1. Chapter 8 The Advertising Plan
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2. Advertising Plan in Context
Marketing Plan
Specifies thinking and tasks needed to conceive and implement an effective advertising effort
Ad Plan
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3. Advertising Plan Components
Introduction
Situation Analysis
Objectives
Budgeting
Strategy
Execution
Evaluation
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4. Advertising Plan Components
Introduction
Executive summary
Overview
Historical context
Industry analysis
Market analysis
Competitor Analysis
Situation Analysis
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5. Historical context is an important consideration in developing an advertising plan for a brand.
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6. Copyright © 2006 Thomson Business and Economics. All rights reserved.

7. Advertising Plan: 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.
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8. Sales vs. Communication Objectives
Advertising = Sales?
Advertising = Communication?
Effective Communication = Sales?
Sales vs. Communication Objectives
Focusing on communications objectives allows advertisers to consider a broad range of strategies. Building brand loyalty can take years.
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9. Advertising Plan Components
Characteristics of Workable Objectives
Quantitative benchmarks
Measurement methods
Criteria for success
Time frame
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10. Advertising Plan Components (cont’d)
Budgeting Methods
Advertising Plan Components (cont’d)
Percentage of sales
Share of market/voice
Response models
Objective and Task
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11. Implementing Objective and Task Budgeting
Determine cost based on build-up analysis
Compare costs against industry and corporate benchmarks
Production costs
Ancillary costs
Other promotion
Reconcile and modify budget
Reach
Frequency
Time frame
Media
Determine time frame for payout
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12. Advertising Plan Components
Strategy
Brand name recognition?
Repetition and frequency
Rhyming games
Trial Use Stimulation?
Introductory offers
Product guarantees
Brand Switching?
Value Propositions
Product comparisons
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13. Advertising Plan Components
Copy strategy
Media plan
Integrated brand promotion
Advertising Plan Components
Execution
Criteria
Methods
Consequences
Evaluation
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14. The Role of the Advertising Agency in Advertising Planning
Advertiser
Brings to the table an assessment of the brand’s value, the external environment, and opportunities and threats.
The Advertising Agency’s Role
To define the current marketing and market status of the brand into advertising objectives and strategies and ultimately into advertisements and IBP materials.
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