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Chapter 8Chapter 8

MarketingMarketingThe Planning ProcessThe Planning Process

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IntroductionIntroduction: Key Concepts The Single Biggest Thing

The Campaign Concept The Language of Marketing

Planning & Strategy

How Advertising Works The Planning Process

Questions & Discussion

Key Concepts

The Single Biggest Thing

The Campaign Concept The Language of Marketing

Planning & Strategy

How Advertising Works The Planning Process

Questions & Discussion

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Key ConceptsKey Concepts The Single Biggest Thing

Campaigns Objectives & Strategies

Advertising & Marketing

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Key ConceptsThe Single Biggest Thing: Advertising dollars have great elasticity Planning and implementing the Right Advertising

is usually critical for success in the marketplace

The Wrong Advertising is usually worthless

Advertising can be The Single Biggest Thing

It can probably impact sales more than any other

element of the marketing mix. And it is the most fun!

Advertising dollars have great elasticity

Planning and implementing the Rig

ht Advertisingis usually critical for success in the marketplace

The Wrong Advertising is usually worthless

Advertising can be The Single Biggest Thing

It can probably impact sales more than any other

element of the marketing mix. And it is the most fun!

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Key ConceptsThe Single Biggest Thing Advertising is just a part ofThe Five Ps All of IMC is important

However... Advertising dollars are...

Often, the biggest item in the marketing budget

The most visible part of marketing spending

The most controllable marketing activity

Advertising is oftenthe tail that wags the marketing dog

Advertising is j

ust a part ofThe Five Ps

All of IMC is important

However... Advertising dollars are...

Often, the biggest item in the marketing budget

The most visible part of marketing spending

The most controllable marketing activity

Advertising is oftenthe tail that wags the marketing dog

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Key ConceptsCampaigns: Origin of term Military Campaigns

Political Campaigns

Advertising Campaigns

Origin of term

Military Campaigns

Political Campaigns

Advertising Campaigns

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Key ConceptsCampaigns: Origin of term Origin of term Fr. campagne,It. campagna - open country

suited to military maneuvers

Campaign - a series of military operations

with a particular objective in a war

Campaign - a series of organized planned

actions with a particular purpose, as for

electing a candidate.

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Key ConceptsCampaigns: Military Campaigns Military CampaignsVictory is my objective.

War is my strategy.

WinstonChurchill

Victory is my objective.War is my strategy.

WinstonChurchill

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Key ConceptsCampaigns: Military Campaigns Military Campaigns a series of military operations with a

particular objective in a war

Advertising and marketing use

both the language and the

military mindset

Example: a very popular

marketing book

a series of military operations with a

particular objective in a war

Advertising and marketing use

both the language and the

military mindset

Example: a very popular

marketing book

QuickTime and aTIFF (Uncompressed) decompressor

are needed to see this picture.

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Key ConceptsCampaigns: Political Campaigns Political Campaigns

Each geographic or statewide

campaign may have objec-

tives and strategies contrib-

uting to the overall campaign.

Each geographic or statewide

campaign may have objec-

tives and strategies contrib-

uting to the overall campaign.

In politics, as in war, youhave to pick your battles.

National political campaigns

focus on key states and voter

groups.

In politics, as in war, youhave to pick your battles.

National political campaigns

focus on key states and voter

groups.

The final objective is an

ElectoralCollege majority.

The final objective is an

ElectoralCollege majority.

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Key ConceptsCampaigns: Advertising Campaigns Advertising CampaignsAdvertising

is a team sport!Advertising

is a team sport!

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Key ConceptsCampaigns: Advertising Campaigns Advertising Campaigns Structured and

sequentialactivities

An imaginativere-integration ofnew and existing

factors

Shared objectivesand strategies

Structured andsequentialactivities

An imaginativere-integration ofnew and existing

factors

Shared objectivesand strategies

A team effort A team effort

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Key Concepts Next, well show you four billboard adsdone years ago for a telecom company in

Kansas City - Birch Telecom It was a successful advertising campaign

Then, well discuss some of the basiccommon elements needed in an

advertising campaign

Here they are...

Advertising Campaign:

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Key ConceptsAdvertising Campaign:

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Key ConceptsAdvertising Campaign:

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Key ConceptsAdvertising Campaign:

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Key ConceptsAdvertising Campaign:

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What were the common elements?

1. ____________________________

2. ____________________________

3. ____________________________

4. ____________________________

5. ____________________________6. ____________________________

What were the common elements?

1. ____________________________

2. ____________________________

3. ____________________________

4. ____________________________

5. ____________________________6. ____________________________

Key ConceptsAdvertising Campaign:graphic look

strategic message

benefit statement

brand personality

executional elements - the doganything else?

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Campaigns are built with Campaigns are built withKey ConceptsAdvertising Campaign:

Plans & StrategiesPlans & Strategies

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Key ConceptsPlans & Strategies: Organized Actions and Imaginative Reintegration

Plans & Strategies are a combination of:

Tightly organized planned actions

Unique strategic configurations

Plans may contain strategies Strategies need plans to be implemented

Organized Actions and

Imaginative Reintegration

Plans & Strategies are a combination of:

Tightly organized planned actions

Unique strategic configurations

Plans may contain strategies Strategies need plans to be implemented

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Key ConceptsPlans & Strategies: Kenichi Ohmae (head of McKinsey Japan) Kenichi Ohmae (head of McKinsey Japan)In business as on the battlefield, the object of strategyIn business as on the battlefield, the object of strategyis to bring about the conditions most favorableis to bring about the conditions most favorable

to ones own side.to ones own side.

In strategic thinking ,In strategic thinking ,

one first seeks a clear understandingone first seeks a clear understanding

of the particular character of each element of a situation,of the particular character of each element of a situation,

and then makes the fullest possible useand then makes the fullest possible use

of human brainpower to restructure the elementsof human brainpower to restructure the elements

in the most advantageous way.in the most advantageous way.

In business as on the battlefield, the object of strategyIn business as on the battlefield, the object of strategy

is to bring about the conditions most favorableis to bring about the conditions most favorable

to ones own side.to ones own side.

In strategic thinking ,In strategic thinking ,

one first seeks a clear understandingone first seeks a clear understanding

of the particular character of each element of a situation,of the particular character of each element of a situation,

and then makes the fullest possible useand then makes the fullest possible use

of human brainpower to restructure the elementsof human brainpower to restructure the elements

in the most advantageous way.in the most advantageous way.

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Key ConceptsPlans & Strategies: Kenichi Ohmae (head of McKinsey Japan) Kenichi Ohmae (head of McKinsey Japan)Phenomena and events in the real worldPhenomena and events in the real worlddo not always fit a linear model.do not always fit a linear model.

Hence, the most reliable means of dissecting a situationHence, the most reliable means of dissecting a situation

into its constituent parts and then reassembling theminto its constituent parts and then reassembling them

in the desired pattern is not a stepin the desired pattern is not a step--byby--step methodologystep methodology

such as systems analysis.such as systems analysis.Rather, it isRather, it is that ultimate nonthat ultimate non--linear thinking toollinear thinking tool,,

the human brain.the human brain.

Phenomena and events in the real worldPhenomena and events in the real world

do not always fit a linear model.do not always fit a linear model.

Hence, the most reliable means of dissecting a situationHence, the most reliable means of dissecting a situation

into its constituent parts and then reassembling theminto its constituent parts and then reassembling them

in the desired pattern is not a stepin the desired pattern is not a step--byby--step methodologystep methodology

such as systems analysis.such as systems analysis.Rather, it isRather, it is that ultimate nonthat ultimate non--linear thinking toollinear thinking tool,,

the human brain.the human brain.

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Key ConceptsPlans & Strategies: Kenichi Ohmae (head of McKinsey Japan) Kenichi Ohmae (head of McKinsey Japan)No matter how difficult or unprecedented the problem,No matter how difficult or unprecedented the problem,a breakthrough to the best possible solutiona breakthrough to the best possible solution

can come only from a combination of rational analysiscan come only from a combination of rational analysisbased on the real nature of things,based on the real nature of things,

andand imaginative reintegrationimaginative reintegration

of all the different items into a new patternof all the different items into a new pattern

No matter how difficult or unprecedented the problem,No matter how difficult or unprecedented the problem,

a breakthrough to the best possible solutiona breakthrough to the best possible solution

can come only from a combination of rational analysiscan come only from a combination of rational analysisbased on the real nature of things,based on the real nature of things,

andand imaginative reintegrationimaginative reintegration

of all the different items into a new patternof all the different items into a new pattern

usingusing nonlinear brain powernonlinear brain power..usingusing nonlinear brain powernonlinear brain power..

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Key ConceptsPlans & Strategies: Now lets talk about Plans Marketing Plans are written: By the Advertisers

By their Advertising Agencies Creative Plans may be called:

Creative strategies

Creative blueprints

Creative platforms Creative briefs

And sometimes the word communicationreplaces the word creative

Now lets talk about Plans

Marketing Plans are written:

By the Advertisers

By their Advertising Agencies Creative Plans may be called:

Creative strategies

Creative blueprints

Creative platforms Creative briefs

And sometimes the word communicationreplaces the word creative

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Key ConceptsPlans & Strategies: Plans contain Strategies and vice versa Marketing Plans may also have Strategies and Plans

for Sales Promotion and PR

The Campaign will also have

A Media Strategy - and

A Media Plan

Media Departments write Media Plans The Advertising Strategy determines the Creative

Objective and the Media Objective

Plans contain Strategies and vice versa

Marketing Plans may also have Strategies and Plans

for Sales Promotion and PR

The Campaign will also have

A Media Strategy - and

A Media Plan

Media Departments write Media Plans The Advertising Strategy determines the Creative

Objective and the Media Objective

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Key ConceptsPlans & Strategies:

Media Strategy

To be determined

Creative Strategy

To be determined

Market Strategy/MediaTarget audienceW 18-49Market Strategy/CreativeEstablish brand as superior

Media ObjectiveDeliver Advertising to

Target audienceW 18-49

Creative Objective

Establish brand as superior

Marketing Objective

Sell one million of product

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Key ConceptsPlans & Strategies: Whos going to manage all of this? At the client, Director ofMarketing Responsible forMarketing

Usually setsM

arketingObjective and Budget

Agency is responsible for Advertising

Good agencies seek to do this work for their clients

At the agency, Account Managers:

They are the link to the client

They develop strategy - orlead development

They manage the resources of the agency

and, very often, they write the Plans

Whos going to manage all of this?

At the client, Director ofMarketing

Responsible forMarketing

Usually setsM

arketingObjective and Budget

Agency is responsible for Advertising

Good agencies seek to do this work for their clients

At the agency, Account Managers:

They are the link to the client

They develop strategy - orlead development

They manage the resources of the agency

and, very often, they write the Plans

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Key ConceptsPlans & Strategies: Agencies turn strategies into ideas And they turn those ideas into ads

Creative people actually make the ads

Copywriters and art directors

Agencies turn plans into campaigns

Clients and account management determine

needs and budgets

Media departments turn budgets and strategies

into Media Plans

Agencies turn strategies into ideas

And they turn those ideas into ads

Creative people actually make the ads

Copywriters and art directors

Agencies turn plans into campaigns

Clients and account management determine

needs and budgets

Media departments turn budgets and strategies

into Media Plans

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Key ConceptsPlans & Strategies:Plans & Strategies:Plans & Strategies:Plans & Strategies: To make plans and strategies work, a lot ofpeople have to work together.

And that means they have to speak

To make plans and strategies work, a lot of

people have to work together.

And that means they have to speak

The same language!The same language!The same language!The same language!

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Key ConceptsVocabulary:Vocabulary:Vocabulary:Vocabulary: The Language ofMarketing & Advertising The Language ofMarketing & Advertising Original concepts came from military

Now the business of marketing has its ownintellectual infrastructure - a way of

thinking and a way of talking

Understanding the specific meanings of

key words and concepts is critical

Yes, it will be on the test!

Original concepts came from military

Now the business of marketing has its ownintellectual infrastructure - a way of

thinking and a way of talking

Understanding the specific meanings of

key words and concepts is critical

Yes, it will be on the test!

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Key ConceptsVocabulary:Vocabulary:Vocabulary:Vocabulary: Mission: Overall goals & valuesyour reason for being Objective: What you want to accomplish.

Strategy: How you are going to do it. Tactic: Specific action. (Should be specific

action that helps meet strategic goals - tacticsshould be on strategy.)

Mission: Overall goals & valuesyour reason for being

Objective: What you want to accomplish.

Strategy: How you are going to do it. Tactic: Specific action. (Should be specific

action that helps meet strategic goals - tacticsshould be on strategy.)

Remember,objectives first, then strategy. (Ifyou dont know where youre going, any roadwill take you there.)

Remember,objectives first, then strategy. (Ifyou dont know where youre going, any roadwill take you there.)

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Remember the acronym M.O.S.T.Mission, Objective, Strategy, Tactics

Remember the acronym M.O.S.T.Mission, Objective, Strategy, Tactics

Key ConceptsVocabulary:Vocabulary:Vocabulary:Vocabulary: Mission: Overall goals & valuesyour reason for being Objective: What you want to accomplish.

Strategy: How you are going to do it. Tactic: Specific action. (Should be specific

action that helps meet strategic goals - tacticsshould be on strategy.)

Mission: Overall goals & valuesyour reason for being

Objective: What you want to accomplish.

Strategy: How you are going to do it. Tactic: Specific action. (Should be specific

action that helps meet strategic goals - tacticsshould be on strategy.)

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Key ConceptsVocabulary:Vocabulary:Vocabulary:Vocabulary: The Value Ladder

Consumer Benefit

Product Benefit

Feature Attribute

Benefit

Value

The Value Ladder

Kids like it

Easy to serve

E-Z Open glass jar

Good food for my family

Im a good mom

Apple sauce is madefrom apples

Laddering

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Key ConceptsVocabulary:Vocabulary:Vocabulary:Vocabulary: Some More Important Words Some More Important Words Target audience -person or group to whom

advertising is directed

Primary target - the target audience

Secondary target - usually, the trade

Demographics - statistical description of

target audience Psychographics -psychological traits of

target audience

Target audience -person or group to whomadvertising is directed

Primary target - the target audience

Secondary target - usually, the trade

Demographics - statistical description of

target audience Psychographics -psychological traits of

target audience

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Key ConceptsVocabulary:Vocabulary:Vocabulary:Vocabulary: Some More Important Words Some More Important Words Sales Promotion - use of incentives (a small

bribe) to develop or stimulate sales

Public Relations (PR) - publicity throughnon-paid media Publics - a PRversion of target audience

Situation Analysis -beginning section of planwhere current situation is evaluated

SWOT Analysis - Strengths,Weaknesses,Opportunities, and Threats

Sales Promotion - use of incentives (a smallbribe) to develop or stimulate sales

Public Relations (PR) - publicity throughnon-paid media Publics - a PRversion of target audience

Situation Analysis -beginning section of planwhere current situation is evaluated

SWOT Analysis - Strengths,Weaknesses,Opportunities, and Threats

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Key ConceptsVocabulary:Vocabulary:Vocabulary:Vocabulary: Some Important Media Words Some Important Media Words Reach -percentage of the audience exposed to

an advertising message

Frequency - average number of times audiencehas had the opportunity to see the message

GRPs (Gross Rating Points) - the sum of theratings points (a point is one percent of theaudience)

TRPs (Target Rating Points) - this is a subset,measuring rating points for the target group

Reach -percentage of the audience exposed toan advertising message

Frequency - average number of times audiencehas had the opportunity to see the message

GRPs (Gross Rating Points) - the sum of theratings points (a point is one percent of theaudience)

TRPs (Target Rating Points) - this is a subset,measuring rating points for the target group

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Key ConceptsVocabulary:Vocabulary:Vocabulary:Vocabulary: Some More Important Media Words Some More Important Media Words CPM (Cost per thousand) - how much it costs

to reach a thousand people (the M is the

Roman numeral for a thousand) CPP (Cost per point) - how much it costs to buy

a point of the broadcast audience

Share - percentage of an audience tuned to aspecific station or specific show

CPM (Cost per thousand) - how much it coststo reach a thousand people (the M is the

Roman numeral for a thousand) CPP (Cost per point) - how much it costs to buy

a point of the broadcast audience

Share - percentage of an audience tuned to aspecific station or specific show

OK, now that we know how to talk aboutadvertising, lets talk about how it works

OK, now that we know how to talk aboutadvertising, lets talk about how it works

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AdvertisingHow Advertising WorksHow Advertising WorksHow Advertising WorksHow Advertising Works Next, well cover... Next, well cover...How Advertising WorksHow Advertising WorksHow Advertising WorksHow Advertising WorksHow Advertising WorksHow Advertising WorksHow Advertising WorksHow Advertising WorksHow Advertising WorksHow Advertising WorksHow Advertising WorksHow Advertising WorksHow Advertising WorksHow Advertising WorksHow Advertising WorksHow Advertising Works Some things we know about people

Some things we know about

advertising messages

The Lavidge-Steiner Learning Model AIDA

Some things we know about people

Some things we know about

advertising messages

The Lavidge-Steiner Learning Model AIDA

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AdvertisingHow Advertising WorksHow Advertising WorksHow Advertising WorksHow Advertising Works Some things we know about people. Some things we know about people. People read what interests them,sometimes its an ad. (Gossage)

People are strategic - theylook out fortheir own best interests.

People are bombarded with messages

A key concern is getting through clutter People (and advertising) work from both

logic and emotion

People read what interests them,sometimes its an ad. (Gossage)

People are strategic - theylook out fortheir own best interests.

People are bombarded with messages

A key concern is getting through clutter People (and advertising) work from both

logic and emotion

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AdvertisingHow Advertising WorksHow Advertising WorksHow Advertising WorksHow Advertising Works Some things we know about Advertising Some things we know about AdvertisingBranding and AdvertisingBranding = overall brand equity building

Advertising = specific messages and goals

Advertising contributes to Branding

Advertising is concerned with: The Advertising Message

Media Planning and Placement

Branding and Advertising

Branding = overall brand equity building

Advertising = specific messages and goals

Advertising contributes to Branding

Advertising is concerned with: The Advertising Message

Media Planning and Placement

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The Lavidge-SteinerLearning Model

The Lavidge-SteinerLearning ModelAdvertisingHow Advertising WorksHow Advertising WorksHow Advertising WorksHow Advertising Works

Awareness

Knowledge

Liking

Preference

Conviction

Purchase

Begins with Awareness

Moves to Convictionand Purchase

Begins with Awareness

Moves to Convictionand Purchase

NOTE:Process may bequite rapid and youmay try before beingtotally convinced

NOTE:Process may bequite rapid and youmay try before beingtotally convinced

How people learn ads How people learn ads

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AIDAAIDA AIDAAIDAAdvertisingHow Advertising WorksHow Advertising WorksHow Advertising WorksHow Advertising WorksAAttentionttentionAAttentionttention

IInterestnterest IInterestnterest

DDesireesire

DDesireesireAActionction!!AActionction!!

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AdvertisingHow Advertising WorksHow Advertising WorksHow Advertising WorksHow Advertising WorksWhat we need to know:What we need to know:

Target Audience Factors That Motivate

Purchase Behavior

Unique Brand Characteristics

Target Audience Factors That Motivate

Purchase Behavior

Unique Brand Characteristics

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AdvertisingHow Advertising WorksHow Advertising WorksHow Advertising WorksHow Advertising WorksMore ways to think aboutMore ways to think about AdvertisingMore ways to think aboutMore ways to think about Advertising Factors That Influence

Purchase Behavior Basis of competition

A critical decision

The Problem The Advertising Must Solve

From the Y&RCreative WorkPlan - one ofthe key tasks is determining what you want theadvertising to do.

Factors That InfluencePurchase Behavior

Basis of competition

A critical decision

The Problem The Advertising Must Solve

From the Y&RCreative WorkPlan - one ofthe key tasks is determining what you want theadvertising to do.

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AdvertisingHow Advertising WorksHow Advertising WorksHow Advertising WorksHow Advertising WorksMore ways to think about AdvertisingMore ways to think about Advertising Brand Contact PointsAperture and Personal Media Network

Unique Selling Proposition

inherent drama

Whatever and howeveryou think about it,eventuallyyou have to do it

Brand Contact Points

Aperture and Personal Media Network

Unique Selling Proposition

inherent drama

Whatever and howeveryou think about it,eventuallyyou have to do it

You need a Plan! You need a Plan!

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PlanningIntroductionIntroductionIntroductionIntroductionThe Planning ProcessThe Planning Process

Generally, plans cover at least four areas:

Marketing Objective and Strategy (The 5 Ps) Advertising Objective and Strategy

Creative Strategy (The Advertising Message)

Media Objective and Media Strategy

Other Plans and Strategies

Sales Promotion, PR, etc.

Generally, plans cover at least four areas:

Marketing Objective and Strategy (The 5 Ps) Advertising Objective and Strategy

Creative Strategy (The Advertising Message)

Media Objective and Media Strategy

Other Plans and Strategies

Sales Promotion, PR, etc.

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PlanningIntroductionThe Planning ProcessThe Planning Process Generally, this approach is right for a

consumer-oriented marketer.

For example, a small industrial firm mightemphasize other things - such as:

Trade Shows and Trade Advertising

Their own Sales Force orSales Reps Current Customer Relationships

However, the underlying principles apply.

Generally, this approach is right for aconsumer-oriented marketer.

For example, a small industrial firm mightemphasize other things - such as:

Trade Shows and Trade Advertising

Their own Sales Force orSales Reps Current Customer Relationships

However, the underlying principles apply.

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PlanningIntroductionIntroductionThe Planning ProcessThe Planning Process

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A Ten Part ProcessA Ten Part ProcessPlanningIntroductionIntroduction

Evaluation

1. Situation Analysis

2. Research

3. Problems & Opportunities

Goal Setting

4. Marketing Objective5. Budget

And then...

Evaluation

1. Situation Analysis

2. Research

3. Problems & Opportunities

Goal Setting

4. Marketing Objective5. Budget

And then...

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A Ten Part ProcessA Ten Part ProcessPlanningIntroductionIntroductionIntroductionIntroduction

Building the Plan

6. Strategies

7. Advertising Creative

8. Media

9. Sales Promotion

+Other appropriate IMC plans and strategies

Building the Plan

6. Strategies

7. Advertising Creative

8. Media

9. Sales Promotion

+Other appropriate IMC plans and strategies10. Evaluation

Now lets go step by stepNow lets go step by step

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Also called Background Review

Its a Summation of current knowledge:

Current Users

Seasonality Geography

Creative Requirements

Purchase Cycle

Competitive Review

Also called Background Review

Its a Summation of current knowledge:

Current Users

Seasonality Geography

Creative Requirements

Purchase Cycle

Competitive Review

Planning1.1. Situation AnalysisSituation Analysis1.1. Situation AnalysisSituation Analysis

And anything else that might help youunderstand your situation.

And anything else that might help youunderstand your situation.

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You do Secondary Research first

You do Primary Research second

Research is usually in these three areas: Target Audience

Improve Understanding, Gain Insight

Factors That Motivate Purchase Behavior

Improve Effectiveness, Gain Insight

Unique Brand Characteristics

Look forkey point of difference

You do Secondary Research first

You do Primary Research second

Research is usually in these three areas: Target Audience

Improve Understanding, Gain Insight

Factors That Motivate Purchase Behavior

Improve Effectiveness, Gain Insight

Unique Brand Characteristics

Look forkey point of difference

Planning2.2. ResearchResearch2.2. ResearchResearch

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Research Techniques:

Qualitative Research

Focus groups

One-on-one interviews

Quantitative Research Surveys

Observation

Experiments

When preparing The Research Plan Be sure to know what youre looking for!

Research Techniques:

Qualitative Research

Focus groups

One-on-one interviews

Quantitative Research Surveys

Observation

Experiments

When preparing The Research Plan Be sure to know what youre looking for!

Planning2.2. ResearchResearch2.2. ResearchResearch

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Also known as a SWOT Analysis Strengths, Weaknesses, Opportunities, Threats

For every problem there is an opportunity

Understanding problems is a critical skill

Identify the right problem and youre on theroad to the solution

And, whateveryou do

Also known as a SWOT Analysis Strengths, Weaknesses, Opportunities, Threats

For every problem there is an opportunity

Understanding problems is a critical skill

Identify the right problem and youre on theroad to the solution

And, whateveryou do

Planning3.3. Problems & OpportunitiesProblems & Opportunities3.3. Problems & OpportunitiesProblems & Opportunities

Dont solve the wrong problem! Dont solve the wrong problem!

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The Marketing Objective is a number The Marketing Objective is a numberPlanning4.4. The ObjectiveThe Objective4.4. The ObjectiveThe Objective

It is the goal ofyourmarketing activities

Usually, it is a sales orvolume goal

It may be difficult to get to, but the final

answer is simple and measurable.

It is the goal ofyourmarketing activities

Usually, it is a sales orvolume goal

It may be difficult to get to, but the final

answer is simple and measurable.

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Determining a budget usually involves

asking two very important questions:

Determining a budget usually involves

asking two very important questions:Planning5.5. The BudgetThe Budget5.5. The BudgetThe Budget

How much will it take? How much do we have?

Here are ways marketers work to

develop good answers to those questions.

How much will it take? How much do we have?

Here are ways marketers work to

develop good answers to those questions.

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Budgeting MethodsBudgeting MethodsPlanning5.5. The BudgetThe Budget5.5. The BudgetThe Budget

Historical expenditures

Often done as percent of sales

A to S ratio (Advertising to sales ratio)

Elements of the budget include:

Advertising (Media and Production)

Sales promotion (may include discounts)

PRand Event marketing

All other

Historical expenditures

Often done as percent of sales

A to S ratio (Advertising to sales ratio)

Elements of the budget include:

Advertising (Media and Production)

Sales promotion (may include discounts)

PRand Event marketing

All other

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Marketing Strategies state how youwill fulfill the Objective

The Marketing Strategiesbecomediscipline-specific objectives for

Advertising Creative

Advertising Media

Sales Promotion and Public Relations

Marketing Strategies state how youwill fulfill the Objective

The Marketing Strategiesbecomediscipline-specific objectives for

Advertising Creative

Advertising Media

Sales Promotion and Public Relations

Planning6.6. StrategiesStrategies6.6. StrategiesStrategies

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Creating The Advertising Message:Creating The Advertising Message:Creating The Advertising Message:Creating The Advertising Message:Planning7.7. Advertising CreativeAdvertising Creative7.7. Advertising CreativeAdvertising Creative

Target Audience

Objective Strategy

Considerations

Support

Tone

Target Audience

Objective Strategy

Considerations

Support

Tone

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A Sample Creative Strategy Template:

To convince:To convince: ______________________________________ To use:To use: ___________________ ___________________

Instead of:Instead of: ______________________________________

Because:Because: ______________________________________

A Sample Creative Strategy Template:

To convince:To convince: ______________________________________ To use:To use: ___________________ ___________________

Instead of:Instead of: ______________________________________

Because:Because: ______________________________________

Creating The Advertising Message:Creating The Advertising Message:Planning7.7. Advertising CreativeAdvertising Creative7.7. Advertising CreativeAdvertising Creative

Target AudienceTarget AudienceBrand/ProductBrand/Product

CompetitionCompetition

Target AudienceTarget AudienceBrand/ProductBrand/Product

CompetitionCompetition

Factors that influenceFactors that influencepurchase behavior +purchase behavior +Factors that influenceFactors that influencepurchase behavior +purchase behavior +

(Target Audience Insight)(Target Audience Insight)(Target Audience Insight)(Target Audience Insight)

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A Sample Creative Strategy:

To convince: ___________________

To buy: ___________________

Instead of: ___________________

Because:: ___________________ ___________________

A Sample Creative Strategy:

To convince: ___________________

To buy: ___________________

Instead of: ___________________

Because:: ___________________ ___________________

Creating The Advertising Message: Creating The Advertising Message:Planning7.7. Advertising CreativeAdvertising Creative7.7. Advertising CreativeAdvertising Creative

Adults 35Adults 35--5454VolkswagenVolkswagen

Other carsOther cars

Adults 35Adults 35--5454VolkswagenVolkswagen

Other carsOther cars

Volkswagen will lastVolkswagen will lasta long timea long timeVolkswagen will lastVolkswagen will lasta long timea long time

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To convince:To convince: ______________________________________

To buy:To buy: ___________________ ___________________

Instead of:Instead of: ______________________________________

Because:Because: ___________________ ___________________

To convince:To convince: ______________________________________

To buy:To buy: ___________________ ___________________

Instead of:Instead of: ______________________________________

Because:Because: ___________________ ___________________

Creating The Advertising Message:Creating The Advertising Message:Planning7.7. Advertising CreativeAdvertising Creative7.7. Advertising CreativeAdvertising Creative

Adults 35Adults 35--5454

VolkswagenVolkswagen

Other carsOther cars

Adults 35Adults 35--5454

VolkswagenVolkswagen

Other carsOther cars

Volkswagen will lastVolkswagen will lasta long timea long timeVolkswagen will lastVolkswagen will lasta long timea long time

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Media Objectives usually include:

Target Audience

Geography

Seasonality

Reach or Frequency objective

The Media Plan will work to achieve those

objectives in the most efficient way.

Media Objectives usually include:

Target Audience

Geography

Seasonality

Reach or Frequency objective

The Media Plan will work to achieve those

objectives in the most efficient way.

Planning8.8. Advertising MediaAdvertising Media8.8. Advertising MediaAdvertising Media

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A Media Flow Chart can help youvisualize the Media Plan:

A Media Flow Chart can help youvisualize the Media Plan:Planning

8.8. Advertising MediaAdvertising Media8.8. Advertising MediaAdvertising Media

Put a calendar time-line across the top Put a calendar time-line across the top

Placethe

media

downtheside

Placethe

media

downtheside

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A Media Flow Chart can help youvisualize the Media Plan::

A Media Flow Chart can help youvisualize the Media Plan::Planning

8.8. Advertising MediaAdvertising Media8.8. Advertising MediaAdvertising Media

Placethe

media

downtheside

Placethe

media

downtheside

Put a calendar time-line across the top Put a calendar time-line across the top

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Sales Promotion = Tangible motivation to buy

An incentive or small bribe

To both consumers and the trade Public Relations =

Non-paid media coverage

3rd party endorsement (reviews, etc.) Marketing PR (MPR)

Not Corporate PR (CPR)

Sales Promotion = Tangible motivation to buy

An incentive or small bribe

To both consumers and the trade Public Relations =

Non-paid media coverage

3rd party endorsement (reviews, etc.) Marketing PR (MPR)

Not Corporate PR (CPR)

Planning9.9. Sales Promotion & PRSales Promotion & PR9.9. Sales Promotion & PRSales Promotion & PR

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Sales Promotion Sales PromotionPlanning9.9. Sales Promotion & PRSales Promotion & PR9.9. Sales Promotion & PRSales Promotion & PR

Consumer Promotion = Win/Free/Save Sweepstakes & Contests

Added Value Extras/Bonus Packs Coupons/Savings/Rebates

Trade Promotion =

Allowances Other Payments/Incentives Events/Sales Contests

Consumer Promotion = Win/Free/Save Sweepstakes & Contests

Added Value Extras/Bonus Packs Coupons/Savings/Rebates

Trade Promotion =

Allowances Other Payments/Incentives Events/Sales Contests

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Public Relations = Public Relations =Planning9.9. Sales Promotion & PRSales Promotion & PR9.9. Sales Promotion & PRSales Promotion & PR

Product Publicity Opportunities

3rd Party Endorsements & Influencers(columnists, talk show hosts, etc.)

Press Relations

Other Strategic Publicity

May also include

Event Marketing

Product Publicity Opportunities

3rd Party Endorsements & Influencers(columnists, talk show hosts, etc.)

Press Relations

Other Strategic Publicity

May also include

Event Marketing

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It starts and ends with Research

Methods for evaluating the plan.

Input/learning for next years plan

Methods include:

Tracking studies

Attitude, usage, and awareness studies

Creative Recall

Persuasion

It starts and ends with Research

Methods for evaluating the plan.

Input/learning for next years plan

Methods include:

Tracking studies

Attitude, usage, and awareness studies

Creative Recall

Persuasion

Planning10.10. EvaluationEvaluation10.10. EvaluationEvaluation

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Putting plans and strategies together is a lotof work.

Its worth it,because this is the way to

build sales and make the most of abusinesss potential.

Ifyou go to work in The Business ofBrands,chances are, youll have to play apart creating a winning plan.

Putting plans and strategies together is a lotof work.

Its worth it,because this is the way to

build sales and make the most of abusinesss potential.

Ifyou go to work in The Business ofBrands,chances are, youll have to play apart creating a winning plan.

PlanningIn ConclusionIn ConclusionIn ConclusionIn Conclusion