1. Communication Planning

2. The Planning Cycle Results Feedback Are we there? If not, why not?
Situation
Analysis
Let’s get
there
Implementation
Market
Consumers
Where are
we?
How do we
get there?
Plan
Where do
We want
to go?
Where could
we be?
Objectives
and Strategy
Co. Potential

3. Whose job is it? Normally the brand manager.
In some cases it could be the advertising manager, the marketing manager, the product manager and similar designations

4. Role of the Brand Manager
CEO of the brand
Accountable for the sales, profits, contribution and fortunes of the brand
Needs to interact with all functionaries, internally and externally and do whatever it takes to ensure the progress of his brand

5. Strategic Role of the Brand Manager
Marketing
Head
Despatch
Agency
Sales MR
Brand
Manager
New Product Planning/R&D
Finance
Production
Materials

6. Role of advertising within the communications mix
To increase awareness of the brand and its characteristics
To encourage non-users to sample the product
To develop the belief among both users and ideally, non-users that a brand is technically superior to competitors for reasons A, B, C, etc.
To inform consumers especially lapsed consumers that the product has been improved or reformulated
To encourage retail trade to stock and display the product

7. Is it an investment or revenue expense ?
Conservative accounting principles does not recognise the future positive effects of current advertising expenditure

8. Is advertising an expense or an investment?
How to treat it in the books?
Risk
Benefits obtained from the expenditure

9. Is advertising related to sales?
Yes and No.

10. Factors influencing sales
Govt. policy
Taxes
Promotions
Economic climate
Seasonalities
And so on
Advertising
Price
Distribution
Packaging
Product features
Competition
Consumer tastes

11. Impact of Advertising New customers Advertising Immediate sales
Future Sales
Change attitude
Improve image

12. You can attain temporary share of the market with anew product or a smart promotion, but to enjoy a really healthy share of market (in three year’s time) you have to start now, to build a share of mind– Leo Burnett

13. “I am astonished to find how many manufacturers, on both sides of the Atlantic, still believe that women can be persuaded by logic and argument to buy one brand in preference to another. The greater the similarity between products, the less part reason plays in brand selection” – David Ogilvy

14. “Half my advertising is wasted, but the problem is I don’t know which half” - John Wanamaker

15. Demand stimulated by advertising not only increases sales but the value of the brand in the minds of the consumer
Successful advertising helped increase prices by 22% than not so successful advertising

16. The average % increase in sales to be expected from 1 % reduction in price is 1.8%
The average % increase in sales to be expected by 1 % increase in adspend is 0.2%

17. Advertising Objectives
Communication and coordination device
Criterion for decision making
Evaluating results

18. Customer Dynamics Consumers using Consumers not using different brands
product category
Consumers using
different brands
Consumers using brand

19. Targetting Who is the target segment?
What is the behaviour within that segment that advertising is attempting?
What is the process that would lead to desired behaviour?
Is it necessary to create awareness, build attitudes/ brand equity/associated feelings/type of user personality ?

20. Increasing Turnover Increasing customers Increasing usage per customer
Reduce time between purchases

21. Situation Analysis Cost structure of industry Skills of the firm
In – house skills vs those of competitors
Financial resources of the firm
Nature of demand
Extent of demand
Nature of competition
Environmental climate
Stage of PLC

22. Advertising Budgeting
Historical
Competitive Parity
All-you-can-afford
Objective and Task