8 Objectives Ad Plan Components Setting Ad Objectives Ad Budgeting SOV OampT Advertising Plan in Context Ad Plan Specifies thinking amp tasks needed to conceive amp implement an effective advertising effort ID: 131000
Download Presentation The PPT/PDF document "The Advertising Plan" is the property of its rightful owner. Permission is granted to download and print the materials on this web site for personal, non-commercial use only, and to display it on your personal computer provided you do not modify the materials and that you retain all copyright notices contained in the materials. By downloading content from our website, you accept the terms of this agreement.
Slide1
The Advertising Plan
8Slide2
ObjectivesAd Plan ComponentsSetting Ad Objectives
Ad Budgeting (%, SOV, O&T)Slide3
Advertising Plan in Context
Ad Plan
Specifies thinking & tasks needed to conceive & implement an effective advertising effort
Marketing
PlanSlide4
Advertising Plan Components
Introduction
Situation Analysis
Objectives
Budgeting
Strategy
Execution
EvaluationSlide5
Advertising Plan Components
Introduction
Executive summary
Overview
Situation Analysis
Historical context
Industry analysis
Market analysis
Competitor AnalysisSlide6
Historical context is an important consideration in developing an advertising plan for a brand.Slide7
Advertising Plan: ObjectivesTo create or maintain brand awareness
. To change consumer beliefs or attitudes.
To influence purchase intent. To stimulate trial use.
To convert one-time users into repeat purchasers..To encourage brand switching.
Slide8
Sales vs. Communication Objectives
Advertising = Sales?
Advertising = Communication?
Effective Communication
= Sales?
Focusing on communications objectives allows advertisers to consider a broad range of strategies. Building brand loyalty can take years.Slide9
Advertising Plan Components
Characteristics of Workable Objectives
Quantitative benchmarks
Measurement methods
Criteria for success
Time frameSlide10
Budgeting
Methods
Percentage of sales
Share of market/voice
Response models
Objective & Task
Advertising Plan ComponentsSlide11
Determine cost based on build-up analysis
Production costs
Ancillary costs
Other promotion
Reach
Frequency
Time frame
Media
Compare costs against industry & corporate benchmarks
Reconcile &
modify budget
Determine time
Frame for payout
Implementing Objective & Task BudgetingSlide12
Strategy
Brand name recognition?
Repetition & frequency
Rhyming games
Trial Use Stimulation?
Introductory offers
Product guarantees
Brand Switching?
Value Propositions
Product comparisons
Advertising Plan ComponentsSlide13
Advertising Plan Components
Execution
Copy strategy
Media plan
Integrated brand promotion
Evaluation
Criteria
Methods
ConsequencesSlide14
The Role of the Advertising Agency in Advertising Planning
Advertiser
brings to the table an assessment of the brand’s value, the external environment, & opportunities & threats.
The
advertising agency’s role
is to the current marketing & market status of the brand into advertising objectives & strategies & ultimately into advertisements & IBP materialsSlide15
Teamwork is Key in Effective ExecutionSlide16
Review/?sAd Plan ComponentsSetting Ad Objectives
Ad Budgeting (%, SOV, O&T)