Adv 435 ch 11 plans book
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Transcript of Adv 435 ch 11 plans book
![Page 1: Adv 435 ch 11 plans book](https://reader036.fdocuments.in/reader036/viewer/2022070315/55523524b4c905b00e8b4a6c/html5/thumbnails/1.jpg)
Writing the Plans BookADVERTISING CAMPAIGNS
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TABLE OF CONTENTS
• EXECUTIVE SUMMARY
• SITUATION ANALYSIS
• PROBLEMS AND OPPORTUNITIES
• TARGET MARKET
• OBJECTIVES
• BUDGET
• STRATEGIES
• EVALUATION
• APPENDIX
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EXECUTIVE SUMMARY
OVERVIEW WHAT IS THE ASSIGNMENT WHAT IS THE LENGTH WHAT IS THE BUDGET
KEEP SHORT AND GENERAL
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SITUATION ANALYSIS
FIVE SUBPARTS:•COMPANY•CONSUMER•MARKET•PRODUCT•COMPETITIONAVOID REDUNANCY
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COMPANY ANALYSIS
•NOT EVERYTHING YOU KNOW
•SHOWS CLIENT YOU ARE ON SAME PAGE
•COMPARE TO OTHER COMPANIES
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COMPANY ANALYSIS
Key points to cover: Company culture and mission History of problem at hand Opportunities Industry trends Miscellaneous trends
Economic Social
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COMPANY CULTURE
•May excerpt parts of Mission Statement
•Draw references to agency experience
•Keep short
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COMPANY PROBLEMS
•Focus on Sales and Profits
•Show five year trends
•Establishes you know what’s going on and can help
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INDUSTRY TRENDS
•Compare company’s situation to industry as a whole
•Save competitive data for later
•Creates perspective for what follows
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MISCELLANEOUS TRENDS
Use charts and graphs to discuss:
•Technology
•Social
•Environmental
•Economic
•Lifestyles
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OPPORTUNITIES
•Paint a rosy but NOT unrealistic picture about where the brand can go
•Tease what is to follow
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CONSUMER ANALYSIS
•KEY HERE IS INSIGHT, NOT DETERMINING TARGET
•THIS WILL BE BASIS FOR TARGET
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CONSUMER ANALYSIS
•Who are the customers?
•What motivates them to buy?
•What do they seek in a product?
•How do they look at life?
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CONSUMER ANALYSIS
•Use MRI and Simmons
•Show charts and graphs
•Explain index numbers
•Focus on Product Usage columns
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CONSUMER ANALYSIS
MOTIVATIONS
USE PRIMARY RESEARCH
USE FOCUS GROUPS JUDICIOUSLY
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CONSUMER ANALYSIS
CONSUMER NEEDS, WANTS, PROBLEMS AND INTERESTS
DISCUSS RELATIVE TO IMPORTANCE
BE INTUITIVE AND GIVE OPINIONS
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CONSUMER ANALYSIS
CONSUMER VALUES AND LIFESTYLES
GOOD PLACE FOR CHARTS
TINIEST OR UNUSUAL DETAILS COULD BE VERY IMPORTANT
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MARKET ANALYSIS
EXTENDS CONSUMER ANALYSIS
WHERE ARE CUSTOMERS (INDEX)
BDI AND CDI
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PRODUCT/SERVICE ANALYSIS
•NOT A DESCRIPTION OF PRODUCT OR SERVICE
•FOCUS ON HOW CONSUMERS RATE, EVALUATE AND PERCEIVE.
CONSUMER WANTSPRODUCT
EASE OF USE YES
TASTES GOOD NO
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PRODUCT/SERVICE ANALYSIS
•SUMMARIZE FINDINGS
•EMPHASIZE ESSENCE OF WHAT BRAND IS BASED UPON QUALITATIVE AND QUANTITATIVE DATA
•HOW CAN YOU ADD VALUE TO BRAND
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COMPETITIVE ANALYSIS•EXTEND CONSUMER WANTS AND NEEDS ANALYSIS TO COMPETITION
•CONSIDE DIRECT AND INDIRECT COMPETITION
•DIRECT = OTHER BRANDS
•INDIRECT = OTHER CATEGORIES•SUPERMARKETS VS RESTAURANTS
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PROBLEMS AND OPPORTUNITIES
•DRAWN FROM SITUATION ANALYSIS
•SUMMARIZE EACH AREA OF ANALYSIS AND STATE PROBLEM
•AVOID STATING SOLUTION
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PROBLEMS AND OPPORTUNITIES
COMPANY ANALYSIS
PROBLEM
CONSUMER ANALYSIS
PROBLEM
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PROBLEMS AND OPPORTUNITIES
COMPANY ANALYSIS (DIFFERENT)
OPPORTUNITY
CONSUMER ANALYSIS
OPPORTUNITY
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PROBLEMS AND OPPORTUNITIES
OPPROTUNITIES TARNSLATE INTO SALES POTENTIAL
FOCUS ON:
•NEW USERS
•MORE USAGE FROM CURRENT
•NEW USES FOR PRODUCT
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PROBLEMS AND OPPORTUNITIES
•KEEP RELEVANT TO MARKETING COMMUNICATIONS
•CAN’T SOLVE DISTRIBUTION, CUSTOMER SERVICE OR RETAIL LOCATION PROBLEMS
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TARGET MARKET PROFILE
•SETS UP ADVERTISING OBJECTIVES
•CREATES FOCUS
•NOT ALWAYS HEAVIEST USERS BUT LIKELY SOURCE OF GREATEST GROWTH
•HEAVY USERS DO UNDERSTAND BRAND BEST AND PROVIDE INSIGHT
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TARGET MARKET PROFILETYPICAL TARGET PROFILE
• HEAVY USERS (X% USERS AND X% TOTAL CONSUMPTION)
• FEMALE HOMEMAKERS
• AGES 25 TO 49, HIGH SCHOOL EDUCATION
• BLUE COLLAR OCCUPATION
• HH INCOME $24-40,000, FAMILY SIZE 3+
• RESIDE IN B & C COUNTIES, EAST & MIDWEST REGIONS
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TARGET MARKET PROFILE•AVOID NARRATIVE OF TARGET IN PLAN BOOK
•MAY HAVE MULTIPLE LARGE PRIMARY TARGETS AND SEVERAL SMALLER ONES COMBINED
•CONSDIER SECONDARY TARGET•TRADE OR CONSUMER
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MARKETING OBJECTIVES•FOR LARGER CLIENTS:
•RESTATE MARKETING OBJECTIVES TO TIE THEM TO WHAT FOLLOWS
FOR SMALLER CLIENTS:•CREATE OBJECTIVES BASED ON:
•SALES•SHARE OF MARKET
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BUDGET•SHOW HERE RELATIVE TO MARKETING OBJECTIVES, OR
•NEAR END, AFTER EVALUATION
•THIS SPOT CAN SHOW DERIVATION OF BUDGET
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STRATEGIES
OVERVIEW OF COMPONENTS:
•ADVERTISING
•SALES PROMOTION
•PR
•DIRECT MARKETING
•INCLUDE A RATIONALE FOR EACH
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STRATEGIES
ADVERTISING•CREATIVE•MEDIA
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CREATIVE STRATEGY
THE CREATIVE BRIEF
….IN LONGER FORM
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CREATIVE STRATEGY RESTATE TARGET AUDIENCE OBJECTIVES:
AWARENESS COMPREHENSION ATTITUDE IMAGE USE ACTION WORDS LIKE:
ESTABLISH CONVINCE EDUCATE PERSUADE
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CREATIVE STRATEGY
USE SUBHEADS & RATIONALE:POSITIONINGBIG IDEATONETHEMESLOGAN/TAGLINE
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CREATIVE STRATEGY
TACTICSSTORYBOARDSSCRIPTSLAYOUTS
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MEDIA STRATEGYINTRO TO RELATE TO SITUATION
ANALYSISOBJECTIVES (REACH/FREQUENCY)STRATEGY
TARGET AUDIENCEMEDIA (TV, RADIO, PRINT)MIX (% OF ABOVE WITH RATIONALE)TIMING (CALENDAR)
TACTICS (NETWORKS, STATIONS, MAGS, NEWSPAPERS, SEARCH
MEDIA BUDGET
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FLOW CHART
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EVALUATION
•OPTIONS FOR JUDGING RESULTS
•CLIENT MAY USE ALREADY
•AGENCY CAN SUGGEST
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TOTAL BUDGET
•INCLUDE ALL ELEMENTS
•SHOW AS CHART AND SPREADSHEET
•CAN INCLUDE AS APPENDIX
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REMEMBER
•START WITH OUTLINE
•DEVELOP TABLES AND GRAPHS NEXT
•BE CONCISE AND FACTUAL
•USE RESEARCH AS RATIONALE
•OBJECTIVES = SPECIFIC, MEASUREABLE & WITHIN TIMEFRAME