2Purpose of an Advertising Plan: Advertising Plan: Describes the thinking and tasks needed to achieve a successful advertising campaign that fits into the advertiser’s marketing strategy.All decisions made during the creation of an advertising campaign must fit into the advertising plan.
3Components of an Advertising Plan IntroductionSituational AnalysisObjectivesBudgetStrategyExecution MethodsEvaluation
4IntroductionPresents an executive summary and overview of the entire plan.Executive Summary: Summarizes the most important parts of the advertising plan.Similar to a summary of an entire book.Can be two paragraphs to two pages in length.Overview: Summarizes important information in each section of the document.Similar to a summary of each chapter in a book.
5Situational AnalysisDescribes the factors that influence the advertising plan.Reviews the company and product history.Evaluates the product’s strengths and weaknesses.Defines the target market.Evaluates the competition.
6Objectives 1. Increase consumer awareness of brand. Describes the goals that the advertising should accomplish.Sample goals/objectives:1. Increase consumer awareness of brand.2. Change consumer attitudes about the product.3. Promote replacement of outdated products with new products using new technology.4. Persuade consumer to try a sample of product.5. Convert occasional user of product to regular user.6. Persuade consumers to switch from a competitor’s product.7. Increase sales.
7ObjectivesAn objective must be clearly stated and include criteria to measure the success of the campaign. Example: Based on surveys completed at the conclusion of the three week advertising campaign, McKnight Advertising Agency will increase brand recognition from 50% to 55%.
8BudgetIdentifies the amount of money that will be spent on advertising and the method used to calculate the amount.Budget methods:Affordable MethodHistorical MethodPercent of Sales MethodShare-of-Voice MethodObjective and Task Method
9Affordable Method The advertiser spends what it thinks it can afford. Commonly used by small, inexperienced businesses.Disadvantages:Poor method of setting a budget because the advertiser doesn’t know if it is spending too much or too little.
10Historical MethodThe amount of the current budget is based on the amount the advertiser was able to afford the previous year.Ex. (Last year’s budget) x (Inflation) =Current BudgetDisadvantages:Generally not recommended because the budget does not take into account changes made to the business since last year (i.e. competition).New businesses cannot use this method
11Percentage of Sales Method Amount of current budget is based on % of last years sales or anticipated sales.Commonly used by large companies.Higher % of budget is used on new productsIt costs more to build a consumer’s awareness of a new product. (10%-35%)DisadvantagesCould lead to overspending on budget or decrease in advertising due to low sales.
12Share-of-Voice Method Based on the idea that if you spend more than your competition consumer’s will be more aware of your product than your competitor’s.Many companies use this method.Disadvantages:Your competitor’s spending information may be impossible to obtain.The same amount of money will not automatically create a campaign of the same quality.Your competitor may have a different objective, requiring a different budget.
13Objective and TaskThe only method that uses the relationship between what you want to accomplish and what you want to spend.Objectives must be specific and clear.Costs are based on the level of the objective (or task) you want to accomplish.Disadvantages:Obtaining each level of your objectives will require a different spending level.
14StrategyIdentifies how the advertising plan objectives will be accomplished.Involves:Identifying the target marketSelecting a positioning strategyChoosing the type of advertisement
15PositioningThe process of making an advertiser’s product different from other products in the consumer’s mind.Benefit positioning: Selects a single benefit that users might believe is important.User positioning: Demonstrates how the product will fit into consumer’s lifestyle.Competitive positioning: Focuses on the differences between your product and other similar products
16Choose the Type of Advertising Brand AdvertisingInformative AdvertisingComparative AdvertisingDefensive AdvertisingPersuasive Advertising
17ExecutionIdentifies where, when, and how the ad will be placed in the appropriate media.
18EvaluationDescribes the tests and criteria that will determine the success or failure of the advertising campaign. Return on Investment: The amount you earn from the money you spend.
20Hierarchy of Change Change Purchase Behavior Believe Product Claims Awareness and RecallChange AttitudeBrand Preference
21Evaluation Measurement Tools Awareness and Recall TestingUnaided recall: “Do you remember any commercials you saw on T.V. last night?”Aided recall: “Tell me what you think of when you hear the work ‘Nike.’”Mall Intercept MethodMail QuestionnairesTelephone SurveysConsumer PanelsTracking Studies