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Advertising Objectives & Planning

Apr 04, 2018

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    Chapter 6

    Advertising Objectives & Planning

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    Advertising Plan should address

    the following issues:

    Who is the target audience?

    What does the firm want to achieve fromthe ad campaign?

    What message should the advertisementconvey & how?

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    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?

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    Advertising Plan

    An advertising plan is something that gives

    a detailed outline of the objectives that an

    advertising campaign has to achieve, the

    strategy to accomplish those objectives,

    and the means to determine the success

    of the campaign.

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    Stage 1: Establishing Objectives

    -General Objectives

    Create awareness and encourage informationsearch

    Persuade/prompt direct action

    Reminding/reinforce

    Relate to needs

    Modify attitudes

    -Sales oriented objectives

    -Communication objectives: Do not ensureimmediate purchase but try to create positive

    image.

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    Stage 2: Selecting the Advertising

    Message

    Soul of an advertisement

    Used to convey product features, utility,

    benefits.

    Various appeals are used.

    Various types of creative strategies are

    used:-Generic, Pre-emptive, USP, Brand image,

    Positioning, Resonance strategy.

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    Stage 3: Setting the Advertising

    Budget

    PLC: Depending on different stages.

    Competition: No. of competitors

    Product Differentiation: Scope fordifferentiation is less-spend more.

    Market Share

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    Stage 4: Developing a Media Strategy

    It refers to the action plan for delivering thecommunication message to the targetsegment effectively.

    -Determining the target audience-Media Selection: Selecting the right media

    & media vehicles.

    -Media Scheduling: Determining the time &frequency of the campaign.

    -Media Buying: Buying of time on any media

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    Stage 5: Evaluating Advertising

    Effectiveness

    Evaluate the level of change brought

    about in consumers

    -Awareness

    -Knowledge

    -Preference

    -Sales

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    Selecting an Advertising Agency

    The quality of the people assigned Agreement between agency & company

    on advertising objectives.

    Reputation of the agency Interaction b/w agency & company at

    creative stage.

    Compatibility of the agency & companypeople.

    Creativity of the agency staff.

    Stability of the advertising agency.

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    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

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    The Advertising Production Process

    Conceptualization: Decide on the ad obj.,

    target market (PDM & PDI), budget, message,

    media strategy.

    -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

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    The Advertising Production Process

    Execution: Implementation of strategies

    formulated in the conceptualization stage.

    -Creation of an advertisement: message,

    illustration of ideas and getting them

    approved.

    -Production: Differs from media to media

    Evaluation: Pre Testing & Post Testing

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