1. Defining advertising objectives and strategy Yeshin (2006), chapter 9

2. Learning outcomes At the end of this topic, you will be able to: Identify the key components of a brief Describe the key characteristics of advertising objectives Identify a number of approaches to budget planning 2

3. What is a brief? 3

4. The creative brief - the basis of advertising development 4

5. The creative brief Guidance for creative department Should be clear in terms of what the client wants to achieve Should provide useful and interesting background information (Ideally) should contain a creative-inspiring ingredient Succinct Easily understood Summarises research findings and other key information Framework for evaluating ideas that come from creative department 5

6. The creative brief – what should it contain (see Yeshin, 2006:276) The role of communications (context) The target audience Consumer insight – specification of some aspect that ‘will differentiate the brand from its competitors based on a detailed understanding of the consumers’ needs and wants.’ (can be an emotional need) The proposition – specific message to be conveyed Desired response 6

7. The creative brief – what should it contain cont’d…… Reasons to believe Brand personality Tone of voice Executional considerations/mandatory inclusions 7

8. Components of the brief Client/Client contact info Project name Prepared by (person responsible for brief) Approved by (client and agency rep) Background/Overview Objective, purpose of ad Target audience What’s the single most important thing we want to say Supporting rational and emotional reasons to act or believe Desired response Mandatory elements, helpful information and insights Schedule 8 Cooper, Alan (2006), How to plan advertising, 2 nd edition, Thomson

9. Successful briefing Cooper, Alan (ed), 1997, How to plan advertising, 2 nd edition, Thomson 9 Clarity

10. Successful briefing 10

11. Successful briefing 11

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14. So why have objectives when working on an advertising campaign? 14

15. Types of objectives Sales/marketing-oriented objectives – Set targets in terms of quantifiable results as measured against sales, market share, distribution achievements & customer contacts. – To sell product or service – See A&P expenditure as investment of scarce resources needs economic justification – A&P should produce measurable results 15

16. Problems with sales objectives What about the other variables in the marketing mix Sales are a function of many variables Effects of advertising & the extended period 16

17. Where sales objectives are appropriate  Some promotions are action oriented  Most SP programmes aim to generate short- run increases in sales  Direct-response advertising  Retail advertising  Repositioning established brands 17

18. Communications objectives – Set targets in terms of creating a good impression & to move the target audience further up the hierarchy of effects model. 18

19. Communications objectives Brand knowledge and interest Favourable attitudes & image Purchase intentions Creation of favourable impressions 19

20. Problems with communications objectives  Difficult to measure success  Can take longer to reap the rewards  What constitutes adequate levels of awareness, knowledge, liking, preference, conviction?  Reliance on brand manager’s personal experience to do the above 20

21. Some real examples of objectives “To increase brand salience” “Increase sales by 14% versus 2012” “To launch the Millionaire Raffle product in a way that facilitated a speedy understanding of its distinctive nature” “Improve attitudes to seatbelt wearing, compared to pre- campaign benchmarks” “To arrest the decline in Guinness volumes and begin to build back volume in the new drinking landscape.” “To recruit new regular drinkers.” “To grow the value of the market by 5%” “To open a two way dialogue with teenagers.” (Adapted from IAPI Advertising Effectiveness Awards, 2008) 21

22. Approaches to budget planning Percentage of sales Percentage of product gross margin Competitor parity/competitive expenditure Desired share of voice Media inflation Objective and task method/build-up approach Experimentation Affordability New products 22

23. Should you advertise more or less in the following circumstances: In a recession? When consumers are familiar with/loyal to the brand? When the advertising message is complex? When there is a lot of advertising clutter? 23

24. Small budgets – circumventing the disadvantages Campaign amplification (e.g. Club Orange, WiMax, Paddy Power) Selective and focused targeting Piggy-backing (Yeshin, 2006, p267) 24

25. Establishing the budget FromTo Budget as an expense…..as an investment Cutting into profits …contributing to sales & market share Cutting expenditure…spending in a recession in a recession Blinkered approach…strategic approach 25