16-2 Advertising Planning.

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Presentation transcript:

16-2 Advertising Planning

Review! – Brand or Product Advertising?

Learner Outcomes Describe the process of setting objectives, determining the budget, and developing the creative strategy. Describe the different types of media and the factors that must be considered when selecting which media to use.

Advertising Plan A document that outlines the activities to be completed and resources needed to create advertising. Specifies objectives and budget

Marketing Matters Select the appropriate time and place for the following four ads… https://www.youtube.com/watch?v=t0ufTIS9oXU https://www.youtube.com/watch?v=2-_qRS4Li7A https://www.youtube.com/watch?v=XaPXUR0rz_A https://www.youtube.com/watch?v=lKDkDjQHPuA

Advertising Campaign A series of related advertisements with a similar look, feel, and theme that centers on a specific product, service or brand.

Ad Campaign Process Set Objectives Determine the Budget Develop the Creative Strategy Select and Schedule the Media Develop the Creative Concept Produce the Advertising Evaluate the Plans Effectiveness

Advertising Objective or Seaside Resort Sales Objective Increase reserved summer rentals by 10% by February 15 Communication Make reservations by Feb 15 and save $100 off the weekly rental rate Target Market Families living in California who spend one week or more at the beach each year.

Budget What you can afford Percentage of sales Competition Matching Budget is based on past sales 5% of sales towards advertising Competition Matching Objective and Task Best Method to be used

Media Plan Answers: Type of Media Which Vehicles In what Units What time

Advantages and Disadvantages of Media

Questions to Consider When Selecting Media Cost What is the total cost? What is the cost per viewer? Does the cost fit into the budget? Reach What is the viewership overall? Will it reach the target auduance? Frequency How often will the TM see the message? How many viewings for the message to “stick”? When does “wear-out” occur? Lead Time How long to get ad out? How flexibleis the medium? Creative, Brand, and Fit Does the medium fit the message? Is the medium a good fit for the brand? Does the medium fit with the company philosophy?

Focus on TV - Donald Gunn