Advertising Campaign Planning

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Advertising Campaign Planning
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1. Appraising Ad Opportunity

• Before planning determine whether advertising
  has role in market situation
• Five Conditions for ad opportunity
• 1. Favorable primary-demand trend
• 2. Good chance of product differentiation
• 3. Presence of hidden qualities
• 4. Powerful emotional buying motives
• 5. Adequacy of funds

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2. Analyzing the Market

• Critical decision TARGET MARKET
• Define the market for your product
• Market objectives answer these questions
• Where do we want to be?
• Whom do we want to reach (target market)?
• What response do we want?

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3. Advertising Objectives

• Advertising objectives must be clearly
  distinguished from marketing objectives
• Define Goals Objectives
• Objectives are broad, long-range endeavors
• Goals are immediate, short-term objectives that
  are specific as to time and degree

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3. Advertising Objectives

• Examples
• Objectives
• Marketing to sell products
• Advertising to create brand preference for
  product
• Goals
• Marketing to achieve 12 market share in 2004
• Advertising to establish 20 brand preference
  with 3 million consumers in 2004

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3. Advertising Objectives

• Four elements of Ad Campaign Objectives
• 1. The Basic Message to be delivered
• 2. The Audience
• 3. The intended Effect(s)
• 4. The specific Criteria to Measure the success
  of the campaign

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3. Advertising Objectives

• Ultimate responsibility for all goals and
  objectives rests with the management of the
  company doing the advertising.

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4. Budget Control

• Once ad objectives are known, we need the funds
  () to do the job

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4. Budget Control

• Advertisings portion gets further divided
  different product, markets, media, time

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4. Budget Control

• A budget is only a plan for future advertising
  operations
• Flexibility is a key factor in a realistic budget
• Unfortunately, ad budgets get trimmed easily
  when the marketplace becomes volatile

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4. Budget Control

• Advertising budget is an investment
• When this happens, ad programs become carefully
  planned and executed
• Advertising contributes to
• Product or brand image
• Builds goodwill
• Creates acceptance for future products
• Image of the advertiser

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5. Developing the Strategy

• Objectives describe the intent of the
  advertising once laid down, its time to develop
  appropriate strategies to accomplish them
• Strategy issues arise in two major areas
• Selecting media
• Creating advertisements

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5. Developing the Strategy

• Strategy is a military term
• Greek--literally means generalship
• Also, an ingenious design for achieving an end
• Advertising Strategy
• Is creativity applied to knowledge for the
  purpose of finding the most effective way of
  achieving an end

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5. Developing the Strategy

• Selecting Media
• Identify the target audience or market
• Match audience, medium, and media habits of
  persons in the target-market group
• Costs of time/space in media absorb budget
• Effective advertising messages to the greatest
  number of prospects at lowest cost

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5. Developing the Strategy

• Creating the Advertising Message
• Ad message at core of ad campaign/plan
• ANA excellent message 10 times greater than
  mediocre message
• Message content can maximize ad dollars
• Creating ad message is a primary function of
  advertising agencies (other main function is
  media buying and placement)

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5. Developing the Strategy

• Creating the advertising blueprint
• What business goals do we seek to accomplish?
• What kind of people do we now sell to? What kind
  should we sell to?
• How do those people now think, feel, and believe
  about our product, company and competition?

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5. Developing the Strategy

• Creating the advertising blueprint
• What do we want those people to feel, think, and
  do?
• What key thought can we put into those peoples
  minds to make them think, feel, and believe?
• What tone of voice will get those people to hear
  and believe us?

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5. Developing the Strategy

• The Campaign Theme
• Concentrate or emphasize a certain selling idea
  or theme
• Every ad campaign should have a basic theme that
  reflects the campaign objective
• They may or may not incorporate the whole USP
  Unique Selling Proposition (or Point)
• Without a theme for continuity, the campaign
  becomes a collection of unrelated messages

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6. Integrating Marketing Mix

• Advertising, to be fully effective, needs support
  from all marketing channels
• Manufacturing
• Research Development
• Distribution
• Sales Distributors

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7. Evaluating Ad Results

• Pre-testing begins as soon as campaign is
  underway (simulates marketing environment)

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7. Evaluating Ad Results

• Pre-testing begins as soon as campaign is
  underway (simulates marketing environment)
• Used to correct ad format or expectations

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7. Evaluating Ad Results

• Pre-testing begins as soon as campaign is
  underway (simulates marketing environment)
• Used to correct ad format or expectations
• Goal is to eliminate errors before spending large
  sums of money

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7. Evaluating Ad Results

• Post-testing done only after full commitment to
  a creative approach and media schedule has been
  made
• Objective is to ensure future campaigns will be
  more effective

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7. Evaluating Ad Results

• Advertising testing can be isolated to the ad or
  any of its elements
• Headline idea
• Basic theme
• Illustrative treatment
• Photography

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7. Evaluating Ad Results

• Actual testing is carried out by the ad agency,
  an independent research firm, or by an in-house
  advertising/marketing department

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Concludes Ad Campaign Planning

• References
• Advertising by Wright, Winter, Zeigler
• Absolut Book by Richard W. Lewis