Professional Documents
Culture Documents
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
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
Marketing strategy
Includes long-run vision and objectives of the companylow price leader Articulation of specific position it aims to occupy
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
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.
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
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.
Source (advertiser) Message through channel (media) Receiver (audience) Message through channel (word-of-mouth) Destination Effects of advertising message
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
AD exposure
Brand attitude
Purchase behavior
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)
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.
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
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.
Issues like advertising leads to increase in prices or it inhibits competition. Benefits and cost of global advertising.