1. Planning Advertising and Integrated Brand Promotion8 1
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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 2010.
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, 2010.
The official sales date was finally set as April 3, 2010.
Long lines began to form outside retail outlets on April 2, 2010.

3. Advertising Plan and Its Marketing Context
Marketing Plan
Specifies overall 4Ps Strategies
Ad Plan
Specifies thinking and tasks needed to conceive and implement an effective advertising effort 8

4. Advertising Plan Components
Introduction
Situation Analysis
Objectives
Budgeting
Strategy
Execution
Evaluation 8

5. Advertising Plan Components
Introduction
Executive Summary
Overview
Cultural Context
Ethnocentrism
Self-Reference Criterion
Historical Context
Industry Analysis
Market Analysis
Competitor Analysis
Situation Analysis 8

6. Historical context is an important consideration in developing an advertising plan for a brand.
Courtesy of Business Objects S.A.

7. Advertising Plan Components:
Objectives
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

8. 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

9. Advertising Plan Components: Objectives
Characteristics of Workable Objectives
Quantitative benchmarks
Measurement/criteria for success
Time frame 8

10. Advertising Plan Components: Budgeting
Budgeting Methods
Percentage of sales
Does not relate spending to objectives
Share of market/voice
Likely to only maintain “status quo” market share
Response models
Associates dollars spent on advertising to sales generated
Assumes simple causality
Objective and Task
Preferred and most strategic approach 8

11. Implementing Objective and Task Budgeting
Determine Cost Based on Build-up Analysis
Production costs
Ancillary costs
Other promotion/IBP
Reach
Frequency
Time frame
Media
Compare Costs Against
Industry and Corporate Benchmarks
Reconcile and
Modify Budget
Determine Time Frame for Payout 8

12. Advertising Plan Components
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 8

13. What is the strategy in this ad. Would you run this same ad in Mexico
What is the strategy in this ad? Would you run this same ad in Mexico? (Hint: Think about SRC)
Courtesy, Uno Restaurant Holding Group Corp.

14. Advertising Plan Components
Execution
Creative Brief
Copy Strategy
Media Plan
Integrated Brand Promotion
Evaluation
Criteria
Methods
Consequences 8

15. 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:
advertising objectives
advertising strategies
finished advertisements and IBP materials
media placement and execution of advertising and IBP 8

16. Check Your Understanding
A marketing manager has always used the share-of-voice budget method and probably always will. One big problem with marketers who rely on a share-of-voice budget plan is that they assume, often wrongly, that
their competition doesn’t know how to allocate its advertising dollars.
their sales figures should automatically dictate their advertising figures.
they know how much competitors are really spending.
their ad is distinct, unique, and superior among all others in the field. 8

17. Check Your Understanding
A fragrance manufacturer wants its target customers to demonstrate top-of-the-mind awareness regarding its long-standing perfume, Bouquet. This means that when they are asked to think of perfumes, they would
include the name Bouquet somewhere on their list.
realize that they want to purchase Bouquet.
think of Bouquet first.
only be able to think of Bouquet. 8