Advertising Strategy and

Planning

Presented By :Ankit Kumar

Verma
01216603913
MBA(GEN)
EF BATCH 1

The Advertising Planning Cycle

1. Where are we?

2.Why are we there?

3.Where could we be?

5. Are we getting there?

4. How could we get there?

Advertising Planning and Decision Making

Situation
Analysis

Marketing
Program
The
Communication/
Persuasion
Process

Advertising
Plan

Consumer/Market Analysis
Competitive Analysis
Role of Advertising, Sales
Force, Price, Promotion, Public
Relations

Objectives/Segmentation/Positioning
Message Strategy and Tactics
Media Strategy and Tactics
Facilitating Agencies

Implementation

Social and Legal Constraints

Framework for advertising planning and decision making

The Advertising Plan

An Advertising Plan Matches the Right Audience to the
Right Message and Presents It in the Right Medium to
Reach That Audience & has three Elements.
Targeting

the Audience: Whom are you trying to

reach?
Message Strategy: What do you say to them?
Media Strategy: When & where will you reach
them?

Creative Platform & Message

Strategy
Creative platform is a document that
outlines the message strategy decisions
for an individual ad.
Creative platforms combine the basic
advertising decisions problems,
objectives, and target markets with the
critical elements of the sales message
strategy main idea and details about
how the idea will be executed.
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Factors Related to Success of

Advertising for New Products
1.Communicating that something is
different about the product. Successful
introductory commercials communicated some
point of difference for the new product

2.Positioning the brand difference in

relation to the product category.

Successful commercials positioned their

brands difference within a specific product
category. For example, a new breakfast product
was positioned as the Crispiest cerealor a
new beverage as the smoothest soft drink.
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Factors Related to Success of

Advertising for New Products
3.Communicating that the product
difference is beneficial to consumers.
Nearly all of the successful commercials linked a
benefit directly to the new products difference.

4.Supporting the idea that something

about the product is different and/or
beneficial to consumers. All the successful

commercials communicated support for the

products difference claim or its relevance to
consumers. Support took the form of demonstrations
of performance, information supporting a
uniqueness claim, endorsements, or testimonials.

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Sales

McDonalds Advertising Response

Function

Advertising
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