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Advertising Planning and Strategy

Strategic Planning
 The

process of determining objectives, deciding on strategies, and implementing the tactics

 What

you want to accomplish to accomplish the objectives the plan come

 How

 Make

to life

media and other departments of an agency   It outlines the ad strategy – what the ad will say .Advertising Planning  Is the first step in the campaign preparation process An Advertising plan serves as a blueprint for the creative.


 The advertising planner should: 1. Study the Client‟s Brief 2.Prior to campaign planning…. 4. 3. Analyze the Marketing Mix Conduct primary or secondary research Do an in-depth Situational Analysis of the client firm and the industry .

Typical Plan Outline  Situation analysis       Key strategic decisions Setting Advertising Objectives & Strategies Target Audience Positioning Brand Image and Personality Budget    Message strategy Media strategy Evaluation of effectiveness .

The Client Brief  The brief may be defined as a written statement or document from the client to the agency. stating briefly what the advertising is expected to achieve It usually contains the following: A  reason for the brief of the advertising  Aims .

g. “increase store traffic for next weekend‟s sale by 15% over last year”  .Setting Advertising Objectives  It is important for advertisers to know what to expect from a campaign or an ad Specific measurable objectives e.

Examples        To create awareness To communicate information about the brand To create an image To communicate brand position To provide knowledge of new application To associate feelings with brand use To stimulate repeats purchases etc.Advertising Objectives . .

000 prospects in the northern sales region  marketing objective: achieve high level of product understanding in the target market  advertising objective: persuade 15% of targeted prospects to request a free sample Business Product  target market: 2.Examples  Consumer Product  target market: 100.Setting Objectives .000 manufacturers who use electrostatic coating processes  marketing objective: increase market share to 20%  advertising objective: persuade 40% of prospects to request product fact file  .

brand attitude. Consumer characteristics that are specific to purchasing situations – usage level. and preferences  . geographic location and so on.Target Market Decisions   Whom are we addressing? Defining target in terms of age. lifestyles. brand loyalty. income. product usage.

For example……  A cosmetic brand may go in for a „modern‟. working woman The toothpaste market could be segmented on the basis of benefits and we may decide to consider decay prevention or breath-freshener A clothing company may decide to target the style-conscious upper-class women A fizzy soft-drink may be targeted at 12-24 age group    .

Target Audience selection…. milk. red. tea brands need to approach specific audiences with their communication efforts. With many types of tea and different kinds of tea drinkers. according to Twinings tea. however.. younger) with a strong emphasis to teach the less experienced more about tea and the various types. In particular. sales for green. Tea represents the fourth most consumed drink after coffee. Its communication consisted of door-hangers and samples to specific locations and in displays for select retailers . and white teas rose substantially in 2006. The health benefits perceived with tea have recently attracted many young Canadian consumers toward specialty teas. and tap water. herbal and black tea dropped slightly. the well-established brand developed its latest campaign toward newer consumers (i..e. Although the main tea consumer is women over 40.

Positioning  Meant to differentiate the brand from the competition in the mind of the prospect It is the act of designing the company‟s offering and image so that they occupy a meaningful and distinct competitive position in the target consumer‟s minds  ~ Philip Kotler   To succeed. the first step is to position or „situate‟ the brand in the target consumer‟s mind in such a way that in his or her perception of the brand it is distinctive and offers a persuasive customer value better than its competitors  Ries and Trout .

for years  By use or application  Clinic All-Clear: The dandruff-control shampoo .Positioning Decisions  By product features/consumer benefits  Dove: One-quarter moisturizing cream  Margo: Skin-friendly soap  By „price-quality‟  Bajaj Auto: Value-for-money.

Positioning Decisions  By product user  Lux: The soap that film stars use  By product class 7 up: The Uncola  By competitor  Avis car rental : We are number two .

aches. throat. chest. all over the back‟ The rationale behind this was demonstrated in advertising as the famous two-way action: (a) the inside action and the (b) outside action   . sprains etc. Vicks Vaporub was positioned specially as a rub for colds – for children Positioned for use on the „nose..A Positioning Success Story Vicks Vaporub  Whereas balms were multi-purpose ointments used for colds.

g. because each pillow-shaped piece is filled with a minty tasting liquid that squirts into the mouth with the first bite and lasts as long as the gum is chewed” . “Brand X chewing gum is loaded with flavour and offers a unique oral experience.Message Strategy  Spells out what the advertising is expected to communicate  e.

Mini-case  An international fast food chain specializing in Mexican food wanted to double its sales within three years. It decided to try and make consumers choose a type of fast food or brand. first. and in doing so. This was their message strategy for their advertising campaign . make their chain the automatic choice for fast food. The fast food chain decided to attempt to reverse this behavior. Research showed that consumers first decided to go out for fast food and then chose the type of fast food. This was its marketing objective.

       Demonstration Soft sell vs. Hard-sell Comparison Endorsement Problem-solving Slice-of-life Lectures and Dramas .Message Strategy ….

Brand Image  An image may be defined as the total impression of what a person thinks and knows about products or people “ Every ad should be thought of as a contribution to the complex symbol which is the brand image”   ~ David Ogilvy .

Brand Image Decisions  Brand Image is a set of beliefs that customers hold about a particular brand Successful brand images are created over a period of time It is made up of qualities that people associate with the brand    In building a brand image. A man buys a sports car because he may consider himself an adventurous type .g. it is important to make the brand mean something to the consumer  E.

Marlboro cigarettes has conjured up a strong „macho‟ image in consumer‟s minds. This was achieved through illustrations that showed only the most ruggedlooking men – American cowboys. through consistent associations with freshness . these characters told something of his he-man life and explained why he chose Marlboro. In the ads.  Over the years.For example….  The campaigns for Liril soap have built up a powerful image of freshness for Liril.

thrill. risk-taking Less health conscious Socializes in groups Bubbly. indecisive Iced Tea Drinker 25-40 age group Active but not frenetic Open. excitement Adventurous. effervescent Unsteady. but tends to evaluate More health conscious Sociable but more individualistic Energetic but controlled Decision-maker .Brand Personality Example Cola Drinker 18-24 age group Seeks action.

Advertising Budget Decisions  Historical Method Objective Task method Percentage-of-sales method    Competitive Budgets „All-you-can-afford‟ method  .