1. The Advertising Plan Chapter 8

2. Ch 8: The ad plan 2 Advertising Plan in Context Ad Plan Specifies thinking and tasks needed to conceiveand implement an effective advertising effort Marketing Plan

3. Ch 8: The ad plan 3 Advertising Plan Components Introduction Situation Analysis Objectives Budgeting Strategy Execution Evaluation

4. Ch 8: The ad plan 4 Advertising Plan Components Introduction Executive summary Overview SituationAnalysis Historical context Industry analysis Market analysis Competitor Analysis

5. Historical context is an important consideration in developing an advertising plan for a brand.

6. Ch 8: The ad plan 6 Advertising Plan Components Objectives Quantitative benchmarks Measurement methods Criteria for success Time frame

7. Ch 8: The ad plan 7 Sales vs. Communication Objectives Advertising = Sales?Advertising = Communication?Effective Communication = Sales? Focusing on communicationsobjectives allows advertisersto consider a broad range ofstrategies. Building brandloyalty can take years.

8. Ch 8: The ad plan 8 Workable Objectives 1. Establish a quantitative benchmark Current market share Awareness Attitude 2. Specify success measurements andcriteria 3. Specify a time frame Direct response: short Brand awareness: long

9. Ch 8: The ad plan 9 BudgetingMethods Percentage of sales Share of market/voice Response models Objective and Task Advertising Plan Components

10. Ch 8: The ad plan 10 Determine costbased on build-upanalysis Production costs Ancillary costs Other promotion Reach Frequency Time frame Media Compare costs againstindustry and corporatebenchmarks Reconcile and modify budget Determine time Frame for payout Implementing Objective and Task Budgeting

11. Ch 8: The ad plan 11 Strategy Brand name recognition? Repetition and frequency Rhyming games Trial Use Stimulation? Introductory offers Product guarantees Brand Switching? Value Propositions Product comparisons Advertising Plan Components

12. Ch 8: The ad plan 12 Advertising Plan Components Execution Copy strategy Media plan Integrated brand promotion Evaluation Criteria Methods Consequences

13. Ch 8: The ad plan 13 The Role of the Advertising Agency in Advertising Planning Advertiser brings to the table an assessment of the brand’s value, theexternal environment, and opportunities andthreats. The advertising agency’s role is to the current marketing and market status of thebrand into advertising objectives andstrategies and ultimately intoadvertisements and IBP materials