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By Sindhu Sara Samuel
1. Analysing the market
2. Determining advertising objectives
3. Establishing budgetary and control system
4. Developing advertising strategy for:
1. Selecting media
2. Creating messages
5. Coordinating advertising with other promotional and marketing
6. Evaluating results
The process of advertising
campaign planning in detail

Launch into The market place

Dynamic world
Marketing objectives

Coordinate with posttest
Other methods Advertising

Create and
produce ads Budget
Translate into Creative strategy,
consumer terms media And message
Step 1: Analyse the market
• 1. Determining the demand factors.
• 2. Identifying the target group.
• 3. Assess the competition
• 4. Legal and regulatory environment
Step 2: Determining advertising
• Defining the Marketing Objectives: Decide
what the marketing objectives is out to
achieve in terms of:·
– Increase sales of brand x·
– Increase market share· Generate 500 new
enquiries each month· Increase distribution
– Establish a network of distributors
• Defining the communication objectives:
Decide what the communication objectives
is out to achieve in terms of:·
– Increasing brand awareness·
– Positioning the service as the friendliest on
the market· Repositioning Guinness from an
old mans drink to a young mans drink·
– Maintaining brand x as the preferred brand·
Step 3: Establishing the budgetary
and control system
• Advertising budget is a plan for financing certain
future advertising operations
• Mostly a fund will be allocated to this purpose to
marketing department
• Within this fund they try to do media selection
and other advertising expenses
• An advertising budget must be flexible to change
according to changing marketing conditions
Step 4: Developing advertising
• How we get there- how the objectives are achieved.
Strategy drives the tactics in the same direction
• Adverting strategy must encompass the totality of
what a product or service is and how it is sold to the
• The strategy summarises the tactics, by helping to
harmonize and integrate all tactical communication
• The strategy should also include selection of target
markets, positioning, selection of communication
tools, sequence of communication tools (are
different tools used at different stages?), time scales
media selection and creating messages
Examples of such strategies
• The Tupperware A direct response campaign that
combines personal selling in party format and toll free
numbers and catalogues.·
• The IBM Position the business as a solution provider
for all your computing problems, e.g. conferences,
published papers, training awareness days etc.·
• Daewoo Cars Position Daewoo as a customer focused
firm that is happy to deal directly with customers.
– Stage 1. Build customer credibility through TV and motoring
– Stage 2. Develop dialogue with customers about current issues
about car ownership
– Stage 3. Launch brand· NTLCreate and educate the market ( get
customers predisposed to consider cable from NTL.
Advertising will concentrate on building and managing
customer relationships and acquisition.
Step 6: Coordinating advertising with
other promotional and marketing
• For an advertising program to be
successful, elements as production,
delivery and inventory must be integrated
with the advertisement plan
• An advertising planning must consider to
get the maximum cooperation from
distributors, dealers and salespeople
Step 5: Evaluating advertising
• Pretesting: It is a research technique
which determines the reaction to
advertising by a representative sample of
the target market before . The goal of
pretesting is to eliminate errors or
weaknesses in program design before
considerable sums of money are invested
• Posttesting:

This is done only after a full commitment to a

creative approach and a schedule of media ahs
been made . The objective is to ensure that
future campaigns will be more effective .
Step 6: Execution of the advertising
• Planning of the advertising program is the
joint responsibility of advertiser and
advertising agency
• Execution part is the responsibility of the
Advertising Research
Marketing research
• Marketing research is the systematic gathering,
recording and analysing of data about problems
relating to the marketing of goods and services
• It plays a significant part n product formulation,
packaging, new product introductions and
advertising copy.
• Marketing research when directed at the
advertising copy decision is referred as
advertising research
Advertising research
• It is a subsystem of marketing research
• Information gathered via market research
is used up the advertiser and advertising
agency for campaign planning.
Research procedure
• Defining the problem
• Collecting secondary or available data
• Collecting primary or orginal data
• Compiling and collating data
• Interpreting the findings
Creative research
• It is a part of advertising research
• It applies to the development and
evaluation of the agency’s creative
product[ ads]
• It applies to the creation of advertisement
Three stages of creative research
• Developing copy strategy
• Pretesting individual advertisements- TV,
• Evaluating the cumulative effects of
advertising campaign