1 ©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 8 1 Planning Advertising and Integrated Brand Promotion 8 1 ©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

2 8 2 Polishing the Apple—Again and Again Apple’s launch of the iPad used a comprehensive and creative IPB campaign: ✦ The iPad was scheduled to go on sale in Spring ✦ The “launch” started months before, however, with rumors circulating weekly. ✦ Steve Jobs gave a sneak preview in January 2010 again teasing Apple fans. ✦ No ads ran for the two months, but the buzz was already built as bloggers started to speculate about the functionality and virtues of the iPad. ✦ The first ads ran during the Oscars in March 2010, followed by 2.4 million views on YouTube—a huge viral effect for the brand. ✦ Next, branded entertainment kicked in with the iPad featured the entire episode of Modern Family on March 31, ✦ The official sales date was finally set as April 3, ✦ Long lines began to form outside retail outlets on April 2, 2010.

©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Advertising Plan and Its Marketing Context 8 3 Marketing Plan Ad Plan Specifies thinking and tasks needed to conceive and implement an effective advertising effort

©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Advertising Plan Components 8 4 Situation AnalysisObjectives Budgeting Introduction StrategyExecutionEvaluation

©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Advertising Plan Components 8 5 Introduction Executive Summary Overview Situation Analysis Cultural Context Ethnocentrism Self-Reference Criterion Historical Context Industry Analysis Market Analysis Competitor Analysis

©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Advertising Plan Components: 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 8 7Objectives

©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Communication vs. Sales Objectives Advertising = Sales? Advertising = Communication? Effective Communication = Sales? –Focusing on communications objectives allows advertisers to consider a broad range of strategies. –Communications recognizes a greater complexity in the advertising/IBP process. Building brand loyalty can take years—and might not affect sales in the short term –While there is tension, both objectives can be used 8 8

©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Advertising Plan Components: Objectives Quantitative benchmarks Measurement/criteria for success Time frame 8 9 Characteristics of Workable Objectives

©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Advertising Plan Components: Budgeting Percentage of sales o Does not relate spending to objectives Share of market/voice o Likely to only maintain “status quo” market share Response models o Associates dollars spent on advertising to sales generated o Assumes simple causality Objective and Task o Preferred and most strategic approach 8 10 Budgeting Methods

©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Implementing Objective and Task Budgeting Determine Cost Based on Build-up Analysis Production costs Ancillary costs Other promotion/IBP Reach Frequency Time frame Media 8 11 Compare Costs Against Industry and Corporate Benchmarks Reconcile and Modify Budget Determine Time Frame for Payout

©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Advertising Plan Components 8 12 Strategy Brand Name Recognition?  Repetition and frequency  Broaden appeal to new segments  Rhyming games Trial Use Stimulation?  Introductory offers  Product guarantees Brand Switching?  Value Propositions  Product comparisons

©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Advertising Plan Components 8 14 Execution Creative Brief Copy Strategy Media Plan Integrated Brand Promotion Evaluation Criteria Methods Consequences

©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. The Role of the Advertising Agency in Planning Advertising and IBP Advertiser must bring to the table an assessment of the brand’s value, the external environment, and opportunities and threats. The advertising agency’s role is to translate the current marketing plan and market status of the brand into: o advertising objectives o advertising strategies o finished advertisements and IBP materials o media placement and execution of advertising and IBP 8 15