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Planning Advertising and Integrated Brand Promotion

Planning Advertising and Integrated Brand Promotion

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©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

2 ©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

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Polishing the Apple—Again and AgainPolishing the Apple—Again and Again

Apple’s launch of the iPad used a comprehensive and creative

IPB campaign:

✦ The iPad was scheduled to go on sale in Spring 2010.✦ The “launch” started months before, however, with rumors circulating

weekly.

✦ Steve Jobs gave a sneak preview in January 2010 again teasing Apple fans.

✦ No ads ran for the two months, but the buzz was already built as bloggers started to speculate about the functionality and virtues of the iPad.

✦ The first ads ran during the Oscars in March 2010, followed by 2.4 million views on YouTube—a huge viral effect for the brand.

✦ Next, branded entertainment kicked in with the iPad featured the entire episode of Modern Family on March 31, 2010.

✦ The official sales date was finally set as April 3, 2010.

✦ Long lines began to form outside retail outlets on April 2, 2010.

©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

Advertising Plan and Its Marketing ContextAdvertising Plan and Its Marketing Context

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Marketing PlanMarketing Plan

Ad PlanAd Plan

Specifies thinking and tasks needed to conceive and implement an effective advertising effort

©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

Advertising Plan ComponentsAdvertising Plan Components

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Situation Analysis

Objectives

Budgeting

Introduction

Strategy

Execution

Evaluation

©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

Advertising Plan ComponentsAdvertising Plan Components

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IntroductionIntroduction • Executive Summary

• Overview

Situation AnalysisSituation Analysis• Cultural Context• Ethnocentrism

• Self-Reference Criterion

• Historical Context• Industry Analysis• Market Analysis• Competitor

Analysis

©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

Advertising Plan Components: Advertising Plan Components:

• To create or maintain brandawareness

• To change consumer beliefs orattitudes

• To influence purchase intent• To stimulate trial use• To convert one-time users into

repeat purchasers• To encourage brand switching

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ObjectivesObjectives

©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

Communication vs. Sales ObjectivesCommunication vs. Sales Objectives

Advertising = Sales?Advertising = Communication?Effective Communication = Sales?– Focusing on communications objectives allows

advertisers to consider a broad range of strategies.

– Communications recognizes a greater complexity inthe advertising/IBP process. Building brand loyalty

can take years—and might not affect sales in the short

term

– While there is tension, both objectives can be used

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©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

Advertising Plan Components: ObjectivesAdvertising Plan Components: Objectives

• Quantitative benchmarks

• Measurement/criteria for success

• Time frame

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Characteristics of Characteristics of Workable ObjectivesWorkable Objectives

©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

Advertising Plan Components: BudgetingAdvertising Plan Components: Budgeting

• Percentage of saleso Does not relate spending to objectives

• Share of market/voiceo Likely to only maintain “status quo” market share

• Response modelso Associates dollars spent on advertising to sales generated

o Assumes simple causality

• Objective and Tasko Preferred and most strategic approach

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Budgeting MethodsBudgeting Methods

©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

Implementing Objective and Task BudgetingImplementing Objective and Task Budgeting

Determine Determine Cost Cost Based on Based on Build-up Build-up AnalysisAnalysis•Production costs•Ancillary costs•Other promotion/IBP•Reach•Frequency•Time frame•Media

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Compare Costs Against Compare Costs Against Industry and Corporate Industry and Corporate

BenchmarksBenchmarks

Reconcile andReconcile andModify BudgetModify Budget

Determine Time Frame Determine Time Frame for Payoutfor Payout

©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

Advertising Plan ComponentsAdvertising Plan Components

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StrategyStrategy • Brand Name Recognition?

- Repetition andfrequency

- Broaden appeal to new segments

- Rhyming games

• Trial Use Stimulation?

- Introductory offers

- Product guarantees

• Brand Switching?

- Value Propositions

- Product comparisons

©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

Advertising Plan ComponentsAdvertising Plan Components

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ExecutionExecution • Creative Brief• Copy Strategy• Media Plan• Integrated Brand Promotion

EvaluationEvaluation • Criteria• Methods• Consequences

©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

The Role of the Advertising Agency in Planning Advertising and IBPThe Role of the Advertising Agency in Planning Advertising and IBP

• Advertiser must bring to the table an assessment of the brand’s value, the external environment, and opportunities and threats.

• The advertising agency’s role is to translate the current marketing plan and market status of the brand into:o advertising objectives

o advertising strategieso finished advertisements and IBP materialso media placement and execution of advertising and IBP

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