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Parts of an Advertising Plan
Introduction Situation Analysis Objectives Budgeting Strategy Execution Evaluation TERM 2
Introduction
DEFINITION 2 Executive summary Overview TERM 3
Situation Analysis
DEFINITION 3 Historical context Industry analysis Market analysis Competitor Analysis TERM 4
Objectives
DEFINITION 4 Quantitative benchmarks Measurement methods Criteria for success Time frame TERM 5
Budgeting
DEFINITION 5 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
Strategy
Brand name recognition? Repetition and frequency Rhyming games Trial Use Stimulation? Introductory offers Product guarantees Brand Switching? Value Propositions Product comparisons TERM 7
Execution
DEFINITION 7 Copy strategy Media plan Integrated brand promotion TERM 8
Evaluation
DEFINITION 8 Criteria Methods Consequences TERM 9
Industry Analysis
DEFINITION 9 In an advertising plan, the section that focuses on developments and trends within an industry and on any other factors hat may make a difference in how an advertise proceeds with an advertising plan. TERM 10
Market Analysis
DEFINITION 10 A Market analysis is a documented investigation of a market that is used to inform a firm's planning activities particularly around decisions of inventory, purchase, work force expansion/contraction, facility expansion, purchases of capital equipment, promotional activities, and many other aspects of a company.
Rituals
Repeated behaviors that affirm, express and maintain cultural values. TERM 17
Localized campaign
DEFINITION 17 Advertising campaigns that involve preparing different messages and creative executions for each foreign market a firm has entered. TERM 18
Essential elements of advertising objectives
DEFINITION 18 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. TERM 19
Brand Awareness
DEFINITION 19 Knowing a brand is there creates consideration for buying TERM 20
Top of mind
DEFINITION 20 1st brand that comes to mind
Population of people living in less developed
countries
TERM 22
Where do you get data on demographics of
foreign nations?
DEFINITION 22 U.S> Dept. of commerce & united natoins TERM 23
% of industrialized countries control world's
wealth?
DEFINITION 23 20% TERM 24
% of industrialized countries control world's
wealth and account for what % of
consumption?
DEFINITION 24 75% TERM 25
What challenges must be overcome in
advertising in international settings?
DEFINITION 25 creative media regulatory
