Documente Academic
Documente Profesional
Documente Cultură
Learning Objectives
Learn about major components of the advertising plan. Understand the importance of setting objectives. Discuss the success factors of introductory advertising and the relationship between advertising and sales. Discuss various budgeting methods used in advertising.
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Advertising Plan
Objectives/Segmentation/Positioning Message Strategy and Tactics Media Strategy and Tactics Facilitating Agencies
Implementation
Introduction
Executive Summary or Overview is provided.
II.
Situation Analysis
Advertising Problems Advertising Opportunities
III.
Situation Analysis
Opportunity analysis: to spot and capitalize on favorable demand trends
Selling Premises
Product Benefit Promises Reason Why Unique Selling Proposition Support
Advertisements that focus on the product itself by looking at attributes. Product is promoted on the basis of what it can do for customers. Promises that something will happen if you use the advertised product. Based on logic and reasoning and clearly states a reason for the benefit gained. A benefit statement that is both unique to the product and important to the user. Lends credibility to the selling premise.
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Defining Advertising Goals for Measured Advertising Results (1962, 1995, S. Dutka)
The 6M approach
Merchandise:
important benefits to sell Markets: who to reach Motives: why people buy or fail to buy Media: how to reach Measurements: how to evaluate (time and change) Messages: key ideas to convey to move
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Setting Objectives
Why set objectives?: -- Planning and decision making -- Communication -- Measurement and evaluation Sales vs. Communication objectives -- Problems with sales objectives
Good Objectives
Realistic
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Objective 2: Create interest in the brand among 70 percent of target audience. Communicate information
about the features and benefits of the brand-I.e., that it contains no soap and improves the texture of the hair
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Objective 4: Obtain trial among 20 percent of the target audience. Use sampling and cents-off coupons along
with advertising and promotions
Objective 5: Develop and maintain regular use of Backstage Shampoo among 5 percent of the target audience. Use continued reinforcement advertising,
fewer coupons and promotions
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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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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
Advertising
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Most common method. Looks at objectives set for each activity, and determines the cost of accomplishing each objective.
Percentage-of-Sales Method
Compares total sales with the total advertising (or marketing communication) budget during a previous time period to compute a percentage.
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Allocates whatever is left over to advertising. Companies who use this dont value advertising very much.
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Brand
1. Budweiser 2. Bud Light 3. Miller Lite 4. Coors Light 5. Busch 6. Natural Light 7. Miller Genuine Draft 8. Miller High Life 9. Busch Light 10. Milwaukees Best TOTAL
SOM
29.2% 18.7 13.3 11.2 6.5 5.8 4.5 3.9 3.7 3.2 100%
SOV
20.4% 11.5 30.8 19.0 0.5 0.0 4.4 12.6 0.0 0.6 100%
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Review
Learn about major components of the advertising plan. Understand the importance of setting objectives. Discuss the success factors of introductory advertising and the relationship between advertising and sales. Discuss various budgeting methods used in advertising.
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