Chapter 8

The Advertising Plan

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Advertising Plan in Context

Marketing Plan

Ad Plan
Specifies thinking and tasks needed to conceive and implement an effective advertising effort

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Advertising Plan Components

Introduction Situation Analysis Objectives Budgeting Strategy Execution Evaluation
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Advertising Plan Components

Introduction
Executive summary Overview

Historical context

Situation Analysis

Industry analysis Market analysis Competitor Analysis

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Historical context is an important consideration in developing an advertising plan for a brand.

2006 Thomson/South-Western

Advertising Plan: Objectives

To 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.
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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.
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Advertising Plan Components

Characteristics of Workable Objectives
Quantitative benchmarks Measurement methods Criteria for success Time frame

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Advertising Plan Components

Budgeting Methods
Percentage of sales Share of market/voice Response models Objective and Task

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Implementing Objective and Task Budgeting

Determine cost based on build-up analysis
Production costs Ancillary costs Other promotion Reach Frequency Time frame Media

Compare costs against industry and corporate benchmarks

Reconcile and modify budget

Determine time Frame for payout

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Advertising Plan Components

Strategy
Brand name recognition?
Repetition and frequency Rhyming games

Trial Use Stimulation?

Introductory offers Product guarantees

Brand Switching?
Value Propositions Product comparisons
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Advertising Plan Components

Execution
Copy strategy Media plan Integrated brand promotion

Evaluation

Criteria Methods Consequences

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The Role of the Advertising Agency in Advertising Planning

Advertiser brings to the table an assessment of the brands value, the external environment, and opportunities and threats. The advertising agencys role is to the current marketing and market status of the brand into advertising objectives and strategies and ultimately into advertisements and IBP materials

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