adv 435 ch 11 plans book

Writing the Plans BookADVERTISING CAMPAIGNS

TABLE OF CONTENTS

• EXECUTIVE SUMMARY

• SITUATION ANALYSIS

• PROBLEMS AND OPPORTUNITIES

• TARGET MARKET

• OBJECTIVES

• BUDGET

• STRATEGIES

• EVALUATION

• APPENDIX

EXECUTIVE SUMMARY

OVERVIEW WHAT IS THE ASSIGNMENT WHAT IS THE LENGTH WHAT IS THE BUDGET

KEEP SHORT AND GENERAL

SITUATION ANALYSIS

FIVE SUBPARTS:•COMPANY•CONSUMER•MARKET•PRODUCT•COMPETITIONAVOID REDUNANCY

COMPANY ANALYSIS

•NOT EVERYTHING YOU KNOW

•SHOWS CLIENT YOU ARE ON SAME PAGE

•COMPARE TO OTHER COMPANIES

COMPANY ANALYSIS

Key points to cover: Company culture and mission History of problem at hand Opportunities Industry trends Miscellaneous trends

Economic Social

COMPANY CULTURE

•May excerpt parts of Mission Statement

•Draw references to agency experience

•Keep short

COMPANY PROBLEMS

•Focus on Sales and Profits

•Show five year trends

•Establishes you know what’s going on and can help

INDUSTRY TRENDS

•Compare company’s situation to industry as a whole

•Save competitive data for later

•Creates perspective for what follows

MISCELLANEOUS TRENDS

Use charts and graphs to discuss:

•Technology

•Social

•Environmental

•Economic

•Lifestyles

OPPORTUNITIES

•Paint a rosy but NOT unrealistic picture about where the brand can go

•Tease what is to follow

CONSUMER ANALYSIS

•KEY HERE IS INSIGHT, NOT DETERMINING TARGET

•THIS WILL BE BASIS FOR TARGET

CONSUMER ANALYSIS

•Who are the customers?

•What motivates them to buy?

•What do they seek in a product?

•How do they look at life?

CONSUMER ANALYSIS

•Use MRI and Simmons

•Show charts and graphs

•Explain index numbers

•Focus on Product Usage columns

CONSUMER ANALYSIS

MOTIVATIONS

USE PRIMARY RESEARCH

USE FOCUS GROUPS JUDICIOUSLY

CONSUMER ANALYSIS

CONSUMER NEEDS, WANTS, PROBLEMS AND INTERESTS

DISCUSS RELATIVE TO IMPORTANCE

BE INTUITIVE AND GIVE OPINIONS

CONSUMER ANALYSIS

CONSUMER VALUES AND LIFESTYLES

GOOD PLACE FOR CHARTS

TINIEST OR UNUSUAL DETAILS COULD BE VERY IMPORTANT

MARKET ANALYSIS

EXTENDS CONSUMER ANALYSIS

WHERE ARE CUSTOMERS (INDEX)

BDI AND CDI

PRODUCT/SERVICE ANALYSIS

•NOT A DESCRIPTION OF PRODUCT OR SERVICE

•FOCUS ON HOW CONSUMERS RATE, EVALUATE AND PERCEIVE.

CONSUMER WANTSPRODUCT

EASE OF USE YES

TASTES GOOD NO

PRODUCT/SERVICE ANALYSIS

•SUMMARIZE FINDINGS

•EMPHASIZE ESSENCE OF WHAT BRAND IS BASED UPON QUALITATIVE AND QUANTITATIVE DATA

•HOW CAN YOU ADD VALUE TO BRAND

COMPETITIVE ANALYSIS•EXTEND CONSUMER WANTS AND NEEDS ANALYSIS TO COMPETITION

•CONSIDE DIRECT AND INDIRECT COMPETITION

•DIRECT = OTHER BRANDS

•INDIRECT = OTHER CATEGORIES•SUPERMARKETS VS RESTAURANTS

PROBLEMS AND OPPORTUNITIES

•DRAWN FROM SITUATION ANALYSIS

•SUMMARIZE EACH AREA OF ANALYSIS AND STATE PROBLEM

•AVOID STATING SOLUTION

PROBLEMS AND OPPORTUNITIES

COMPANY ANALYSIS

PROBLEM

CONSUMER ANALYSIS

PROBLEM

PROBLEMS AND OPPORTUNITIES

COMPANY ANALYSIS (DIFFERENT)

OPPORTUNITY

CONSUMER ANALYSIS

OPPORTUNITY

PROBLEMS AND OPPORTUNITIES

OPPROTUNITIES TARNSLATE INTO SALES POTENTIAL

FOCUS ON:

•NEW USERS

•MORE USAGE FROM CURRENT

•NEW USES FOR PRODUCT

PROBLEMS AND OPPORTUNITIES

•KEEP RELEVANT TO MARKETING COMMUNICATIONS

•CAN’T SOLVE DISTRIBUTION, CUSTOMER SERVICE OR RETAIL LOCATION PROBLEMS

TARGET MARKET PROFILE

•SETS UP ADVERTISING OBJECTIVES

•CREATES FOCUS

•NOT ALWAYS HEAVIEST USERS BUT LIKELY SOURCE OF GREATEST GROWTH

•HEAVY USERS DO UNDERSTAND BRAND BEST AND PROVIDE INSIGHT

TARGET MARKET PROFILETYPICAL TARGET PROFILE

• HEAVY USERS (X% USERS AND X% TOTAL CONSUMPTION)

• FEMALE HOMEMAKERS

• AGES 25 TO 49, HIGH SCHOOL EDUCATION

• BLUE COLLAR OCCUPATION

• HH INCOME $24-40,000, FAMILY SIZE 3+

• RESIDE IN B & C COUNTIES, EAST & MIDWEST REGIONS

TARGET MARKET PROFILE•AVOID NARRATIVE OF TARGET IN PLAN BOOK

•MAY HAVE MULTIPLE LARGE PRIMARY TARGETS AND SEVERAL SMALLER ONES COMBINED

•CONSDIER SECONDARY TARGET•TRADE OR CONSUMER

MARKETING OBJECTIVES•FOR LARGER CLIENTS:

•RESTATE MARKETING OBJECTIVES TO TIE THEM TO WHAT FOLLOWS

FOR SMALLER CLIENTS:•CREATE OBJECTIVES BASED ON:

•SALES•SHARE OF MARKET

BUDGET•SHOW HERE RELATIVE TO MARKETING OBJECTIVES, OR

•NEAR END, AFTER EVALUATION

•THIS SPOT CAN SHOW DERIVATION OF BUDGET

STRATEGIES

OVERVIEW OF COMPONENTS:

•ADVERTISING

•SALES PROMOTION

•PR

•DIRECT MARKETING

•INCLUDE A RATIONALE FOR EACH

STRATEGIES

ADVERTISING•CREATIVE•MEDIA

CREATIVE STRATEGY

THE CREATIVE BRIEF

….IN LONGER FORM

CREATIVE STRATEGY RESTATE TARGET AUDIENCE OBJECTIVES:

AWARENESS COMPREHENSION ATTITUDE IMAGE USE ACTION WORDS LIKE:

ESTABLISH CONVINCE EDUCATE PERSUADE

CREATIVE STRATEGY

USE SUBHEADS & RATIONALE:POSITIONINGBIG IDEATONETHEMESLOGAN/TAGLINE

CREATIVE STRATEGY

TACTICSSTORYBOARDSSCRIPTSLAYOUTS

MEDIA STRATEGYINTRO TO RELATE TO SITUATION

ANALYSISOBJECTIVES (REACH/FREQUENCY)STRATEGY

TARGET AUDIENCEMEDIA (TV, RADIO, PRINT)MIX (% OF ABOVE WITH RATIONALE)TIMING (CALENDAR)

TACTICS (NETWORKS, STATIONS, MAGS, NEWSPAPERS, SEARCH

MEDIA BUDGET

FLOW CHART

EVALUATION

•OPTIONS FOR JUDGING RESULTS

•CLIENT MAY USE ALREADY

•AGENCY CAN SUGGEST

TOTAL BUDGET

•INCLUDE ALL ELEMENTS

•SHOW AS CHART AND SPREADSHEET

•CAN INCLUDE AS APPENDIX

REMEMBER

•START WITH OUTLINE

•DEVELOP TABLES AND GRAPHS NEXT

•BE CONCISE AND FACTUAL

•USE RESEARCH AS RATIONALE

•OBJECTIVES = SPECIFIC, MEASUREABLE & WITHIN TIMEFRAME