1. 16-2
Advertising Planning

2. Review! – Brand or Product Advertising?

3. 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.

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

5. Marketing Matters
Select the appropriate time and place for the following four ads…

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

7. 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

8. 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.

9. 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

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

11. Advantages and Disadvantages of Media

14. 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?

15. Focus on TV - Donald Gunn