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Chapter 6

Advertising Objectives & Planning

Advertising Plan should address the following issues: • Who is the target audience? • What does the firm want to achieve from the ad campaign? • What message should the advertisement convey & how? .

Advertising Plan should address the following issues: • How much resources should be committed to implement the ad campaign? • Which media should be used to reach the target audience? • What should be the criteria for evaluating the effectiveness of a campaign? .

. the strategy to accomplish those objectives. and the means to determine the success of the campaign.Advertising Plan • An advertising plan is something that gives a detailed outline of the objectives that an advertising campaign has to achieve.

Stage 1: Establishing Objectives -General Objectives • Create awareness and encourage information search • Persuade/prompt direct action • Reminding/reinforce • Relate to needs • Modify attitudes -Sales oriented objectives -Communication objectives: Do not ensure immediate purchase but try to create positive image. .

• Various types of creative strategies are used: -Generic. Brand image. utility. Pre-emptive. Positioning. Resonance strategy. USP. . • Various appeals are used.Stage 2: Selecting the Advertising Message • Soul of an advertisement • Used to convey product features. benefits.

• Market Share . of competitors • Product Differentiation: Scope for differentiation is less-spend more. • Competition: No.Stage 3: Setting the Advertising Budget • PLC: Depending on different stages.

Stage 4: Developing a Media Strategy • It refers to the action plan for delivering the communication message to the target segment effectively. -Media Scheduling: Determining the time & frequency of the campaign. -Media Buying: Buying of time on any media . -Determining the target audience -Media Selection: Selecting the right media & media vehicles.

Stage 5: Evaluating Advertising Effectiveness • Evaluate the level of change brought about in consumers -Awareness -Knowledge -Preference -Sales .

• Creativity of the agency staff. • Reputation of the agency • Interaction b/w agency & company at creative stage. • Stability of the advertising agency. .Selecting an Advertising Agency • The quality of the people assigned • Agreement between agency & company on advertising objectives. • Compatibility of the agency & company people.

The Briefing Process • A good brief should contain: -Project management -Present Situation/Background -Desired Situation -Plan of action -Target Groups -Parameters for measurement -Practicalities -Approvals .

message.. media strategy. budget.The Advertising Production Process • Conceptualization: Decide on the ad obj. -Target audience can also be defined through: (a) Need identification (b) Factor identification (Demographic & Psychographic) (c) Select the audience (d) Position the product (e) Decide on the advertising budget . target market (PDM & PDI).

illustration of ideas and getting them approved. -Creation of an advertisement: message.The Advertising Production Process • Execution: Implementation of strategies formulated in the conceptualization stage. -Production: Differs from media to media • Evaluation: Pre Testing & Post Testing .