Professional Documents
Culture Documents
PROMOTION
6TH EDITION
Reference book:
Thomas Guinn: Chris Allen:
Richard Semenik
Planning
Advertising and
Integrated Brand
Promotion
1. The Advertising Plan and Its Marketing
Context
1. Introduction
Executive Summary : It is offered to state the
most important aspects of the plan; It is the
essence of the plan
Overview : It sets out what is to be covered,
and it structure the context
2. Situation Analysis
Cultural Context : Ones own cultural values,
experiences, and knowledge serve as a
subconscious guide for decision making and
behavior
1. The Advertising Plan and Its Marketing
Context
2. Situation Analysis
Cultural Context : Ones own cultural values,
experiences, and knowledge serve as a
subconscious guide for decision making and
behavior
a. Ethnocentrism : The tendency to view
and value things from the perspective of
ones own culture
b. Self reference criterion (SRC) :
Unconscious reference to ones own
cultural values, experiences, and
knowledge as a basis for decisions
1. The Advertising Plan and Its Marketing
Context
Historical Context : A brief history of the
company and brand are included in ad
plans to demonstrate the thoroughness of
the agencys research, the depth of its
knowledge, and the scope of its concern
3. Objectives
It identifies the goals of the advertiser in concrete
terms
1. Increase in consumer awareness of and curiosity about
its brand
2. To change consumers beliefs or attitudes about its
product
3. To influence the purchase intent of its customers
4. To stimulate trial usage of its product or service
5. To convert one-time product users into repeat purchase
6. To switch consumers from a competing brand to its
brand
7. To increase sales
1. The Advertising Plan and Its Marketing
Context
3. Objectives
Brand Awareness : Indicator of consumer knowledge
about the existence of the brand and how easily that
knowledge can be retrieved from memory
3. Objectives
Brand switching : Persuading consumers to switch
brands can be a long and expensive task
2. Communication versus Sales Obejctives
Budgeting
Percentage of Sales : It calculate the advertising budget
based on the percentage of the prior years sales
Budgeting
Objective and Task : It begins with the stated objectives for an
advertising effort
Budgeting
Implementing the Objective-and-task Budgeting Model : It
requires a data-based, systematic procedure
b. Compare Cost Against Industry & Corporate Benchmarks :
Checking the percentage of sales that the estimated set of
cost presents relative to industry standards for percentage of
sales allocated to advertising
Strategy
It represents the mechanism by which something is to be
done
Execution
It is the making and placing of ads across all media
b. Media Plan : It specifies exactly where ads will be placed and what
strategy is behind their placement
Evaluation
This is where an advertiser determines how the agency will
graded : What criteria will be applied and how long the agency
will have to achieve the agreed on objectives
4. The Role of the Agency in Planning
Advertising and IBP