ADVERTISING
and Promotions Management
July 17, 2016
Advertising
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Strategic Planning Model
Corporate Plan
Marketing Plan
IMC Plan
Promotions
PR
Advertising Plan
Creative / Media Plan
July 17, 2016
Advertising
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Business Planning
Objective
• WHAT do you want to accomplish?
Strategy
• HOW will you accomplish it?
Execution
• SEQUENCE you will accomplish it.
July 17, 2016
Advertising
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Corporate Plan
1. “Mission Statement”
Statement of purpose
2. Corporate Objectives
Sales, market share, return
3. Corporate Strategy
Competition, resources (financial, R&D)
July 17, 2016
Advertising
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Typical Corporate Strategies
 New Products
 New Markets
 Increase Penetration
 Diversify
 Alliances, Partners, Cross-Marketing
July 17, 2016
Advertising
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Marketing Plan
1. Market Analysis
2. Product Analysis
3. Competitor Analysis
4. SWOT Analysis
July 17, 2016
Advertising
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The Importance of Positioning
Market
Analysis
Competitor
Analysis
Positioning
Strategy
Product
July 17, 2016
Price
Placement
Advertising
Promotion
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Targeting Options
•
Undifferentiated marketing
(aggregation)
• Differentiated marketing
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July 17, 2016
Concentrated marketing
(niche)
Advertising
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July 17, 2016
Advertising
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Positioning Questions
Consumer’s perceptions of your product
relative to the competition
1.
2.
3.
4.
What position do we have now?
What position do we want to own?
From whom must we win this position?
How does our position compare to our
competitors?
July 17, 2016
Advertising
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Most Frequent Positioning
•
•
•
•
•
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July 17, 2016
Pioneer
Attributes and Benefits
Price / Quality
Use or Application
Product User
Competitor
Advertising
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Cigarettes
July 17, 2016
Advertising
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Cars
July 17, 2016
Advertising
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General Motors
Alfred P. Sloan
“A car for every purse and purpose”
• Cadillac
• Oldsmobile
• Pontiac
• Buick
• Chevrolet
July 17, 2016
Advertising
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Mercedes
Volvo
Volvo
July 17, 2016
Advertising
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July 17, 2016
Advertising
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Advertising Plan
Marketing Plan
Provides the basis for the product,
target market, and motivations
Creative Plan
•Articulate positioning strategy
• What to say and how to say it
Media Plan
• Effectiveness / Efficiency
• Emotional / Rational (messages)
July 17, 2016
Advertising
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The 7 Ms of Advertising Decisions
Merchandise
Target Market
Media
Motives
Message
Measurement
Money
July 17, 2016
Advertising
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Quote of the Day
Advertising doesn’t create a
product advantage. It can only
convey it.
•David Ogilvy
(Ogilvy & Mather)
July 17, 2016
Advertising
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