Planning Advertising and Integrated Brand Promotion |, Study notes of Accounting

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Chapter 8

Planning Advertising and

Integrated Brand Promotion

PPT 8-

2

Advertising Plan and Its

Marketing Context

Ad Plan

Specifies thinking and tasks needed to conceive and implement an effective advertising effort

Marketing Plan

4

Advertising Plan Components

Introduction

(^) Executive summary  (^) Overview Situation Analysis

(^) Historical context  (^) Industry analysis  (^) Market analysis  (^) Competitor Analysis

5

Historical context

is an important

consideration in

developing an

advertising plan

for a brand.

Historical context

is an important

consideration in

developing an

advertising plan

for a brand.

Ad in Context Example

7

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.

8

Advertising Plan Components:

Objectives

Characteristics

of Workable

Objectives

(^) Quantitative benchmarks  (^) Measurement methods  (^) Criteria for success  (^) Time frame

10 Determine cost based on build-up analysis

• Production costs
• Ancillary costs
• Other promotion/IBP
• Reach
• Frequency
• Time frame
• Media Compare costs against industry and corporate benchmarks Reconcile and modify budget Determine time Frame for payout Implementing Objective and Task Budgeting

11 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

13

Advertising Plan Components

Execution

(^) Copy strategy  (^) Media plan  (^) Integrated brand promotion Evaluation

(^) Criteria  (^) Methods  (^) Consequences

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