《广告学 Advertising》课件-CH08_V97.ppt

Lecture Presentation Series The Advertising Plan in Context Advertising Plan Components The Advertising Plan Advertising Plan Objectives Communications versus Sales Objectives Workable Advertising Objectives Budgeting Methods Objective and Task Budgeting Advertising Plan Strategy The Advertising Plan Advertising, 2E; OGuinn, Allen, and Semenik (c) 2000 South-Western College Publishing Thomas C. O’Guinn Chris T. Allen Richard J. Semenik Chapter Eight The Marketing Plan OH 8-1 Ad Plan IMC The ad plan specifies the thinking and tasks needed to conceive and implement an effective advertising effort 1. Introduction 2. Situation analysis 3. Objectives 4. Budgeting 5. Strategy 6. Execution 7. Evaluation OH 8-2 executive summary overview historical context industry analysis market analysis competitor analysis OH 8-3 Introduction: Situation analysis: OH 8-4 1. Increase awareness / curiosity 2. Change beliefs / attitudes 3. Influence purchase intent 4. Stimulate trial use 5. Convert one-time users 6. Switch from other brands 7. Ultimately increase sales OH 8-5 Advertising = Communication? Effective Communications Sales? Advertising = Sales? A strict focus on communications objectives allows advertisers to consider a broad range of strategies. Time cycles vary with regard to consumer involvement, and some brands may take years to effectively build a loyal following. OH 8-6 1. Establish a quantitative benchmark Current market share, awareness, attitude, etc. Assuage key measures with pre and post testing 2. Specify success measurements criteria Success claims often unrelated to initial measures 3. Specify a time frame Direct response ads may require a 24-hour frame Brand awareness may take much longer to build 1. Percentage of sales 2. Share of market / vo