WELCOME TO CAMPAIGN PLANNING aka ADVERTISING STRATEGY a plan is vital

A PLAN IS VITAL
those who obtain the greatest return on advtg. investment are those who have : - a well conceived, well developed plan - they known why they are advtg. - to whom and - what results are expected
essential to integrate advtg. into overall promo plan

A diamond is forever

THE ADVERTISING CHAMPAIGN

Developing the right sales message Setting that message to the right audience At the right time At a reasonable cost

Absolut Fun

THE MARKETING PROCESS

Evaluation of Mktg. environment Development of short/long term objectives Strategic planning Mktg opportunity analysis Target market selection Mktg. mix strategy Development of formal mktg. plan

STRATEGIC PLANNING

MARKETING PLAN
Company mission, scope & goals Situation analysis Current mktg. organization Mktg. objectives Mktg. strategies, policies, procedures Mktg. Progress Schedule/assignments Personal plan Budgets Proforma P/L & balance sheet Contracts / continuity

ADVERTISING PLAN
Situation analysis Mktg. goals Advertising recommendation Media recommendation Sales promotion recommendation Budget Evaluation method

COMMUNICATION & ADVERTISING

Individuals communication Interpersonal communication

YOUR AUDIENCE :

HOW ADVTG. WORKS

Some Theories

THE BEHAVIORIST APPROACH

2 dominant schools - classical conditioning repetitions exposure of advtg. to create brand image - instrumental conditioning tours on reward & punishment used to persuade people to learn correct response.

COGNITIVE LEARNING
People actively involved in leering Consumers as goal oriented trying to fulfill needs Service of interviewing variables in consumers mind : Perception, benefits, attitude, motivation

SOCIETAL LEVEL THEORIES

- Diffussion Theory Uses structure of step how models, Focus on how whom communication helps disseminate innovation Major components : diffusion, adoption, communication , adoption units, innovation & true. Opinion leadership central to the concept

AGENDA SETTING
- Advtg. focuses attention on what products brands & attributes to think about us opposed to persuade consumers what to think of them

DEMAND
- purchasing effects of consumers on products/services - demand illustrated by series of curves - shows relationship of sales to price/availability - advtg. campaign planning demand to be estimated - 3 basic measurements Market demand Market forecast Market potential

TYPES OF DEMAND
generic demand demand for brand

PRODUCT LIFE CYCLE

- not constant over time - every product/service has a life cycle - life cycle is imp in development of ad campaign

ESTIMATING MARKET DEMAND

Market buildup Expert opinion Sales force opinion Market research

TYPES OF PURCHASING BEHAVIOR

Extensive Problem Solving (EPS) - to make a purchase consumers normally need a great deal of info Limited Problem Solving (LPS) - consumers have some basis/criteria to judge products Routinized Response Behaviour (RRB) - product category/brands known purchasing decision may be based on price/promotion

TWO VIEWS
Market aggregation - assumes all consumers are alike Market segmentation - concentrates efforts on the market segment with the most potential

METHODS OF MARKET SEGMENTATION

Geographics Demographics (SEC) Psychographics / lifestyle Media usage Buying & use

PSYCHOGRAPHIC RESEARCH
imp areas of advtg./mktg. research basis of satisfying inner desire/inner vice we differentiate by type of life styles we have / seek attempt to develop/define specific lifestyles that may be used in ad campaign

VALUES & LIFESTYLE SYSTEMS (VALS)

- developed by SRI International - attempted to categorize consumers according to lifestyles/values rather than statistics - research identified isolated & labelled - 3 major/4 sub-groups on basis of behaviour/emotional make-up

THE NEED DRIVEN

- money restricted, struggling to buy basics - divided into 2 sub-categories Survivors Sustainers

OUTER-DIRECTED CONSUMERS
- conduct their lives so that others will think well of them

3 sub-categories
Belongers : traditional, conservative, conventional, nostalgic, sentimental, puritanical, un-experimental Emulators : ambitious, upwardly mobile status-conscious, macho, competitive, but distrustful/angry Achievers : leaders in business, professions, govt. characterized by efficiency, fame, status, good life, comfort & materialistic value

INNER-DIRECTED CONSUMERS
buy products to meet inner needs, rather than respond to opinion of others

I-am-me : young, zippy, exhibitionistic, narcissistic, dramatic, impulsive individualistic, inventive Experimentals : nature variety, want direct experience/vigorous involvement, concerned with inner growth/naturalision Societally conscious individuals : attracted to simple living/smallness of scale, tend to support causes viz conservation, environmentalism, consumerism

THE INTERGRATEDS
- need the power of outer-directedness With the sensitivity of inner-directedness - mature, tolerant, assured, self-actualizing, have a world view - heavily represented in corporate/national leadership

ATTITUDE & ATTITUDE CHANGE

Attention

Learning

Attitude Change

Behaviour Change

HOW USER ATTITUDES ARE FORMED

INFLUENCING ATTITUDES
- 5 basic methods of changing Attitudes towards product/brand Affect product class linkages with goals/events Add a salient characteristic Alter the perception of existing product characteristic Change perceptions of the advertisers brand Change perception of competing brand

EVOKED SET
Result of consumer attitudes about brands is called evoked set of brands When consumer feels need for a particular product category goes through a mental search

AGENDA SETTING
- is the idea that in an unknown situation consumer has little/no info to make a buying decision - the advertiser is said to set the agenda for the purchase

DIFFUSION OF INNOVATION & THE ADOPTION PROCESS

Step 1 Step 2 Step 3 Step 4 Step 5 awareness of the innovation interest in the innovation evaluation of the innovation trial of the innovation decision as to whether to adopt the innovation Step 6 : Confirmation of the decision to adopt the innovation : : : : :

The Advertising Plan

WHAT IS AN ADVERTISING PLAN?

 It is part of the mktg plan, contains Info relevant to advtg/sales promotion programme during a given time frame

 purpose of the Advertising Plan is to provide an outline of what is recommended & what is done

 The purpose of the plan is to communicate clearly/completely what is proposed & the reason why.

SPECIFICALLY THE ADVERTISING PLAN IS . . .

A background, history, past records of the advtg. campaigns conducted for the brand It is an opportunity to explain/illustrate the reasoning that has gone in the development of the Plan It is an action document Provides management with outlines of the financial commitments made on behalf of the brand

ADVERTISING PLAN : The Elements

I : II : Executive Summary Situation Analysis Company/product history Product evaluation Consumer evaluation Competitive evaluation Marketing Goals Budget

III : IV :

V : Advertising Recommendations
Target Market Advertising communication objectives Creative Strategy Creative Execution Plans

VI : Media Recommendations
Key media problem Media objectives Media Strategy Media plan

VII : Sales Promotion Recommendations

Sales Promotion Strategy Sales Promotion Executions Sales Promotion Plan

EVALUATION
Recommended methods Costs

RESEARCH : The Foundation for the Advertising Campaign

The Reasons for Research

increasing complexity of products, consumers & marketplace penalty of failure is tremendous important to learn what the consumer needs/wants research might indicate direction of the advt. campaign

TYPES OF RESEARCH
essential to understand various research techniques have a sufficient understanding of research analysis know how to gather info in the least possible time, at the lowest cost

MKTG RESEARCH Vs ADVTG. RESEARCH

Mktg. research : info on market, competition, prospects, distribution & pricing Advtg. Research : info related to ad campaign, with the development, pre-testing, placement & evaluation of actual ad campaign

ADVERTISING RESEARCH PLAN

- includes development, testing, evaluation of plan - research in 5 specific areas required

STEP: 1
Prospect, market, product & competitive research - to identify TG, market size, market location, dist patterns, pricing, product tests/evaluation

STEP: 2
Strategy development research - deals with the sales message/type of appeal to be made to TG

STEP: 3
Advertising performance research - specific goal is to determine how well the ad campaign performed/is performing.

STEP: 4
Media, media usage & media placement research - to determine media distribution, media availability, usage of media by consumer population, size of media audiences.

STEP: 5
Measurements of the effects of the ad campaign - activities / methods designed to evaluate results of the ad campaign among TG

DEFINING A RESEARCH PLAN

Define the advtg. problem Determine specifically how research can help solve the problem Project the form in which the material will be used in the campaign plan Determine what additional info is required List the alternative methods available. Select the most effective / efficient one/s. Estimate cost of each form of research. Weigh cost against potential value Develop final plan / proposal

GOOD RESEARCH PROBLEM STATEMENT

info to be gathered must be measurable relevant to the problem under consideration various info/knowledge gained must be related

IDENTIFYING PROSPECTS, MARKETS & COMPETITION FOR EXSTING PRODUCTS/SERVICES

Info on consumers/present users Basic market info Info about product/service to be advertised Info on competition

SOURCES OF INFORMATION
Company records/mktg intelligence Previous company research Syndicated market/consumer info Trade & association studies Census/registration data Libraries/universities Miscellaneous sources

EXTRAPOLATION DATA
Limited only by ability/creativity Research can be a very creative field

ADVERTISING STRATEGY RESEARCH

SOME DEFINITIONS REQUIRED . . .

ADVERTISING OBJECTIVES
A clearly stated, measurable end result of an advertising message/s Usually the objective is measured in terms of change in awareness, preference, conviction or other communication effect

ADVERTISING STRATEGY
Formulation of an ad message that communicates benefits / problem solution characteristics of brand to TG Generally developed for mass media

ADVERTISING EXECUTION
Physical form in terms of art/illustration/copy/music/etc in which ad strategy is presented to TG to achieve ad objective's

STRATEGY DEVELOPMENT : 5 BASIC APPROACHES

Focus Groups Perceptual / Brand Mapping Usage Studies Motivation Research Benefit Segmentation

FOCUS GROUPS
Comprises individuals Who are asked Qs about product To determine what is imp to them & how they make purchases in a particular product group

FOCUS GROUPS
attempt to learn why purchases of one product are diff from users of competitive products & to determine what they consider to be the key benefits they receive Focus groups provide general direction Which can be pursued through other forms of research

PERCEPTUAL / BRAND MAPPING

An effort to understand how consumers position brands in their minds To learn more about how consumers feel about brands in a category researchers use an approach that requires consumers to evaluate existing brands

PERCEPTUAL / BRAND MAPPING

a 5-point/7-point rating scale is constructed using bipolar adjectives that might apply to product/category scale used to determine which benefits/attributes are most imp in brand decision & then comp is made adjectives use attributes considered imp to users/marketer mapping determines how brand relates to competition on various benefits/features

USAGE STUDIES
Research conducted with existing users to determine reasons for purchase Intent is to determine benefits consumer seeks/finds in the brand To be used as a strategy to bring more users to the brand Basic approach is to ask current users why they buy/the benefits from the brand through discussions/questionnaire

MOTIVATION STUDIES
Uses a depth interviewing technique to determine why people act as they do Objective is to discover imp aspects, which might not be uncovered in surface interviews Often used to determine basic beliefs of brand/category Beliefs can be confirmed in more formal/quantitative research

BENEFIT SEGMENTATION
Segmentation studies attempt to group consumers in some fashion so that a specific ad message might be directed at them The studies attempt to group customers/prospects along demographics/Geographics/psychological/lifestyle segments Benefit segmentation attempts to determine various benefits consumers seek from products/services/brands & then to quantify consumers based on these benefits Benefit segmentation a complex process but provides valuable answers/insights to campaign planners
We segment the market into gropu of consumers who seek the same benefit

NEW USER RESEARCH

Research methodology called concept test Attempts to determine consumer interest in a product/brand based on a description of what a product/brand might be / might do And then determines the best method of communicating that benefit Concept testing is a 2-step procedure

STEP : I
Campaign planner must determine which of the Several Potential product benefits is most imp to the consumer A separate concept statement would be written for each benefit

A GOOD CONCEPT STATEMENT :

3 Basic Attributes a statement of the problem the product is meant to solve a definition of the type of solution that the product provides supporting attributes that lend credibility to the problem solving claim

STEP : II
determine the best way to communicate the benefit requires a concept statement different sort the alternative routes in which the benefit can be communicated this is the strategy statement/advertising promise

TWO POINTS : VV-IMP

the promise/end consumer benefit received on purchase Reason why attributes that make the promise possible

EVALUATING RESEARCH
imp to evaluate existing / just completed research key Qs are : do the results provide solid research on which advtg. decisions can be based crucial bench marks : (i) soundness of research (ii) issues of validity/reliability (iii) whether the info is germane to the recommendations, resulting from analysis of data

CRITERIA FOR EVALUATION OF RESEARCH

- an Advertising Research Foundation guideline Under what conditions was the study made? Has the interviewing been adequate and reliably done? Has the sampling plan been followed?

CRITERIA FOR EVALUATION OF RESEARCH

Has the sampling plan been fully executed? Is the sample large enough? Was there systematic control of editing, coding & tabulating? Is the interpretation forthright / logical?

LIMITATIONS OF RESEARCH
Research, no matter how well conducted will not provide precise answers All research is time/situation specific Research is a business tool, not an answer to all business questions Research is an out-of-pocket expense Research is time-consuming Research personnel is in short supply

DETERMINING / ESTABLISHING ADVERTISING OBJECTIVES

need to define goals/objectives that an ad campaign should reach ad campaign planning process determines how the ad plan will be developed

WHY SET AD OBJECTIVES?

agreement that there are specific, measurable objectives for the campaign

4 REASONS WHY?
Measurement Design the Plan Evaluate the Results of the Campaign Relate Advertising to other Expenditure

MEASUREMENT
determination of whether a campaign has been successful means setting objectives against which actual results can be measured By setting objectives the measures that will be used to determine evaluation are set