1. Lecture 15 Developing An Advertising Plan
Dr. Hatem Elaydi
ECOM 5368 Engineering Management (Entrepreneurship & ework)
Islamic University of Gaza
Oct 17, 2016

2. Conditions conducive to advertising
Consumers want to purchase
Marketing and production expertise is well established
No consumer interest = no sales
ECOM 5368, Dr. H Elaydi, Fall2016

3. The advertising plan Advertising objectives Timing (when to advertise)
Strategy (media and creative)
Budget development and control
Schedule of activities
ECOM 5368, Dr. H Elaydi, Fall2016

4. Writing advertising guidelines
Be specific
Be reasonable
Be measureable
Be time limited
Be written
ECOM 5368, Dr. H Elaydi, Fall2016

5. Advertising objectives
To inform (educate)
Tell a market about a product or a service
Suggest new uses for a product
Inform about a price change
Explain how a product works
Describe available services
Correct false impressions
Reduce consumer fears
Build an image
ECOM 5368, Dr. H Elaydi, Fall2016

6. Advertising objectives 2
To persuade
Build brand preference
Encourage switching to your product / service
Change consumer’s perception of product preferences
Persuade customers to purchase now
Persuade customers to receive a sales call
ECOM 5368, Dr. H Elaydi, Fall2016

7. Advertising objectives 3
To remind
Reminding customers that the product may be needed in the near future
Reminding customers where to buy your product/service
Keeping your product / service in the customer’s mind during off seasons
Maintaining top-of-mind awareness
ECOM 5368, Dr. H Elaydi, Fall2016

8. Exercise Individual work
Select five advertisements for five different products and analyze the objectives of the advertisement and determine the which of the three objectives they used and their sub- objective.
ECOM 5368, Dr. H Elaydi, Fall2016

9. Media selection strategy
Define marketing goals of the business
Identify the target market
Determine buying behavior of target market
Define the advertising message
Establish the advertising budget
Analyze the competition’s advertising plan
Determine your selling position
Select the best media
Share advertising plan with all employees
ECOM 5368, Dr. H Elaydi, Fall2016

10. Media plan goals Deliver message effectively
Maximize reach and frequency
Minimize cost
Be effective and efficient
ECOM 5368, Dr. H Elaydi, Fall2016

11. Media effectiveness method
CPM = cost per thousand = cost of media unit × 1000/ audience delivered
Example
Cost of a quarter page in a newspaper $220 and audience delivered 25000
CPM= 220 × 1000/25000 = $8.80
ECOM 5368, Dr. H Elaydi, Fall2016

12. Frequency
Frequency is the average number of times the same audience will be exposed to the same message.
The audience must receive the message a number of times before it sinks in.
“one ad – one time – one medium does not work overall media strategy.”
A frequency of 3-5 times per a week is recommended
If the frequency is high, change the message slightly so it sounds/looks just a little different but convey the same message
Continuity is the pattern a particular advertising campaign follows and the length of time it takes to complete.
ECOM 5368, Dr. H Elaydi, Fall2016

13. Types of media Newspaper Television Radio Magazine Direct mail
Trade shows
Internet
Social media
Bill boards
ECOM 5368, Dr. H Elaydi, Fall2016

14. Methods of developing a budget
Percentage of sales
Spend what you can afford
Match the competition
Allocate budget per unit
Objective and task method
Cinderella plan
ECOM 5368, Dr. H Elaydi, Fall2016

15. Budget control work sheet
ECOM 5368, Dr. H Elaydi, Fall2016

16. Calendar planning sheet
Schedule of promotional activities for the month of ….
ECOM 5368, Dr. H Elaydi, Fall2016

17. Calendar planning sheet
Schedule of promotional activities for the year of ….
ECOM 5368, Dr. H Elaydi, Fall2016

18. Thirteen buying motivators
Amusement
Appetizing
Comfort
Good health & long life
Earning money
Saving labor
Protecting one’s family
Recognition & superiority
Saving money
Saving time
Security
Approval from opposite sex
Something for nothing
ECOM 5368, Dr. H Elaydi, Fall2016

19. Creative ideas system Combine old ideas in new ways
Develop source book of ideas
Look for relationships between ideas
Allow ideas to rest in subconscious
Allow ideas to flow from subconscious
Critique idea with experienced person
Use idea
ECOM 5368, Dr. H Elaydi, Fall2016

20. Image People trust by feelings
Image identity manual (letterheads, business cards, invoices, purchase orders, logo, a copy of every thing that carries the name of the business to customers.
Use a jingle for at least two years
Creative production
Stationery (letterheads, business cards, envelopes)
Small print advertisement
brochure
ECOM 5368, Dr. H Elaydi, Fall2016