advertising strategy and media planning lecture 2

Advertising Strategy and Media Planning The Strategic Plan

ning Process… 2

A sub-‐component of the overall marketing

communications plan…

Gather all relevant information… @il

l in the gaps!

Strategic advertising plan

Start from what you know

or need to @ind out.

…which in turn is part of the overa

ll marketing plan.

information gathering…

Product description

Market assessment

Source of business

Competitive evaluation

Marketing objectives

Percy and Ellio. (2009 p. 83)

Marketing background issues in strategic planning…

What are you marketing?

What is your assessment of the competitive market?

Where do you expect business to come from?

What is your competition and their position?

What are the marketing objectives for the brand?

Can then progress on to strategic thinkin

g…

How can advertising link the target audience to the marketing objectives?

What effect does what we know about the target market have on the messages we want to communicate?

How can we make our brand stand out positively against competing brands?

What would be the most effective creative strategy?

Which media would be the best choices for carrying the advertising?

Percy and Elliott’s Five Steps…

Step One… Select the target audience based up the marketing

strategy

Step Two… Understand how the target audience makes

decisions in the category

Step Three… Determine the best positionin

g for the brand in the

marketing communications

Step Four… Develop a communications strategy based upon the

communication objective selected

Step Five… Set the media strategy to deliver

the message and

satisfy the communications objectives

Percy and Elliott, 2009

Step One… Select the target audience ba

sed up

the marketing strategy

Where are sales or usage to come from?

What is known about the target audience?

Where do intermediaries @it in?

users or non-‐users… trial or repeat purchasers… new to or

already using the category… loyal or promiscuous users

need to build a pro@ile… demographics alone not enough…

need to know attitudes, motivations, behaviour

advertising can have secondary target audiences… retailers, wh

olesalers, other stockists

Step Two… Understand how the target

audience makes decisions in the category

Who is involved in the buying decision?

How does the buyer go about making the decision?

Understanding why… motives that drive behaviour

initiators, in@luencers, deciders, purchasers, users

choosing, purchasing, using

How can the advertising @it into this process?

Step Three… Determine the best positioning

for the brand in the marketing communications

Positioning is about competitive stance within a category

What can this brand offer that others don’t?

Is repositioning necessary?

Giving the brand a differential advantage

Often already set by the overall marketing plan

Is a particular communication positioning needed?

Step Four… Develop a communications s

trategy

based upon the communication objectiv

e selected

Communication effects…

Brand awareness and brand attitude strategy

Promotion strategy

Ful@ills a category need… Brand awareness… Brand attitude… B

rand purchase intention

Step Five… Set the media strategy to deliver the

message and satisfy the communications objective

s

Select best communication channels (media) for wanted effects

Compare and contrast strengths and weaknesses of options

Choices made must be consistent with objectives

Budget needs to be taken into account


Select the target audience

Understand target audience decision making

Determine the best positioning

Develop a communications strategy

Setting a media strategy


Identify media options, in terms of speci@ic

brand

awareness and brand attitude strategy

Establish communications objectives and d

etermine recall

vs. recognition brand awareness strategy, a

nd brand attitude

strategy in terms of involvement and motiva

tion

Link to brand category need to guide brand

awareness strategy, and link brand to bene

@it to

guide brand attitude strategy

Determine level of involvement and motivat

ion to guide communication

strategy and identify where media can effect

ively reach the tart audience

Identify target audience and establish a tria

l vs.

repeat purchase target audience action obje

ctives








Can analyse advertising by using

this as a strategic framework and

working backwards








Identify media options, in terms of speci@ic

brand

awareness and brand attitude strategy

Establish communications objectives and d

etermine recall

vs. recognition brand awareness strategy, a

nd brand attitude

strategy in terms of involvement and motiva

tion

Link to brand category need to guide brand

awareness strategy, and link brand to bene

@it to

guide brand attitude strategy

Determine level of involvement and motivat

ion to guide communication

strategy and identify where media can effect

ively reach the tart audience

Identify target audience and establish a tria

l vs.

repeat purchase target audience action obje

ctives

Unilever advert for Sure

What media strategy seems to

have been used? Exposure

How does the brand appear to

have been positioned? Effects

What communication strategy seems

to have been used? Processing

What target market decision making

process is being tapped into?

Who is the target audience?

Target

Advertising Tripartite

Advertiser

Media

Advertising Agency

Advertisers

Pay for advertising, but not their principal activity…

manufacturers, retailers, charities, government, etc.

Advertising is a means to an end

May be the main way they communicate with their target market, but for many it is not

The @inal decision is theirs

Media

Carry advertising in return for payment…

television, radio, newspapers, magazines, internet, etc.

Receive about 90% of what is spent by adve

rtisers

Rely on advertising revenue to subsidise their output

See themselves as producing entertainment

, news,

information, documentaries, journalistic con

tent, etc.

Advertising Agencies

Create the advertising -‐ creative agencies

Buy the media space – media buyers/ agencies

Receive the remaining 10% of the advertisin

g spend

Not a big industry – but a valuable one

UK adspend in 2011 circa £16billion – Adassoc.org.uk

For next week’s seminar

Go to the module’s X-‐Stream site and the SEMINAR folder

Read the Waitrose case study you @ind there

Answer the questions on the related worksheet

Bring your completed worksheet to the tuto

rial

References and reading

Fletcher, W. (2010) Advertising: a very short introduction. Oxford: Oxford University Press.

Percy, L. and Elliott, R. (2012) Strategic Advertising Management. Oxford, Oxford University Press.

Yeshin, T. (2006). Advertising. London: Thomson

advertising strategy and media planning lecture 2

Education

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