Developing

Advertising
Plan «

«
Presented By

Man Mohan Anand

amiable.anand@yahoo.com
«
MBA (Marketing & Operations) | 2009-11
M.S.Ramaiah Management Institute, Bangalore
Advertising Plan
Advertising Plan Strategy

Consumer / Market Analysis

Situation Analysis
Competitive Analysis

Role of Advertising, Sales Force

Marketing Program Price, Promotion, Public Relation

Objectives / Segmentation / Positioning

The
Advertising Program Message Strategy and Tactics
Communications
Media Strategy and Tactics

Facilitating Agencies
Implementation
Social and Legal Constraints
Setting Goals &
Objectives

 Create Brand Awareness  Work on Brand Image, Attitude &

 Attracting New Customer from
other Brand
 Increase Brand Loyalty
 Reduce Attrition & Price
Elasticity
 Product/service promotion
Personality
 Identify Target Segments
 Understand People Demand Profile
 Plan It, Then Work It
Creative Elements of an
Advertising Campaign «
 Copy Writing
 Copy Testing
 PRE & POST Research
 Visualising & Layout
 Storyboard
 Setting up Advertising Budget
Copywriting

 Cash in on your personal experience

 Organize your experience
 Write from the heart
 Learn from the experience of others
 Review previous advertisement of the product
 Study competitor's ads
 Study testimonial form customers
 Solve the prospect’s problem
  Pre & Post Testing of Ad’s
 It Determines…
 Degree of Understanding
 Ad’s Effectiveness
 Impact of Advertisement
 Believability
 Identify loop holes
 Include Print, TV, Radio,
Internet etc.
 This Technique is used to
shorten Ad’s

Copy Testing

http://www.esomar.org/index.php/glossary-c.html
Research Methodologies

PRE Research Methodology

POST Research Methodology

Layouts

The layout activity involves bringing all the

pieces together before the advertising is
sent out for production.

Layout involves decisions as to “How the

various components of headline,
illustration, copy are to be arranged and
positioned (Visualizing the creative idea)
before the final take

Five consideration for developing the

layout :
 Balance
 Contrast
 Proportion
 Gaze-motion
 Unity
Storyboard
1 2 3

4 5 6

7 Storyboards are graphic organizers such as a series of

illustrations or images displayed in sequence for the
purpose of pre-visualizing a motion picture, animation,
motion graphic or interactive media sequence, including
website interactivity
Setting of Advertising Budget

Stages in
Product Life
Cycle

Market Share
Product
& Consumer
Substitutability
Base
Advertising
Budget

Advertising Competition &

Frequency Clutter
References for Further Study

EBooks:
 Marketing Management – Philip Kotler (Chapter 17)
 Advertising Management – Rajeev Batra
 Advertising & Promotion – An Integrated Marketing Communications Perspective

Websites:
 http://www.google.co.in
 http://tutor2u.net/business/marketing/promotion_advertising.asp
 http://www.knowthis.com/principles-of-marketing-tutorials/
 http://www.advertisingmadeeasy.com/abc.asp
Any Questions???