adv planning

7/28/2019 Adv Planning

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Advertising Planningand

Decision Making


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Plans are Nothing..,Planning is Everything.

(Dwight D. Eisenhower)


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You must learn Decision Making

How to identify strategic choices.

How to choose the best alternativefrom among those available in agiven situation.

How to implement strategic andtactical decisions.


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Major activity in AdvertisingManagement

1. Planning.

2. Decision Making.


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Essence of planning is to find outwhatare the feasible alternatives are andreduce them to a set on whichdecisions can be made.

Decision Making involves choosing from

among the alternatives. A complete advertising plan reflects the

results of the planning and decision

making process and decisions thathave been made in a particular productmarket situation.


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Situation Analysis

Market Program

Advertising Plan

Implementation

Communication

Persuasion

Process

Consumer/Market

Analysis

Competitive

Analysis

Role of

AD,,SF,,Promotion

PR,Price

Obj/Seg/PosMsg

Str/TacticsMS/Tactics

Facilitating

AgenciesS&L

Constraints

Framework for Advertising Planning & Decision Making


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The three key internal factors are.

1. Situation Analysis.

2. Market Program.

3. Advertising Plan.


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Advertising Plan ComponentsSituation Analysis

Conduct a Situation Analysis to

specify goals and discover what

problems and opportunities exist in

the marketplace.

Conducting a Situation Analysis

enables the advertiser to select a

target segment and position basedon facts.

Annual reality check.


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Advertising Plan ComponentsSituation Analysis

Start by considering your goals.

Marketing Objectiveshow muchsales or market share should be

increased

Advertising or Communication

Objectiveswhat should be said orcommunicated in the ad (awareness

of new product or feature, etc.)


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Topics and Questions Involved in Situation Analysis

A. Nature of Demand

1. How do buyers (consumer and industrial)currently go about buying existing

products or services?Describe the main types of behaviorpatterns and attacks.

2. Can the market be meaningfully

segmented or broken into severalhomogeneous group w.r.t what theywant and how they buy


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B. Extent of demand

1. What is the size of the market now andwhat will the future hold?

2. What are the current market shares, andwhat are the selective demand trends?

3. Is it best to analyze the market on anaggregate or on a segmented basis?


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C. Nature of competition

1. What is the present and future structure of competition?

a. No. of competitors

b. Market Shares

c. Financial resources

d. Marketing/Production resources and skills

2. What are the current marketing programs of establishedcompetitors? Why are they successful or unsuccessful?

3. Is there an opportunity for another competitor? Why?

4. What are the anticipated retaliatory moves ofcompetitors? Can they neutralize different marketingprograms we might develop?


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D. Environmental Climate

1. What are the relevant PEST trends?

2. How do you evaluate these trends?

Do they represent opportunities or

problems?


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E. Stage of PLC

1. In what stage of life cycle is theproduct category?

a. What is the chronological age of the

product category? (Younger morefavorable than older?)

b. What is the state of consumers

knowledge of the product category?2. What market characteristics supportyour stage of life cycle evaluation?


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F. Cost Structure of the Industry

What is the amount and compositionof the marginal or additional cost ofsupplying increased output?


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G. Skills of the firm

1. Do we have skills and experience toperform the functions necessary tobe in the business?

2. How do our skills compare with thoseof competitors?

A. Production fit

B. Marketing fit

C. And so on..


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H. Financial resources of the firm

1. Do we have the funds to support aneffective marketing program?

2. Where are the funds coming from,and when will they be available?


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Situation Analysis answers to dozens of

questions, including questions ofhistory of product, distribution,pricing, packaging, consumer

analysis and competition.

adv planning

Documents