Advertising Planning and Strategy

Strategic Planning
The

process of determining objectives, deciding on strategies, and implementing the tactics

Objectives
What

you want to accomplish to accomplish the objectives the plan come

Strategies
How

Tactics
Make

to life

Advertising Planning

Is the first step in the campaign preparation process An Advertising plan serves as a blueprint for the creative, media and other departments of an agency

It outlines the ad strategy what the ad will say

Advertising Planning & Strategy Process

ADs
ADVERTISING STRATEGIES ADVERTISING OBJECTIVES

MARKETING STRATEGIES & OBJECTIVES

SITUATIONAL ANALYSIS

Prior to campaign planning.

The advertising planner should:

1.

Study the Clients Brief

2.
3. 4.

Analyze the Marketing Mix

Conduct primary or secondary research Do an in-depth Situational Analysis of the client firm and the industry

Typical Plan Outline

Situation analysis

Key strategic decisions

Setting Advertising Objectives & Strategies Target Audience Positioning Brand Image and Personality Budget

Message strategy Media strategy Evaluation of effectiveness

The Client Brief

The brief may be defined as a written statement or document from the client to the agency, stating briefly what the advertising is expected to achieve
It usually contains the following:
A

reason for the brief

of the advertising

Aims

Setting Advertising Objectives

It is important for advertisers to know what to expect from a campaign or an ad

Specific measurable objectives e.g. increase store traffic for next weekends sale by 15% over last year

Advertising Objectives - Examples

To create awareness To communicate information about the brand To create an image To communicate brand position To provide knowledge of new application To associate feelings with brand use To stimulate repeats purchases etc.

Setting Objectives - Examples

Consumer Product target market: 100,000 prospects in the northern sales region marketing objective: achieve high level of product understanding in the target market advertising objective: persuade 15% of targeted prospects to request a free sample Business Product target market: 2,000 manufacturers who use electrostatic coating processes marketing objective: increase market share to 20% advertising objective: persuade 40% of prospects to request product fact file

Target Market Decisions

Whom are we addressing? Defining target in terms of age, income, lifestyles, product usage, geographic location and so on. Consumer characteristics that are specific to purchasing situations usage level, brand loyalty, brand attitude, and preferences

For example

A cosmetic brand may go in for a modern, working woman The toothpaste market could be segmented on the basis of benefits and we may decide to consider decay prevention or breath-freshener A clothing company may decide to target the style-conscious upper-class women A fizzy soft-drink may be targeted at 12-24 age group

Target Audience selection..

Tea represents the fourth most consumed drink after coffee, milk, and tap water. With many types of tea and different kinds of tea drinkers, tea brands need to approach specific audiences with their communication efforts. The health benefits perceived with tea have recently attracted many young Canadian consumers toward specialty teas. In particular, sales for green, red, and white teas rose substantially in 2006; however, herbal and black tea dropped slightly. Although the main tea consumer is women over 40, according to Twinings tea, the well-established brand developed its latest campaign toward newer consumers (i.e., younger) with a strong emphasis to teach the less experienced more about tea and the various types. Its communication consisted of door-hangers and samples to specific locations and in displays for select retailers

Positioning

Meant to differentiate the brand from the competition in the mind of the prospect It is the act of designing the companys offering and image so that they occupy a meaningful and distinct competitive position in the target consumers minds
~ Philip Kotler

To succeed, the first step is to position or situate the brand in the target consumers mind in such a way that in his or her perception of the brand it is distinctive and offers a persuasive customer value better than its competitors
Ries and Trout

Positioning Decisions

By product features/consumer benefits

Dove:

One-quarter moisturizing cream Margo: Skin-friendly soap

By price-quality
Bajaj

Auto: Value-for-money, for years

By use or application
Clinic

All-Clear: The dandruff-control shampoo

Positioning Decisions

By product user
Lux:

The soap that film stars use

By product class
7

up: The Uncola

By competitor
Avis

car rental : We are number two

A Positioning Success Story

Vicks Vaporub

Whereas balms were multi-purpose ointments used for colds, aches, sprains etc., Vicks Vaporub was positioned specially as a rub for colds for children Positioned for use on the nose, throat, chest, all over the back The rationale behind this was demonstrated in advertising as the famous two-way action: (a) the inside action and the (b) outside action

Message Strategy

Spells out what the advertising is expected to communicate

e.g. Brand X chewing gum is loaded with flavour and offers a unique oral experience, because each pillow-shaped piece is filled with a minty tasting liquid that squirts into the mouth with the first bite and lasts as long as the gum is chewed

Mini-case

An international fast food chain specializing in Mexican food wanted to double its sales within three years. This was its marketing objective. Research showed that consumers first decided to go out for fast food and then chose the type of fast food. The fast food chain decided to attempt to reverse this behavior. It decided to try and make consumers choose a type of fast food or brand, first, and in doing so, make their chain the automatic choice for fast food. This was their message strategy for their advertising campaign

Message Strategy .

Demonstration Soft sell vs. Hard-sell Comparison Endorsement Problem-solving Slice-of-life

Lectures and Dramas

Brand Image

An image may be defined as the total impression of what a person thinks and knows about products or people
Every ad should be thought of as a contribution to the complex symbol which is the brand image

~ David Ogilvy

Brand Image Decisions

Brand Image is a set of beliefs that customers hold about a particular brand Successful brand images are created over a period of time It is made up of qualities that people associate with the brand

In building a brand image, it is important to make the brand mean something to the consumer

E.g. A man buys a sports car because he may consider himself an adventurous type

For example.

Over the years, Marlboro cigarettes has conjured up a strong macho image in consumers minds. This was achieved through illustrations that showed only the most ruggedlooking men American cowboys. In the ads, these characters told something of his he-man life and explained why he chose Marlboro.

The campaigns for Liril soap have built up a powerful image of freshness for Liril, through consistent associations with freshness

Brand Personality Example

Cola Drinker 18-24 age group Seeks action, thrill, excitement Adventurous, risk-taking Less health conscious Socializes in groups Bubbly, effervescent Unsteady, indecisive Iced Tea Drinker 25-40 age group Active but not frenetic Open, but tends to evaluate More health conscious Sociable but more individualistic Energetic but controlled Decision-maker

Advertising Budget Decisions

Historical Method
Objective Task method Percentage-of-sales method

Competitive Budgets
All-you-can-afford method