Advertising & Integrated Brand Promotion [Chapter 8]

Front 1

Advertising Plan

Back 1

Specifies the thinking task, & timetable needed to conceive & implement an effective advertising effort.

Front 2

Advertising Plan

Back 2

Direct Extension of a firm's marketing plan.

Front 3

Introduction

Back 3

Consists of

* Executive summary

* Overview

Front 4

Executive Summary

Back 4

* 2 paragraphs to a page in length.

* State the most important aspect of the plan.

* The essence of the plan.

Front 5

Overview

Back 5

* few pages

* Sets out what is to be covered.

* It Structures the context.

Front 6

Situation Analysis

Back 6

Consists of

* Cultural Context

* Historical Context

* Industry Analysis

* Market Analysis

* Competitor Analysis

Front 7

Situation Analysis

Back 7

Where the client & the agency lay out the most important factors that define the situation, then explain the importance of each factor.

Front 8

Situation Analysis

Back 8

* No Perfect/ Complete list.

* Choosing few important factors that can only relate to your advertising task at hand.

Front 9

Potential Factors

Back 9

Example: Demographics, Technology, Social & Cultural, Economic, & Political/ Regulatory.

Front 10

International Advertising

Back 10

Reaches across national & cultural boundaries.

Front 11

Comfort Zone

Back 11

One's own cultural values, experiences, & knowledge serve as a subconscious guide for decision making & behaviour.

Front 12

Bias

Back 12

Another term for "subconscious guide", which is known for Ethnocentrism & Self-Reference Criterion

Front 13

Ethnocentrism

Back 13

The tendency to view & value things from the perspective of one's own culture.

Front 14

Self-Reference Criterion (SRC)

Back 14

The unconscious reference to one's own cultural values, experiences, & knowledge as a basis for decision.

Front 15

Historical Context

Back 15

Company's past, big mistakes & big success.

Front 16

Industrial Analysis

Back 16

Focuses on developments & trends within the entire industry & on any other factors that may make a difference in how an advertiser proceeds w/ an advertising plan

Front 17

Industrial Analysis

Back 17

Enumerate & discuss the most important aspects of a given industry.

Front 18

Industrial Analysis

Back 18

Equates the supply side of the equation.

Front 19

Market Analysis

Back 19

* Complements the industry analysis, emphasizing the demand side of the equation.

*Advertisers examines the factors that drive & determine the market for the firm's product or service.

*Commonly begins by stating just who the current users are, & why they are current users.

Front 20

Competitor Analysis

Back 20

Advertiser determines just exactly who the competitors are, discussing their strength, weaknesses, tendencies & any threats they pose.

Front 21

Advertiser's Objective

Back 21

1. To increase consumer awareness of the curiosity about its brand.

2. to change consumer's beliefs or attitude about its product.

3. to influence the purchase intent of its customer.

4. to stimulate trial use of its product or service.

5. to convert one-time product users into repeat purchasers.

6. to switch consumers from a competing brand to its brand

7. to increase sales.

Front 22

Brand Awareness

Back 22

An indicator of consumer knowledge about the existence of the brand & how easily that knowledge can be retrieved from memory.

Front 23

Top-of-the-Mind Awareness

Back 23

Represented by the brand listed first.

Front 24

Purchase Intent

Back 24

Determined by asking consumers whether they intend to buy a product or service in the near future.

Front 25

Trial Usage

Back 25

Reflects actual behavior & is commonly used as an advertising objective.

Front 26

Repeat Purchase

Back 26

Aimed at the percentage of consumers who try a new product & then purchase it a second time.

Front 27

Brand Switching

Back 27

A second purchase of a new product after trying it for the first time.

Front 28

Budgeting

Back 28

Consists of

* Methods

* Amount

* Justification

Front 29

Percentage-of-sales approach

Back 29

Calculates the advertising budget based on the percentage of the prior year's sales or the projected year's sale.

Front 30

Share of Voice

Back 30

Advertising presence in the market, that is equal to or greater than the competitors' share of advertising voice.

Front 31

Advertising Response Function

Back 31

A mathematical relationship that associates dollars spent on ad & sales generated.

Front 32

Objective & Task

Back 32

Discusses the issue of fundamental deficiency: a lack of specification of how expenditures are related to advertising goals.

Front 33

Objective-&-Task Approach

Back 33

This method begins with the stated objectives for an advertising effort.

Front 34

Build-up Analysis

Back 34

Building up the expenditures

Front 35

Reach

Back 35

The advertiser must identify the geographic exposure the advertising is to achieve.

Front 36

Frequency

Back 36

The advertisement must determine the number of exposures required to accomplish desired objectives.

Front 37

Time Frame

Back 37

The advertiser must estimate when communication will occur during what period of time.

Front 38

Production Cost

Back 38

The decision maker can rely on creative personnel & producers to estimate the cost.

Front 39

Strategy

Back 39

represents the mechanism by which something is to be done.

Front 40

Execution

Back 40

* the making & placing of ads across all media.

* Two elements: Copy strategy & media plan

Front 41

Copy strategy

Back 41

* Consists of copy objectives* methods, or tactics.

* State what the advertiser intends to accomplish

Front 42

Media Plan

Back 42

Specifies exactly where ads will be placed and what strategy is behind their placement.

Front 43

Strategy

Back 43

Consists of:

* Clear & concise articulation of how the plan will achieve its objectives.

Front 44

Execution

Back 44

Consists of:

* Copy Strategy

* Media plan

* IBP

Front 45

Evaluation

Back 45

Consists of:

* Criteria

* Methods

* Consequences & contingencies

Front 46

Role of Agency

Back 46

*Marketing Plan

*Value Proposition