ADVERTISING PLANNINGADVERTISING PLANNING

Where it fits in, theories and Where it fits in, theories and appealsappeals

A couple of Q’s:A couple of Q’s:

1.1. Where does the advertising plan fit into the Where does the advertising plan fit into the client’s marketing plan?client’s marketing plan?

2.2. What needs to be established before starting a What needs to be established before starting a plan?plan?

3.3. What is the difference between a strategy and a What is the difference between a strategy and a plan?plan?

4.4. What does IMC stand for?What does IMC stand for?

Hierarchy of Advertising planHierarchy of Advertising plan

Corporate / Business Objectives – leading to Corporate / Business Plans

(to achieve those objectives

Advertising (and other IMC) Objectives andPlans (based on Marketing Objectives

And Plans)

Marketing Objectives (based on the Corporate / Business

Objectives and Plans) leadingTo Marketing Plans

Four (4) components of Four (4) components of advertising advertising management programmesmanagement programmes – i.e. steps taken – i.e. steps taken

by an agency in preparing an advertising by an agency in preparing an advertising programmeprogramme

1.1. Review the Review the organisation’sorganisation’s advertising advertising management activitiesmanagement activitiese.g. Wimpy wants to expand into a new market to increase profits, e.g. Wimpy wants to expand into a new market to increase profits, so they so they start making burger-cars. The marketing manager start making burger-cars. The marketing manager researches the automotive market (its characteristics and drivers’ researches the automotive market (its characteristics and drivers’ buying behaviour) and then liaises with the advertising manager to buying behaviour) and then liaises with the advertising manager to develop an advertising programmedevelop an advertising programme. I.e. . I.e. what advertising should what advertising should do or accomplishdo or accomplish

2.2. Select the advertising agencySelect the advertising agencyIncludes agency ability, client / product research and AE & Creative Includes agency ability, client / product research and AE & Creative responsibilitiesresponsibilities

3.3. Develop a strategy for advertising campaign Develop a strategy for advertising campaign managementmanagement (done with the marketing management) (done with the marketing management)Step 1Step 1: Review the : Review the market analysismarket analysis and and communication strategycommunication strategy- look at competitor’s ads;- look at competitor’s ads;- look at opportunities (USP’s, upcoming events, etc)- look at opportunities (USP’s, upcoming events, etc)- look at the target market (needs)- look at the target market (needs)- look at the company’s customers- look at the company’s customers- look at the positioning of the company- look at the positioning of the company

Step 2Step 2: Develop communication and advertising objectives: Develop communication and advertising objectivesObjectives might include: Building brand image or encouraging action.Objectives might include: Building brand image or encouraging action.

Step 3Step 3: Review and set the advertising budget: Review and set the advertising budgetBudgeting methods:Budgeting methods:- historical (previous year’s budget, adjusted by inflation rate)- historical (previous year’s budget, adjusted by inflation rate)- % of sale- % of sale- competitive parity- competitive parity- affordable- affordable- objective-and-task- objective-and-task

Step 4Step 4: Media selection: Media selection

Step 5Step 5: Review the creative proposals with the creative team: Review the creative proposals with the creative team

4.4. Complete a creative briefComplete a creative brief

Advertising objectivesAdvertising objectives

Objectives should:Objectives should:- State - State who who the target audience is, the target audience is, whatwhat the goals of the company are, the goals of the company are,

and and when when these goals need to be metthese goals need to be met- Must be - Must be measurablemeasurable- Amount of change- Amount of change must be stated must be stated- Be - Be realisticrealistic- Be in - Be in writingwriting

Types of advertising objectives:Types of advertising objectives:1.1. Building brand image (agencies must know their clients’ brand inside Building brand image (agencies must know their clients’ brand inside

out)out)2.2. Informing (usually new businesses – location, trading hours, etc.)Informing (usually new businesses – location, trading hours, etc.)3.3. Persuading (motivate or encourage the target audience to use the Persuading (motivate or encourage the target audience to use the

product or service, without comparative advertising)product or service, without comparative advertising)4.4. Support other marketing efforts (i.e. direct selling, sales promotion Support other marketing efforts (i.e. direct selling, sales promotion

and PR)and PR)5.5. Encourage action (i.e. ‘call to action’ – buy 1 get 1 free)Encourage action (i.e. ‘call to action’ – buy 1 get 1 free)

Four (4) Advertising TheoriesFour (4) Advertising Theories

1.1. Hierarchy of effectsHierarchy of effectsA buyer moves through six steps before deciding to buy: Awareness - A buyer moves through six steps before deciding to buy: Awareness - Knowledge - Liking - Preference - Conviction - PurchaseKnowledge - Liking - Preference - Conviction - Purchase

2.2. Means-end theoryMeans-end theoryIf an advertiser uses means such as If an advertiser uses means such as product attributesproduct attributes, , consumer benefitsconsumer benefits, , leverage pointsleverage points, , personal values personal values and and execution framework execution framework the consumer will the consumer will be led to a purchase-endbe led to a purchase-end

3.3. Leverage PointsLeverage PointsThe feature of an ad that turns the message into a personal value – e.g. The feature of an ad that turns the message into a personal value – e.g. ““Pay your TV-licence, it’s the right thing to doPay your TV-licence, it’s the right thing to do” (PSA announcement) ” (PSA announcement) appealing to people who have a high regard for honesty (a personal value)appealing to people who have a high regard for honesty (a personal value)

4.4. Verbal and visual imagesVerbal and visual imagesSome messages lean itself to be more effective when visual, while Some messages lean itself to be more effective when visual, while some appeal to the verbal, cerebral proposition / target audiencesome appeal to the verbal, cerebral proposition / target audience

Advertising appealsAdvertising appeals““Appeal: the quality to make something (a product, Appeal: the quality to make something (a product,

service or brand) or someone attractive”service or brand) or someone attractive”

1.1. FearFearThese ads reinforce the negative effects of not These ads reinforce the negative effects of not buying the product or using the servicebuying the product or using the service

2.2. HumourHumourHumour helps the advertising message cut Humour helps the advertising message cut through the clutterthrough the clutter

3.3. SexSexSex sells when used relevantly – e.g. Susan Sex sells when used relevantly – e.g. Susan Boyle in sexy lingerie would not necessarily sell Boyle in sexy lingerie would not necessarily sell her CD’sher CD’s

4. Musical4. MusicalDeciding between coming up with a catchy jingle or using Deciding between coming up with a catchy jingle or using existing songs as a backdrop to an ad, will depend on the existing songs as a backdrop to an ad, will depend on the objective and cost. objective and cost. Music is effective because it involves the auditory as well Music is effective because it involves the auditory as well as verbal attention of the target audience.as verbal attention of the target audience.

5. Rational appeal5. Rational appealAdvertisers focussing on a logical persuasion. It involves Advertisers focussing on a logical persuasion. It involves reasoning with the target audience.reasoning with the target audience.

6. Emotional Appeals6. Emotional Appeals

Advertisements playing on a person’s sense of happiness, Advertisements playing on a person’s sense of happiness, anger, family, friendship, etc. to sell the product.anger, family, friendship, etc. to sell the product.

7. Scarcity appeal7. Scarcity appeal

““While stocks last”; “Limited edition”; “Never to be While stocks last”; “Limited edition”; “Never to be repeated” – all of these attract people because of its sense repeated” – all of these attract people because of its sense of urgency. People do not want to miss out on the latest, of urgency. People do not want to miss out on the latest, greatest, next-best-thing…and advertisers use this human greatest, next-best-thing…and advertisers use this human behaviour to their advantage.behaviour to their advantage.