Advertising Media Strategy

Strategic Planning to Develop Advertising1

don’t think like a consumer

…think like an advertising manager

how to think…

don’t think like a student

so, what’s the module about…

why this style?

What came first… media choice or message/idea?

What is the strategy?

Why launch around X Factor premiere?

what this module is about…

Critical analysis of theories and concepts about how advertising is produced and how it works at a strategic level

Evaluation of how strategic and creative decisions contribute to the development of effective advertising

Explanation and application of the process of media planning and selection

Critical evaluation of individual media as part of advertising strategy

Reading and research based on concepts covered in lecture, and use of material and worksheets on X-Stream

Group discussion of results of reading and research and comparison of worksheet content

see Module Handbook for recommended texts

how this module is taught…

Weekly lecture

How this module is assessed

3 components to the assessment…

Advertising Strategy Analysis – 40%

Advertising Strategy and Media Plan – 50%

Advertising Storyboard – 10%

Submission – Monday 12th January at 12noon

response to advertising

Consumer is exposed to the message - via media

Consumer has a response that is a communication effect - via awareness, attitude, need and intention (via creative + media)

Consumer processes the message - via words, pictures, sound (creative content)

Consumer takes action - via purchase or …

Percy and Elliott (2012)

4 stage process

advertising usually used repeatedly…

to encourage trial… target is potential new users

objectives and repetition…

to encourage repeat purchase… target is existing users

Percy and Elliott (2012)

other elements of the marketing mix… product, price, place, promotion, people, process, physical evidence

other elements of the marketing communications mix… sales promotion, direct marketing, public relations, packaging and point of sale, personal selling

advertising rarely solely responsible for purchase…

Popchips advert…

Magazines

Celebrity Endorsement

other media and vehicles…

other marketing communications…

planning is necessary…

part of a strategic planning process and hierarchy

Marketing plan sets out how marketing can help the company achieve those objectives

Marketing communications plan sets out the how, why, when and where of communicating to target markets

Company plan sets overall objectives - usually sales or market share based and linked to profit

advertising plan developed by marketer and advertising agency

Percy and Elliott (2012)

communications response sequence versus the planning sequence…

When planning…

Percy and Elliott (2012)

exposure

communications effects

target audience action

processing

target audience action

communications effects

processing

exposure

exposure…Where can we reach the target cost effectively?

About media selection and scheduling (where, when and how often)

On a Leeds billboard…- outdoor- who reads it?- when was it scheduled?- how many?- any other media used?

processing…What creative approach might work best?

Words, images, sounds… others?

tone

style

effects…How is the brand positioned?

What effect on the consumer do we want to achieve?

Target audience…

Who’s most likely to use the brand/products?

Are there existing users or potential users… or both?

Not easy to define and identify

Needs to be detailed- demographics- psychographics- lifestyle and behaviour

Advertising strategy

Document called the Advertising Strategy

Defines the objectives of the advertising campaign

Fletcher (2010 pp 6 – 7)

Ensures everyone involved knows the objectives

contents…

Campaign’s objectives

Facts about the brand to be advertised

Message the advertising must communicate

Tone in which it must be communicated

Media channels and vehicles likely to be used

Budgets available for production and media

Competitors and their marketing and advertising

The target audience at which the campaign will be aimed

Timescale for production and media

Market research into target market and audience consumers

Any other important detailsFletcher (2010 pp 6 – 7)

who writes this document?

One -The advertiser - marketer, brand owner…

marketing department

marketing manager, brand manager, advertising manager

Two - The advertiser’s advertising agency…

account service department, account planning

account director, account manager, account planner

Simplistic, clichéd conclusions and objectives are useless

Must be much sharper and go much deeper

The strategy must be inspiring and exciting to those who have to put it into effect

sharp, deep, inspiring…

Saying nothing more than that the brand is better than its competitors produces advertising that is bland to the point of tedium

Fletcher (2010 pp 6 – 7)

for next week’s seminar

Do the reading in the two books referenced in the lecture(also re-reading parts of Yeshin could be useful)

Head to sites such as Campaign, MediaWeek, AdAge, ASA… what’s going on in the world of advertising and media?

references and reading

Fletcher, W. (2010) Advertising: a very short introduction. Oxford: Oxford

University Press.

Percy, L. and Elliott, R. (2012) Strategic Advertising Management. Oxford,

Oxford University Press.

Yeshin, T. (2006). Advertising. London: Thomson

Go to Library Online and look for recent articles in academic journals (via

EBSCO and Emerald) and on WARC using “advertising strategy” as your

search words.