ADVERTISING PLAN

TANU BHARGAVA ASST. PROFESSOR AMITY SCHOOL OF COMMUNICATION

MESSAGE

MONEY

MISSION

MEASUREMENT

MEDIA

We have all done certain kind of research prior to any purchase especially for high value products- High involvement product. Analyze the market, competitions, complementary or substitute for that product/service. Similarly, marketers also examine internal and external environment. They analyze SWOT of their business. S- Strength ; W- Weakness; O- Opportunity & T- Threat

After this marketers formulate goals and policies, implement them & later on take feedback on the same for further improvement if required.
Advertising is a part of marketing. Thus, it includes more or less the same planning structure with the focus just on a particular product/ service with specific objective to specific target audience.

STEPS IN ADVERTISING PLAN

1.

INTRODUCTION
The Introduction consists of executive summary, typically two paragraphs to two pages in length. This is the takeaway of the plan which helps to understand the essence of the plan. An overview sets out what is to be covered; and it structures the content. A strong information leads to effective strategy planning.

2. SITUATIONAL ANALYSIS
The client and agency lay out the most important factors that define the situation, and then explain the importance of each factor. It includes factors like demographics, social & cultural, economic, political etc. How each factors relate to advertising task and how market segments and consumer behavior research provide the organization with essential insights that can be incorporated in the plan.

It includes the following factors:

Historical Context- It shows how a particular

organization has evolved with dynamic environment. For this, knowing the brief history of the company, corporate culture, big success, mistakes should be analyzed as it demonstrates the agency thoroughness of research, depth of knowledge and scope of its concern.

Industry Analysis- It focuses on developments and

trends within an industry and on any other factor that make a difference on how an advertiser proceeds with an advertising plan. Also, supply and demand factor is analyzed. E.g.- Mobile advertisements, discounts on payments made through a particular credit card, tie-ups with food joints during the filming of a blockbuster movie is the new trend in promotion of films.

Market Analysis It is the demand side of the market. An advertiser analyze the factors that drive and determine the market for the firms product or services. A market analysis starts by understanding: Who current user are? Why they are current users? What are the motivational factor for them to be a current user?
Competition Analysis - In this, advertiser analyze who competitors are? Discuss their SWOT.

3. OBJECTIVES

Objectives determine the mission which client to looking to attain from advertising. It may be: To increase Top of the mind awareness and curiosity about its brand. It is an indicator of consumer knowledge about the brand and how easily that knowledge can be retained/ recalled as and when purchase decision is made. To Change consumers beliefs or attitudes about its product. To influence the Purchase Intent of its consumers. It is determined by asking consumers whether they intent to buy a product or service in near future? To stimulate Trial Purchase and Repeat Purchase of the products or services. To Switch consumers from competing brand to its brand. Advertisers must neither expect too much or rejoice too much over temporary gain. To Increase sales.

A single variable in a firms overall marketing mix is not reasonable to set sales expectations for advertising when other variables also undermine sales growth. Marketers feels that communication objectives are more legitimate. To manage objectives which are workable following things to be kept in mind: 1. Establish a quantitative benchmark 2. Specify measurement methods and criteria for success 3. Specify a time frame 4. Follow DAGMAR

The DAGMAR Approach

Define Advertising Goals for Measuring Advertising Results

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DAGMAR Definition of Objectives

Target Audience

Benchmark and Degree of Change Sought

Objectives

Concrete, Measurable Tasks

Specified Time Period

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What is Good Objectives?

Concrete and Measurable Specify a welldefined audience

Attainable

Good Objectives Specify a time period

Establish benchMark measures

Realistic

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Communication Objectives: Are stated in three parts: Target Audience Customers brand loyal, favourable brand switchers Non-customers new category users, other brand switchers, other brand loyals Behavioural Objectives what is the behaviour that you want this communication to cause in your target audience Trial Repeat purchase Purchase related behaviour Repeat consumption Application Communications the effect that you want your communication to have on the target audience Create category need Brand awareness Brand attitude Brand purchase intention

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4. STP
Segmentation Targeting Positioning

Refer to STP slides

5. BUDGET
HISTORICAL TASK-OBJECTIVE METHOD PERCENTAGE-OF-STAGE COMPETITIVE METHOD/SHARE OF VOICE PAY OUT PLANNING METHOD

Refer to Advertising Budget slides

6. CREATIVE STRATEGY

Refer to notes given in the class

7. MEDIA STRATEGY
MEDIA STRATEGY

MEDIA MIX

GEOGRAPHICAL ALLOCATION

MEDIA SCHEDULING

MEDIA DESIGN TACTICS

Refer to the notes given in the class or Media strategy slides

8. EXECUTION
It is the actual doing of the plan. It is making and placing of ads across to all medias. There are two elements of execution- Copy Strategy and Media Plan Copy Strategy- It consist of copy objectives and methods or tactics. Media Plan- It specifies exactly where ads to be placed. Cost effectiveness and profitability is enhanced if media plan is made at this stage. It also includes Advertising Tactics and Integrated Marketing Communication approach360 degree approach of using other marketing tools

9. EVALUATION
It includes evaluation of advertising during following stages: A. Before Execution Message development research, Primary method of data collection from consumers, Survey Research Observation research Cognitive Psychology & Predetermined notions about the brand

Content analysis of competitors ads Readability tests Psychological measures- Eye movement tracking, The pupillometer, The psychogalvanometer, The tachistoscope, The EEG( electroencephalograph)

B. During Execution Coincidental Surveys Attitude tests Tracking Studies Wave Analysis Consumer diaries Pantry checks Single-source Tracking

C. After Execution Memory tests Recall tests Recognition tests Direct-response counts Frame-by- Frame tests In-Market tests Brand tracking

THANK YOU