Advertising Planning Process

Brand Positioning

Target Market

Advertising Objectives

Budget Decisions

Creative Strategy

Media Strategy

Campaign Evaluation

Steps:
Analysing the market 2. Determining advertising objectives 3. Establishing budgetary and control system 4. Developing advertising strategy for:
1.
1. 2.

Selecting media Creating messages

Coordinating advertising with other promotional and marketing methods 6. Evaluating results
5.

The process of advertising campaign planning in detail

Launch into Dynamic world The market place Marketing objectives

Coordinate with Other methods

Evaluate Post test

Evaluate pre test

Advertising objectives

Create and produce ads Translate into consumer terms Creative strategy, media And message

Budget

Step 1: Analyse the market

1. Determining the demand factors.
2. Identifying the target group. 3. Assess the competition 4. Legal and regulatory environment

Step 2: Determining advertising objectives

Defining the Marketing Objectives: Decide what the

marketing objectives is out to achieve in terms of:

Increase sales of brand x Increase market share Generate 500 new enquiries each

month Increase distribution penetration Establish a network of distributors

 Defining the communication objectives: Decide what

the communication objectives is out to achieve in terms of:

Increasing brand awareness

Positioning the service as the friendliest on the market

Repositioning Guinness from an old mans drink to a young mans drink Maintaining brand x as the preferred brand

Step 3: Establishing the budgetary and control system

Advertising budget is a plan for financing certain

future advertising operations Mostly a fund will be allocated to this purpose to marketing department Within this fund they try to do media selection and other advertising expenses An advertising budget must be flexible to change according to changing marketing conditions

Step 4: Developing advertising strategy

How we get there- how the objectives are achieved.

Strategy drives the tactics in the same direction Adverting strategy must encompass the totality of what a product or service is and how it is sold to the consumer
The strategy should also include selection of target

markets, positioning, selection of communication tools, sequence of communication tools (are different tools used at different stages?), time scales media selection and creating messages

Examples of such strategies include:

The Tupperware A direct response campaign that combines

personal selling in party format and toll free numbers and catalogues.

The IBM Position the business as a solution provider for all

your computing problems, e.g. conferences, published papers, training awareness days etc. that is happy to deal directly with customers.

Daewoo Cars Position Daewoo as a customer focused firm

Step 6: Coordinating advertising with other promotional and marketing methods

For an advertising program to be successful, elements

as production, delivery and inventory must be integrated with the advertisement plan An advertising planning must consider to get the maximum cooperation from distributors, dealers and salespeople

Step 5: Evaluating advertising results

Pretesting: It is a research technique which determines

the reaction to advertising by a representative sample of the target market before . The goal of pretesting is to eliminate errors or weaknesses in program design before considerable sums of money are invested

 Post testing:

This is done only after a full commitment to a creative approach and a schedule of media has been made . The objective is to ensure that future campaigns will be more effective .

Step 6: Execution of the advertising program

Planning of the advertising program is the joint

responsibility of advertiser and advertising agency Execution part is the responsibility of the agency