1. ADVERTISING PLANNING Where it fits in, theories and appeals

2. A couple of Q’s: 1.Where does the advertising plan fit into the client’s marketing plan? 2.What needs to be established before starting a plan? 3.What is the difference between a strategy and a plan? 4.What does IMC stand for?

3. Hierarchy of Advertising plan Corporate / Business Objectives – leading to Corporate / Business Plans (to achieve those objectives Advertising (and other IMC) Objectives and Plans (based on Marketing Objectives And Plans) Marketing Objectives (based on the Corporate / Business Objectives and Plans) leading To Marketing Plans

4. Four (4) components of advertising management programmes – i.e. steps taken by an agency in preparing an advertising programme 1.Review the organisation’s advertising management activities e.g. Wimpy wants to expand into a new market to increase profits, so they start making burger-cars. The marketing manager researches the automotive market (its characteristics and drivers’ buying behaviour) and then liaises with the advertising manager to develop an advertising programme. I.e. what advertising should do or accomplish 2.Select the advertising agency Includes agency ability, client / product research and AE & Creative responsibilities

5. 3.Develop a strategy for advertising campaign management (done with the marketing management) Step 1: Review the market analysis and communication strategy - look at competitor’s ads; - look at opportunities (USP’s, upcoming events, etc) - look at the target market (needs) - look at the company’s customers - look at the positioning of the company Step 2: Develop communication and advertising objectives Objectives might include: Building brand image or encouraging action. Step 3: Review and set the advertising budget Budgeting methods: - historical (previous year’s budget, adjusted by inflation rate) - % of sale - competitive parity - affordable - objective-and-task Step 4: Media selection Step 5: Review the creative proposals with the creative team 4.Complete a creative brief

6. Advertising objectives Objectives should: - State who the target audience is, what the goals of the company are, and when these goals need to be met - Must be measurable - Amount of change must be stated - Be realistic - Be in writing Types of advertising objectives: 1.Building brand image (agencies must know their clients’ brand inside out) 2.Informing (usually new businesses – location, trading hours, etc.) 3.Persuading (motivate or encourage the target audience to use the product or service, without comparative advertising) 4.Support other marketing efforts (i.e. direct selling, sales promotion and PR) 5.Encourage action (i.e. ‘call to action’ – buy 1 get 1 free)

7. Four (4) Advertising Theories 1.Hierarchy of effects A buyer moves through six steps before deciding to buy: Awareness - Knowledge - Liking - Preference - Conviction - Purchase 2.Means-end theory If an advertiser uses means such as product attributes, consumer benefits, leverage points, personal values and execution framework the consumer will be led to a purchase-end 3.Leverage Points The feature of an ad that turns the message into a personal value – e.g. “Pay your TV-licence, it’s the right thing to do” (PSA announcement) appealing to people who have a high regard for honesty (a personal value) 4.Verbal and visual images Some messages lean itself to be more effective when visual, while some appeal to the verbal, cerebral proposition / target audience

8. Advertising appeals “Appeal: the quality to make something (a product, service or brand) or someone attractive” 1.Fear These ads reinforce the negative effects of not buying the product or using the service 2.Humour Humour helps the advertising message cut through the clutter 3.Sex Sex sells when used relevantly – e.g. Susan Boyle in sexy lingerie would not necessarily sell her CD’s

9. 4. Musical Deciding between coming up with a catchy jingle or using existing songs as a backdrop to an ad, will depend on the objective and cost. Music is effective because it involves the auditory as well as verbal attention of the target audience. 5. Rational appeal Advertisers focussing on a logical persuasion. It involves reasoning with the target audience. 6. Emotional Appeals Advertisements playing on a person’s sense of happiness, anger, family, friendship, etc. to sell the product.

10. 7. Scarcity appeal “While stocks last”; “Limited edition”; “Never to be repeated” – all of these attract people because of its sense of urgency. People do not want to miss out on the latest, greatest, next-best-thing…and advertisers use this human behaviour to their advantage.