1. Copyright © 2006 Thomson Business and Economics. All rights reserved. Chapter 8 The Advertising Plan

2. 8–28–2Copyright © 2006 Thomson Business and Economics. All rights reserved. Advertising Plan in Context Ad Plan Specifies thinking and tasks needed to conceive and implement an effective advertising effort Marketing Plan

3. 8–38–3Copyright © 2006 Thomson Business and Economics. All rights reserved. Advertising Plan Components Introduction Situation Analysis Objectives Budgeting Strategy Execution Evaluation

4. 8–48–4Copyright © 2006 Thomson Business and Economics. All rights reserved. Advertising Plan Components Introduction Executive summary Overview SituationAnalysis Historical context Industry analysis Market analysis Competitor Analysis

5. 8–58–5Copyright © 2006 Thomson Business and Economics. All rights reserved. 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.

6. 8–68–6Copyright © 2006 Thomson Business and Economics. All rights reserved. Sales vs. Communication Objectives Advertising = Sales? Advertising = Communication? Effective Communication = Sales? Focusing on communications objectives allows advertisers to consider a broad range of strategies. Building brand loyalty can take years.

7. 8–78–7Copyright © 2006 Thomson Business and Economics. All rights reserved. Advertising Plan Components Characteristics of Workable Objectives –Quantitative benchmarks –Measurement methods –Criteria for success –Time frame

8. 8–88–8Copyright © 2006 Thomson Business and Economics. All rights reserved. Budgeting Methods Percentage of sales Share of market/voice Response models Objective and Task Advertising Plan Components (cont’d)

9. 8–98–9Copyright © 2006 Thomson Business and Economics. All rights reserved. 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

10. 8–10Copyright © 2006 Thomson Business and Economics. All rights reserved. Advertising Plan Components Execution Copy strategy Media plan Integrated brand promotion Evaluation Criteria Methods Consequences

11. 8–11Copyright © 2006 Thomson Business and Economics. All rights reserved. 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.