsalespeople

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Step 5: Evaluating advertising resultsPretesting: It is a research technique which determinesthe reaction to advertising by a representative sample

of the target market before . The goal of pretesting isto eliminate errors or weaknesses in program designbefore considerable sums of money are invested

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Post testing:

This is done only after a full commitment to acreative approach and a schedule of media has

been made . The objective is to ensure that future

campaigns will be more effective .

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Step 6: Execution of the advertising

programPlanning of the advertising program is the jointresponsibility of advertiser and advertising agency

Execution part is the responsibility of the agency