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Activity with newspaper

Find the advertisers? Type of product ad in current media? Category of product (print ads); bank, car, institute, insurance, air lines, financial companies. Advertiser, advertising agency, message(characterstics), media (characterstics), vis- a-vis competitors, other facilitating agencies, other promotion tools, objective of message. Discuss steps to advertising plan

Situation analysis

Consumer/ market analysis Competitive analysis Role of advertising, sales force, price, promotion, public relations The communication/ persuasion process Objectives/ segmentation / positioning Message strategy (advertisement) and tactics (appeal) Media strategy (budget) and tactics (choice) Facilitating agencies Social and legal constraints

Marketing program

Advertising plan

Implementation

Advertising planning and decision making

Framework for advertising planning and decision making

Situation analysis

Consumer/ market analysis Competitive analysis Role of advertising, sales force, price, promotion, public relations The communication/ persuasion process Objectives/ segmentation / positioning Message strategy (advertisement) and tactics (appeal) Media strategy (budget) and tactics (choice)

Marketing program

Advertising plan

Implementation

Facilitating agencies Social and legal constraints

Marketing strategy and situation analysis

Marketing strategy

Includes long-run vision and objectives of the companylow price leader Articulation of specific position it aims to occupy

Situation analysis based on

Research (consumer motivation and behavior with respect to the product, service or idea to be advertised) Conventional wisdom Managerial experience / creative teams inherent imaginative capabilities

Marketing strategy and situation analysis

AT & T

Developed new strategy for its long-distance telephone services based on 5 years of research. Research included market segmentation studies, concept testing and a large scale field experiment. Field experiment focused on testing a new advertising campaign called cost of visit. An existing reach out campaign although successful but unable to get through a large group of people, who had reasons to call but were limiting their calls because of cost. Research based on 3000 residential telephone users showed that most did not know the cost of a long-distance call or it was possible to make less expensive call during off-peak periods. Five copy alternatives were subsequently developed and tested from which cost of visit was chosen. The campaign was credited with persuading customers to call during times that were both cheaper for them and more profitable for AT& T. Estimate

Switching $30 million in advertising from reach out to cost of visit. Incremental revenue generation of $22 million in first year and $100million over 5 years.

Marketing strategy and situation analysis

Consumer and market analysis

Market

Size of market Growth rate Seasonality Geographical distribution Attitudes and behavior of consumers

Consumer

Competitive analysis

Relative market share Relative strengths and weaknesses of competitors History of competitive moves Opportunities for marketing and advertising

Marketing plan

Includes planning, implementation and control functions. It will include


A statement of marketing objectives State particular strategies and tactics to reach those objectives

Marketing tools ; 4 Ps can help a firm achieve its objectives. The effectiveness of the various elements of marketing mix w.r.to. Problems or opportunities should be the factor that determines what share of each receives in total marketing budget. Incremental amounts of money put into advertising must be more useful than the same amounts put into distribution or product refinement.

The communication and persuasion process

Advertising communication system


Source (advertiser) Message through channel (media) Receiver (audience) Message through channel (word-of-mouth) Destination Effects of advertising message

Perce ption proce ss

Create awareness Communicate information about attributes and benefits Develop or change an image or personality Associate a brand with feelings and emotions Create group norms Precipitate behavior

The communication and persuasion process

Advertising exposure model


Awareness/ familiarity with brand Information about brand benefits / attributes

AD exposure

Creation of brand image / personality

Brand attitude

Purchase behavior

Association of feelings with brand

Linkage of brand with peers/ experts and group norms

Reminder or inducement about brand trial

Advertising plan

Alternatives w.r.to objectives and target market must be evaluated and specified. Copy alternatives must be devloped and analysed w.r.to both content (message strategy) and execution (message tactics). Media alternatives need careful specification and analysis and decisions must be made on how much money to spend (media strategy) and where to allocate it (media tactics)

Objectives and target selection

Development of operational objective.


Provides useful criteria for decision making Generates standards to measure performance Serves as a meaningful communication device. E.g., sales goals, brand awareness, image and attitude.

Development of precise, disciplined description of target audience.

Develop several campaigns each directed at different segments.

Message strategy and tactics

Message strategy

To create advertisements that capture and retain a consumers attention. To capture attention in intensively competitive and dynamic market. To emphasize benefits and attributes in advertising. To choose which emotions to evoke. To create a brand image with advertising. To shape group norms and fashions with the help of advertising. To use fear, humor, comparative advertising to increase distractions. To check evolving campaign continually against its objectives. Role of client agency relationship to create most effective advertising.

Message tactic

Media strategy and tactics

Media strategy

Advertising budget decision is closely linked with the objectives and target selection. Discusses criteria that apply in the allocation of an advertising budget across media type and within each media type.

Media tactics

Matching the type of vehicle audience and matching with target audience of the campaign.

Facilitating agencies

The advertiser needs to know what kinds of facilitating agencies exist and the nature of services they can provide. Local advertising is done without the service of an advertising agency. A national advertiser , will have under contract many different agencies and research suppliers, each serving one or more brands in a product line. People factor dominates in agency selection.

Quality of personnel Reputation Integrity Mutual understanding Interpersonal compatability

Social, legal and global factors

Deceptive advertising is forbidden by law.

Advertising standards council of India (ASCI)

Issues like advertising leads to increase in prices or it inhibits competition. Benefits and cost of global advertising.

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