ADVERTISING PLANNING

& DECISION MAKING

Why advertising is relevant to Marketing students?

Marketing Students Major focus To find out Customer Need Product Development Or Modification accordingly Advertising Communicate Product features,Benefits & Persuade customer to buy Customer Satisfaction

INTRODUCTION

Planning
Plans are Nothing, Planning is Everything
( Dwight D. Eisenhower)

Decision Making
So decide to plan for.

Major Institutions Involved in Advertising Management

Control Institutions Facilitating Institutions
Advertising Agency Government Advertiser Media

Competition

Research Suppliers

Markets and Consumer Behaviour

FOCUS OF ADVERTISING MANAGEMENT

1. Analysis (Market,Consumer Behaviour) 2. 3. 4. Planning (Creation of Adv. Copy) Controlling (Adv. Campaign Performance) Decision Making
(Type of media,Ad.budget,frequency of Adv. Etc)

Framework for Advertising Planning Decision Making A Model

SITUATION ANALYSIS MARKETING PROGRAM

COMMUNICATION PROCESS

ADVERTISING PLAN

IMPLEMENTATION

ELEMENTS OF EACH PLAN

SITUATION ANALYSIS: 1. Consumer/Market Analysis 2. Competitive Analysis

MARKETING PROGRAM: Role of Advertising, Sales force, Price, Promotion, P.R etc.

ADVERTISING PLAN : 1.Objectives /segmentation/Positioning 2.Message Strategy and Tactics 3.Media Strategy and Tactics IMPLEMENTATION : 1. Facilitating Agencies 2. Social and Legal Constraints

Consumer/Market Analysis
Planning & Decision Making begins here.

Situation from Advertisers Perspective

Objective of competitor, Long-run vision If new player : Aim to occupy strategic position in the Market. If an existing Player : How perceived by consumers? Strategic Position: Low Price Leader (Like NIRMA) Differential Product Strategy ; High quality & Reliability (Henkel)

Situation Analysis- SWOT analysis

Market Segmentation Studies

Concept Testing
Large Scale field experiment
Focus on -Testing a new Advertising called Cost of Visit Cost of Visit cost to persuade customers to call during off-peak period. Customers either perceive high price or unaware about price structure) Reach Out At the time of LAUNCH

COMPETITIVE SITUATION ANALYSIS

A. B. C.

Nature of Demand
Extent of Demand Nature of Competition

D.
E. F. G. H.

Environmental factors
Stage of product life cycle (PLC) Cost structure of the Industry Skills of the firm Financial resources of the firm.

THE MARKETING PLAN

It includes Marketing Objectives Spell out Particular strategies & tactics to reach those objective.

Identify segments to be served.

How firm is going to serve them. Needs & Wants of consumers.
e.g Need of working women and men for Easy to prepare Meals

Strategy & tactics for 4Ps of Marketing Mix Marketing Plan based on Problem or opportunities.

ADVERTISING EXPOSURE MODEL

Awareness With Brand Info. Re Brand Attribute or Benefits Creation of Brand image Ad. Exposure

Association of Feeling with Brand Linkage of Brand With Experts

Reminder

Brand Attitude

Purchase Behaviour

ADVERTISING PLAN
THREE CRUCIAL TASKS
OBJECTIVES AND TARGET SELECTION MESSAGE STRATEGY AND TACTICS MEDIA STRATEGY AND TACTICS

Broad purpose of Advertising Management is to DEVELOP, IMPLEMENT & CONTROL an ad. Plan. Every Advertising Manager must address basic questions like
Which strategy alternatives are feasible in current situation? Which one should be adopted? What media mix will be most effective?

OBJECTIVE & TARGET SELECTION

OBJECTIVE & TARGET SELECTION

Develop Operational objectives

Operational Objectives
Provides useful criteria for decision making Generates standards to measure performance Serves as a meaningful communication device.

Develop precise target audience. Ineffective to focus a broad audience.

Continue..
Objective can be in terms of SALES GOALS Due to other Marketing Variables & Competitors Action impact of sales. So,focus of Intervening variables like - Brand Awareness - Brand image & attitude.

MESSAGE STRATEGY & TACTICS

Message Strategy - Decide what the advertising is meant to communicate. By the way of benefits,feelings,brand personality or content. Message Tactics Tone during execution - Expression during execution.

Media Strategy & Tactics

Media Strategy:
Setting media budgets closely tied with the Objective and target selection. Media Tactics: Allocating Media budgets,across media types and within each media type.

Continue..
Media Planner is interested in The Reach Frequency of advertising

Media selection
The effect of various Media types Learning & decay rates over the life of campaign.

FACILITATING AGENCIES
From Advertisers Point of view.
Which adv. Agency should be chosen? What media should be chosen? What copy-testing supplier will be best for our particular situation?
e.g. Ad. Agency selection concerns with People Factor

Quality of personnel, reputation, integrity, mutual understanding , interpersonal compatibility & synergy are very imp.

Social, Legal & Global Factors

Important Environmental factors-Social,Legal and Global. Deceptive Adv. is forbidden by law (though it is subjective matter) Broad social & economic issues
Does ad. Raise prices or inhibit competition? Issues like appropriateness of the use of fear and sex appeals. Adv. Directed at children. Adv. Of products like Alcohol and Cigarettes. Use of environment and health claims in advertisements.

ASCI- Advertising Standards Council of India.

Ad should not be considered as More irritating than entertaining