Planning Advertising and IBP Chp 8 with Duane Weaver

Advertising PLAN  …specifies the thinking, tasks, and timetable to conceive and implement effective advertising

CREATIVITY  RULES of GOOD Creative: –Zero in on product –Use loads of design –Find the sweet spot –Surprise equals buzz equals exposure –Don’t be timid –Conspire with customer –Make yourself useful –Advertising as a product not service –Good ideas from anyone, anywhere, anytime –Rules are Lame. Break ‘em.

AD PLAN Structure  Intro  Situation Analysis  SWOTs  Objectives  Budget  Strategy

ROLE OF AGENCY in Ad Plans  To translate current market and marketing status of a firm and its objectives into a strategy and ultimately finished advertisements and IBP materials.

DISCUSSION Q’s 1133558811335588