ADVERTISING PLANNING

Marketing Plan vs Advertising Plan Marketing Plan focuses on sales Advertising Plan focuses on Communication Goals The Advertising Plan An Advertising Plan Matches the Right Audience to the Right Message and Presents It in the Right Medium to Reach That Audience & Has Three Elements. o Targeting the Audience: Whom are you trying to reach? o Message Strategy: What do you say to them? o Media Strategy: When & where will you reach them? Four Major Steps: Identifying target audience. o Objective Characteristics o Subjective Responses o Overt Behavior Defining the selling concept. Setting advertising goals. Developing a plan of execution.

Selling Premises
Product Product Benefit Benefit Promises Promises Reason ReasonWhy Why Unique UniqueSelling Selling Proposition Proposition Support Support
Advertisements Advertisementsthat thatfocus focuson onthe theproduct product itself by looking at attributes. itself by looking at attributes. Product Productis ispromoted promotedon onthe thebasis basisof ofwhat whatit it can do for customers. can do for customers. Promises Promisesthat thatsomething somethingwill willhappen happenif ifyou you use the advertised product. use the advertised product. Based Basedon onlogic logicand andreasoning reasoningand andclearly clearly states a reason for the benefit states a reason for the benefitgained. gained. A Abenefit benefitstatement statementthat thatis isboth bothunique uniqueto tothe the product and important to the user. product and important to the user. Lends Lendscredibility credibilityto tothe theselling sellingpremise. premise.

Selling concept has 4 parts: 1. Consumer Problem Cavities 2. Consumer Payoff No Cavities 3. Product Selling Points Colgate has: Fluoride PDA Endorsement 4. Competitive Positioning Only toothpaste with PDA endorsement Setting Advertising Goals Each goal must do 3 things 1. State an effect o For example: Raise Awareness Build an Image Youth Brand Quality 2. Specify how many prospects Developing a plan of execution for. Messages Media Budget Evaluation Media plan Media Objectives Media Selection Media Schedule