1. Planning Advertising and Integrated Brand Promotion
Marketing 3344

2. Advertising Plan and Its Marketing Context
Marketing Plan
Specifies thinking and tasks needed to conceive and implement an effective advertising effort
Ad Plan

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

4. Advertising Plan Components
Introduction
Executive summary
Overview
Historical context
Industry analysis
Market analysis
Competitor Analysis
Situation Analysis

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

6. 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.

7. 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.

8. Advertising Plan Components: Objectives
Quantitative benchmarks
Measurement methods
Criteria for success
Time frame
Characteristics of Workable Objectives

9. Advertising Plan Components: Budgeting
Percentage of sales
Does not relate spending to objectives
Share of market/voice
Likely to maintain “status quo” market share
Response models
Depends on sales = advertising relationship
Objective and Task
Preferred and strategic
Budgeting
Methods

10. Implementing Objective and Task Budgeting
Compare costs against industry and corporate benchmarks
Determine cost based on build-up analysis
Production costs
Ancillary costs
Other promotion/IBP
Reconcile and
modify budget
Reach
Frequency
Time frame
Media
Determine time
Frame for payout

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

12. What is the strategy in this ad?
Ad in Context Example
What is the strategy in this ad?

13. Advertising Plan Components
Copy strategy
Media plan
Integrated brand promotion
Execution
Criteria
Methods
Consequences
Evaluation

14. 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
placement and execution of advertising and IBP
The Role of the Advertising Agency in Planning Advertising and IBP