1. Module -2

2. Situation Analysis Opportunity analysis: to spot and capitalize on favorable demand trends Competitive analysis: to achieve and maintain a “competitive advantage” Target market selection – examples of target marketing Marketing plan (4Ps)

3. 3 The Advertising Plan An Advertising Plan Matches the Right Audience to the Right Message and Presents It in the Right Medium to Reach That Audience & Has Three Elements. Targeting the Audience : Whom are you trying to reach? Message Strategy : What do you say to them? Media Strategy : When & where will you reach them?

4. 4 The Advertising Planning Cycle 1. Where are we? 2.Why are we there? 3.Where could we be? 4. How could we get there? 5. Are we getting there?

5. Advertising Planning and Decision Making Situation Analysis Marketing Program Advertising Plan Implementation The Communication/ Persuasion Process Consumer/Market Analysis Competitive Analysis Role of Advertising, Sales Force, 4p’s Objectives/Segmentation/Positioning Message Strategy Media Strategy “Facilitating” Agencies Social and Legal Constraints

6. The Advertising strategy Deciding ‘what are we really selling’ Identifying the target customers/audience Identifying the problem of potential customers Nature of advertising- aggressive or dignified, traditional or competitive, emotional or fact. Expected customer response

7. Additional features need emphasis- focus apart from USP. Stage of product life cycle

8. Campaigns: Advertising Campaigns “Advertising is a team sport!” “Advertising is a team sport!” - an advertising team works together to develop and implement an advertising campaign. As they say, “advertising is a team sport.”

9. l Structured and sequential activities l An imaginative re-integration of new and existing factors l Shared objectives and strategies l Structured and sequential activities l An imaginative re-integration of new and existing factors l Shared objectives and strategies

12. What were the common elements? 1. ____________________________ 2. ____________________________ 3. ____________________________ 4. ____________________________ 5. ________________________ What were the common elements? 1. ____________________________ 2. ____________________________ 3. ____________________________ 4. ____________________________ 5. ________________________ Advertising Campaign: graphic look strategic message benefit statement brand personality executional elements – the ZOO ZOO

13. n A Ten Part Process Planning n Evaluation 1. Situation Analysis 2. Research 3. Problems & Opportunities n Goal Setting 4. Marketing Objective 5. Budget n And then... n Evaluation 1. Situation Analysis 2. Research 3. Problems & Opportunities n Goal Setting 4. Marketing Objective 5. Budget n And then...

14. n A Ten Part Process n Building the Plan 6. Strategies 7. Advertising Creative 8. Media 9. Sales Promotion + Other appropriate “IMC” plans and strategies n Building the Plan 6. Strategies 7. Advertising Creative 8. Media 9. Sales Promotion + Other appropriate “IMC” plans and strategies 10. Evaluation n Now let’s go step by step…

15.  Also called Background Review  It’s a Summation of current knowledge:  Current Users  Seasonality  Geography  Creative Requirements  Competitive Review  Also called Background Review  It’s a Summation of current knowledge:  Current Users  Seasonality  Geography  Creative Requirements  Competitive Review 1. Situation Analysis l And anything else that might help you understand your situation.

16.  You do Secondary Research first  You do Primary Research second  Research is usually in these tWO areas:  Target Audience  Improve Understanding, Gain Insight  Factors That Motivate Purchase Behavior  You do Secondary Research first  You do Primary Research second  Research is usually in these tWO areas:  Target Audience  Improve Understanding, Gain Insight  Factors That Motivate Purchase Behavior 2. Research

17.  Also known as a “SWOT” Analysis  Strengths, Weaknesses, Opportunities, Threats  “For every problem there is an opportunity”  Understanding problems is a critical skill  Identify the right problem and you’re on the road to the solution  And, whatever you do…  Also known as a “SWOT” Analysis  Strengths, Weaknesses, Opportunities, Threats  “For every problem there is an opportunity”  Understanding problems is a critical skill  Identify the right problem and you’re on the road to the solution  And, whatever you do… 3. Problems & Opportunities n Don’t solve the wrong problem!

18.  The Marketing Objective is a number 4. The Objective n It is the goal of your marketing activities l Usually, it is a sales or volume goal l It may be difficult to get to, but the final answer is simple and measurable. n It is the goal of your marketing activities l Usually, it is a sales or volume goal l It may be difficult to get to, but the final answer is simple and measurable.

19.  Determining a budget usually involves asking two very important questions: 5. The Budget l How much will it take? l How much do we have? l How much will it take? l How much do we have?

20.  Marketing Strategies state how you will fulfill the Objective  The Marketing Strategies become discipline-specific objectives for…  Advertising Creative  Advertising Media  Sales Promotion and Public Relations  Marketing Strategies state how you will fulfill the Objective  The Marketing Strategies become discipline-specific objectives for…  Advertising Creative  Advertising Media  Sales Promotion and Public Relations 6. Strategies

21.   A Sample Creative Strategy Template:  To convince:___________________  To use:___________________  Instead of:___________________  Because:___________________   A Sample Creative Strategy Template:  To convince:___________________  To use:___________________  Instead of:___________________  Because:___________________ n Creating The Advertising Message: 7. Advertising Creative Target Audience Brand/ProductCompetition Brand/ProductCompetition Factors that influence purchase behavior + (Target Audience Insight)

22.  A Sample Creative Strategy:  To convince:___________________  To buy:___________________  Instead of:___________________ :___________________  Because:___________________  A Sample Creative Strategy:  To convince:___________________  To buy:___________________  Instead of:___________________ :___________________  Because:___________________ n n Creating The Advertising Message: 7. Advertising Creative Adults 35-54 Volkswagen Other cars Adults 35-54 Volkswagen Other cars Volkswagen will last a long time

23.   To convince:___________________  To buy:___________________  Instead of:___________________  Because:___________________   To convince:___________________  To buy:___________________  Instead of:___________________  Because:___________________ n Creating The Advertising Message: Planning 7. Advertising Creative Adults 35-54 Volkswagen Other cars Adults 35-54 Volkswagen Other cars Volkswagen will last a long time

24.  Media Objectives usually include:  Target Audience  Geography  Seasonality  Reach or Frequency objective  The Media Plan will work to achieve those objectives in the most efficient way.  Media Objectives usually include:  Target Audience  Geography  Seasonality  Reach or Frequency objective  The Media Plan will work to achieve those objectives in the most efficient way. 8. Advertising Media

25.  Sales Promotion =  Tangible motivation to buy  An incentive  To both consumers and the trade  Public Relations =  3rd party endorsement (reviews, etc.)  Not Corporate PR (CPR)  Sales Promotion =  Tangible motivation to buy  An incentive  To both consumers and the trade  Public Relations =  3rd party endorsement (reviews, etc.)  Not Corporate PR (CPR) 9. Sales Promotion & PR

26.  It starts and ends with Research  Methods for evaluating the plan.  Input/learning for next year’s plan  Methods include:  Tracking studies  Attitude, usage, and awareness studies  It starts and ends with Research  Methods for evaluating the plan.  Input/learning for next year’s plan  Methods include:  Tracking studies  Attitude, usage, and awareness studies 10. Evaluation