8 The Advertising Plan Objectives 1 Ad Plan

8 The Advertising Plan

Objectives 1. Ad Plan Components 2. Setting Ad Objectives 3. Ad Budgeting (%, SOV, O&T)

Advertising Plan in Context Marketing Plan Ad Plan Specifies thinking & tasks needed to conceive & implement an effective advertising effort

Advertising Plan Components Introduction Situation Analysis Objectives Budgeting Strategy Execution Evaluation

Advertising Plan Components Introduction • Executive summary • Overview • Historical context Situation Analysis • Industry analysis • Market analysis • Competitor Analysis

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

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.

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.

Advertising Plan Components Characteristics of Workable Objectives • Quantitative benchmarks • Measurement methods • Criteria for success • Time frame

Advertising Plan Components Budgeting Methods • Percentage of sales • Share of market/voice • Response models • Objective & Task

Implementing Objective & Task Budgeting Determine cost based on build-up analysis Compare costs against industry & corporate benchmarks • Production costs • Ancillary costs Reconcile & • Other promotion modify budget • Reach • Frequency • Time frame • Media Determine time Frame for payout

Advertising Plan Components Strategy • Brand name recognition? • Repetition & frequency • Rhyming games • Trial Use Stimulation? • Introductory offers • Product guarantees • Brand Switching? • Value Propositions • Product comparisons

Advertising Plan Components Execution • Copy strategy • Media plan • Integrated brand promotion Evaluation • Criteria • Methods • Consequences

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 materials

Teamwork is Key in Effective Execution

Review/? s 1. Ad Plan Components 2. Setting Ad Objectives 3. Ad Budgeting (%, SOV, O&T)