9/26/2022

MKT 3233 Advertising Management

Advertising Planning and Decision Making

Eranjana Kathriarachchi
Department of Marketing
Faculty of Management & Finance
University of Colombo

Advertising Planning
• Advertising planning involves planning, executing,
evaluating and controlling the use of advertising to
effectively communicate with target audience
• A marketer must plan on different tools that are to
be used to achieve expected objectives and how to
allocate required resources
• Advertising planning like any other function
involves a systematic planning

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Advertising planning and decision

making framework
Situation Analysis

Marketing Program

Advertising Plan

Implementation

Evaluation and Feedback

Situation analysis
• Strategic position of the company against the
internal and external factors (ex; SWOT analysis)
• It can also be the managerial experience, implicit
knowledge about the markets or by way of
research.
• Consumer and market analysis
• Competitive analysis (relative perceptual positions
of competitive brands)

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Key themes relevant for a situation

analysis
• Nature of demand
• Understanding the consumer with “What they
want?” and “how they buy it?”
• The potential market expansion
• Nature of competition
• Environment
• Stage of product life cycle
• Cost structure
• Capabilities of the entity

Key themes relevant for a situation

analysis

Source: Belch et al. (2009)

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The marketing program

• The marketing program is all about the planning,
implementation and controlling of the marketing
function
• The marketing program will include a statement of
marketing objectives for the organization
• Marketing program is based on the marketing mix
to achieve intended objectives
• The marketing program set out the strategy and
tactics for each element in the marketing mix

The marketing program contd.

• Budgetary allocation based on the relative
effectiveness of each element in the marketing mix
i.e. budgets are allocated to activities that produces
the greatest incremental sales value.
• Once the allocation is done integration of mix
elements important and the communication mix is
imperative

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Advertising plan
• Advertising plan is developed after assessing the
role of advertising in the overall marketing plan
• There are three critical tasks associated in the
advertising planning and decision making;
i. Objectives and target selection
ii. Message strategy
iii. Media strategy
• The planning requires generating and specifying
alternatives and selecting the best alternative

Advertising plan contd.

• For an established brand it is about having a look
back on what have been done so far
• For a new brand, each aspect of the new plan will
need new thinking and research
• The process involves establishing objectives and
assessing the message and media strategies along
with the tactics

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Objectives and target selection

• Objectives are an important element in planning as
it provide valid indicators to measure results
• During this phase specific target audience need to
be specified
• Advertising objectives focus on sales as well as
other factors such as brand awareness, image and
patronage
E.g., enhancing brand awareness/ patronage etc.

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Message strategy
• This is about what exactly a marketer need to
communicate to the target audience
(i.e. brand personality, feelings, benefits etc.)
• Then the marketer should decide on the most
effective way of communicating the intended
message
• This involves attention, comprehension, perceptual
processes, brand personality etc.

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Media Strategy
• This involves deciding what type of media to be
used to communicate the message
• The overall advertising budget need to be allocated
among different types of media that will be used
for advertising
• Medial planning involved understanding the reach,
frequency, learning of decay in different types of
media

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Media Strategy
• Three rules in selecting media suggested by Kim T.
Gordon
# 1: eliminate waste. The key to selecting the right media
source is to choose the source "that reaches the largest
percentage of your particular target audience with the least
amount of waste."
# 2: follow your customer. Here again, the objective is to go to
the sources used most by your target market, especially a
source that that audience looks to for information about your
type of product or service.
# 3: buy enough frequency. It is "essential to advertise
consistently over a protracted period of time to achieve
enough frequency to drive your message home."

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Implementation
• Selection of facilitating institutions
• Several qualitative aspects become important in
this selection such as quality of creative personnel,
reputation, integrity, mutual understanding,
interpersonal relations and synergism.
• Social factors - perceptions, identities etc.
• Legal factors - deceptive adv., ethical considerations
and health concerns
• Global factors – developments in multinationals

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