Advtg Field Planning & Objective Setting

8/8/2019 Advtg Field Planning & Objective Setting

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Advertising Management


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The Field of



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Market / Consumer Behavior

Government

Competition

Ad Agency

Media

Research

Agency

Advertiser

Control Inst. Facilitating Inst.

The Institutions Involved and their

Role


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Research Suppliers

Advertiser Ad agency Media

Role of the Facilitating Institutions


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Planning and Decision Making


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Framework of Advertising Planning

and Decision Making

Situation Analysis

Marketing Program

Integrated Mar. Com. Plan

Advertising Plan

Implementation


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Role of Advertising

In the Marketing Program

Situation Analysis

Marketing Program

It defines the role of eachelements of the Marketing Mix

And indicates how all elements

will support and synergize for

maximum impact

IMC & Advertising plan

Implementation


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Advertising Plan Components

Situation Analysis

Marketing Program

Advertising Plan

And IMC

Setting Objectives -

(segmentation-positioning)

Media strategy and tactics

Message strategy and tactics

Implementation

Coordination and synergy

with other IMC tools


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Advertising Plan - Implementation

Situation Analysis

Marketing Program

IMC /Advertising Plan

Implementation

Facilitating Agencies

Social, legal and other

constraints


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Advertising

Persuasive Communication


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The Communication Process

MessageSource Receiver Destination

Media WOM

Perception Process

Message


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The

Persuasion

Process of

Advertising

is through

a variety

of

advertising

effects

Awareness/

Familiarity

Brand Benefits

and Information

Creating Image /

Personality

Associating

Feelings with Brand

Linkage of Brand withPeers/Experts/Group Norms

Reminder / Brand trial

Inducement

BrandAttitude

PurchaseBehavior

The Persuasion Process of Advertising


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Setting Goals and Objectives


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Advertising and Marketing Objectives

Advertising objectives flow from marketing objectives

Marketing Objectives

AdvertisingObjectives

MediaObjectives


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Sales as Advertising Objectives

Operational Advertising Objectives -

Provide criteria for decision making

Serve as a communication and coordination tool

Provide criteria to evaluate performance

Can Sales be an Operative Objective?


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Sales

A meaningful Advertising objective?? Advertising has a lagged effect

New customers Advertising Immediate Sales Future Sales

Change attitude / improve image

Isolating Ad impact from other elements of the

marketing mix is difficult

Hence sales cannot be an operative objective


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SettingAdvertising Objectives

Setting Objectives involve 3 considerations

1. Behavioral decisions that Advertising must

influence e.g. trail purchase, repeat purchase

2. Decision making process that influencesbehavior and precedes communication

3. The Target Segment

Advertising has no direct relationship with sales


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Sales Strategy -

The basis for Advertising Objectives

Sales growth comes from -

New customers buying

Old customers staying loyal

Old customers consuming more


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Demand Generation Offensive Strategy

Market dynamics:- Sales grow because of new customers buying

Offensive Marketing Strategies Primary demand generation an appropriate strategy

for a market leader

Secondary demand generation an appropriatestrategy in a mature market

Those not the

buying product

Existing

customers

Those buying

Other brands


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Demand Generation

Defensive Strategy

Market dynamics:

Sales grow with old customers staying loyal

Defensive Marketing Strategy Recall the important brand features

Reinforce use experience

Consumerpromotions


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Demand Generation

I

ncrease Consumption

Market dynamics:

Sales grow with product form expansion More frequent usage / share of requirement

(SOR)

New use applications


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Secondary Demand-

New customers using

other brands

Primary Demand -

Customers trying

the category for the

first time

Existing customer

Loyalty

More Consumption

New uses and more usage

Behavioral

Responses

that drive

Purchase

Marketing / Sales Strategies & Behavioral Objectives

Induce Trial

Purchase

Induce Trial

Purchase

Loyalty

Increased

Usage / SOR


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The Influence of Advertising

on Desired Behavior

Advertising is not effective in directly evoking desired

action -Purchase.

Advertising causal intervening response

desired behavioral response Sales

Sales Promotions, Direct Marketing, RetailAdvertising

used in conjunction with Advertising can drive sales


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The

Persuasion

Process of

Advertisingis through

a variety

of

advertising

effects

Awareness/

Familiarity

Brand Benefits

and Information

Creating Image /

Personality

Associating

Feelings with Brand

Linkage of Brand withPeers/Experts/Group Norms


Inducement

BrandAttitude

PurchaseBehavior

The Persuasion Process of Advertising

These Intervening Variables between Advertising and Action are

more effective Operational Advertising Objectives than Sales


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The

Persuasion

Process ofAdvertising

is through

a variety

of effects

Awareness /

Familiarity

Brand Benefit

Information

Creating image -

personality / users

Associating feelings

with Brand use

Linkage with peers /

experts/group norms


inducement

Purchase

These Intervening Variables have a causal relationship between

Advertising & Sales

Trial Purchase

& Loyalty

Trial Purchase &

Increased usage

Loyalty

Loyalty

Loyalty


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Advertising Objectives (the Intervening

Response Variables that are persuasive in its

context)are determined by the type of Sales

Strategy and Behavioral Objectives


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Other Persuasion Models

IADA Hierarchy Innovatioof Effects Adoption

AttentionAwareness

Knowledge

Awareness

Interest

Desire

Liking

Preference

Conviction

Interest

Evaluation

Cognitive

Stage

Affective

Stage

Action

Stage

Action Purchase

Trial

Adoption


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Advertising Objectives,

Segmentation and Positioning


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Advertising Objectives

Include th

eT

arget SegmentSegment and sub-segment can be defined by

Behavioral measures non-users, other brand

users, heavy / light / loyal users etc.

Advertising response measures unaware, not

convinced of key benefits, diffused / sharp image, etc

Lifestyle - attitude and opinions, interests

Benefits sought

Demographic, psychographics, geographic basis -

more relevant for media decisions


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Segmentation Strategies

Undifferentiated orAggregation Strategy : All

groups are the focus of a singleMarketing Program

Concentration : all marketing programs are focused

on one large sub-group

Concentration on a small segment is a Niche Strategy

Differentiation : separate marketing programs for 2 or

more sub-groups


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Target Market and

Media Reach

Approach

es Controlled Coverage using niche media to

reach only the desired segment e.g. trade

magazines

Customer Selection using mass media for

Reach is directed at mass audiences


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Advertising and Positioning

Brand Positioning is communicated primarily

through Advertising

It differentiates the brand - indicates the position

of the brand vis--vis other brands In the absence of an USP Advertising is the

differentiator

Repositioning may also be considered


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Positioning Strategies

Positioning strategies - single or multiple:

Product attributes or consumer benefit

Price-quality

Use or application

Users

Product class Cultural symbols

Competitors

Documents

Advtg Field Planning & Objective Setting