Upload
pinnintirebel
View
216
Download
0
Embed Size (px)
Citation preview
8/8/2019 Advtg Field Planning & Objective Setting
1/34
Advertising Management
8/8/2019 Advtg Field Planning & Objective Setting
2/34
The Field of
Advertising Management
8/8/2019 Advtg Field Planning & Objective Setting
3/34
Market / Consumer Behavior
Government
Competition
Ad Agency
Media
Research
Agency
Advertiser
Control Inst. Facilitating Inst.
The Institutions Involved and their
Role
8/8/2019 Advtg Field Planning & Objective Setting
4/34
Research Suppliers
Advertiser Ad agency Media
Role of the Facilitating Institutions
8/8/2019 Advtg Field Planning & Objective Setting
5/34
Advertising Management
Planning and Decision Making
8/8/2019 Advtg Field Planning & Objective Setting
6/34
Framework of Advertising Planning
and Decision Making
Situation Analysis
Marketing Program
Integrated Mar. Com. Plan
Advertising Plan
Implementation
8/8/2019 Advtg Field Planning & Objective Setting
7/34
8/8/2019 Advtg Field Planning & Objective Setting
8/34
Role of Advertising
In the Marketing Program
Situation Analysis
Marketing Program
It defines the role of eachelements of the Marketing Mix
And indicates how all elements
will support and synergize for
maximum impact
IMC & Advertising plan
Implementation
8/8/2019 Advtg Field Planning & Objective Setting
9/34
Advertising Plan Components
Situation Analysis
Marketing Program
Advertising Plan
And IMC
Setting Objectives -
(segmentation-positioning)
Media strategy and tactics
Message strategy and tactics
Implementation
Coordination and synergy
with other IMC tools
8/8/2019 Advtg Field Planning & Objective Setting
10/34
Advertising Plan - Implementation
Situation Analysis
Marketing Program
IMC /Advertising Plan
Implementation
Facilitating Agencies
Social, legal and other
constraints
8/8/2019 Advtg Field Planning & Objective Setting
11/34
Advertising
Persuasive Communication
8/8/2019 Advtg Field Planning & Objective Setting
12/34
The Communication Process
MessageSource Receiver Destination
Media WOM
Perception Process
Message
8/8/2019 Advtg Field Planning & Objective Setting
13/34
The
Persuasion
Process of
Advertising
is through
a variety
of
advertising
effects
Awareness/
Familiarity
Brand Benefits
and Information
Creating Image /
Personality
Associating
Feelings with Brand
Linkage of Brand withPeers/Experts/Group Norms
Reminder / Brand trial
Inducement
BrandAttitude
PurchaseBehavior
The Persuasion Process of Advertising
8/8/2019 Advtg Field Planning & Objective Setting
14/34
Setting Goals and Objectives
8/8/2019 Advtg Field Planning & Objective Setting
15/34
Advertising and Marketing Objectives
Advertising objectives flow from marketing objectives
Marketing Objectives
AdvertisingObjectives
MediaObjectives
8/8/2019 Advtg Field Planning & Objective Setting
16/34
Sales as Advertising Objectives
Operational Advertising Objectives -
Provide criteria for decision making
Serve as a communication and coordination tool
Provide criteria to evaluate performance
Can Sales be an Operative Objective?
8/8/2019 Advtg Field Planning & Objective Setting
17/34
Sales
A meaningful Advertising objective?? Advertising has a lagged effect
New customers Advertising Immediate Sales Future Sales
Change attitude / improve image
Isolating Ad impact from other elements of the
marketing mix is difficult
Hence sales cannot be an operative objective
8/8/2019 Advtg Field Planning & Objective Setting
18/34
SettingAdvertising Objectives
Setting Objectives involve 3 considerations
1. Behavioral decisions that Advertising must
influence e.g. trail purchase, repeat purchase
2. Decision making process that influencesbehavior and precedes communication
3. The Target Segment
Advertising has no direct relationship with sales
8/8/2019 Advtg Field Planning & Objective Setting
19/34
Sales Strategy -
The basis for Advertising Objectives
Sales growth comes from -
New customers buying
Old customers staying loyal
Old customers consuming more
8/8/2019 Advtg Field Planning & Objective Setting
20/34
Demand Generation Offensive Strategy
Market dynamics:- Sales grow because of new customers buying
Offensive Marketing Strategies Primary demand generation an appropriate strategy
for a market leader
Secondary demand generation an appropriatestrategy in a mature market
Those not the
buying product
Existing
customers
Those buying
Other brands
8/8/2019 Advtg Field Planning & Objective Setting
21/34
Demand Generation
Defensive Strategy
Market dynamics:
Sales grow with old customers staying loyal
Defensive Marketing Strategy Recall the important brand features
Reinforce use experience
Consumerpromotions
8/8/2019 Advtg Field Planning & Objective Setting
22/34
Demand Generation
I
ncrease Consumption
Market dynamics:
Sales grow with product form expansion More frequent usage / share of requirement
(SOR)
New use applications
8/8/2019 Advtg Field Planning & Objective Setting
23/34
Secondary Demand-
New customers using
other brands
Primary Demand -
Customers trying
the category for the
first time
Existing customer
Loyalty
More Consumption
New uses and more usage
Behavioral
Responses
that drive
Purchase
Marketing / Sales Strategies & Behavioral Objectives
Induce Trial
Purchase
Induce Trial
Purchase
Loyalty
Increased
Usage / SOR
8/8/2019 Advtg Field Planning & Objective Setting
24/34
The Influence of Advertising
on Desired Behavior
Advertising is not effective in directly evoking desired
action -Purchase.
Advertising causal intervening response
desired behavioral response Sales
Sales Promotions, Direct Marketing, RetailAdvertising
used in conjunction with Advertising can drive sales
8/8/2019 Advtg Field Planning & Objective Setting
25/34
The
Persuasion
Process of
Advertisingis through
a variety
of
advertising
effects
Awareness/
Familiarity
Brand Benefits
and Information
Creating Image /
Personality
Associating
Feelings with Brand
Linkage of Brand withPeers/Experts/Group Norms
Reminder / Brand trial
Inducement
BrandAttitude
PurchaseBehavior
The Persuasion Process of Advertising
These Intervening Variables between Advertising and Action are
more effective Operational Advertising Objectives than Sales
8/8/2019 Advtg Field Planning & Objective Setting
26/34
The
Persuasion
Process ofAdvertising
is through
a variety
of effects
Awareness /
Familiarity
Brand Benefit
Information
Creating image -
personality / users
Associating feelings
with Brand use
Linkage with peers /
experts/group norms
Reminder / Brand trial
inducement
Purchase
These Intervening Variables have a causal relationship between
Advertising & Sales
Trial Purchase
& Loyalty
Trial Purchase &
Increased usage
Loyalty
Loyalty
Loyalty
8/8/2019 Advtg Field Planning & Objective Setting
27/34
Advertising Objectives (the Intervening
Response Variables that are persuasive in its
context)are determined by the type of Sales
Strategy and Behavioral Objectives
8/8/2019 Advtg Field Planning & Objective Setting
28/34
Other Persuasion Models
IADA Hierarchy Innovatioof Effects Adoption
AttentionAwareness
Knowledge
Awareness
Interest
Desire
Liking
Preference
Conviction
Interest
Evaluation
Cognitive
Stage
Affective
Stage
Action
Stage
Action Purchase
Trial
Adoption
8/8/2019 Advtg Field Planning & Objective Setting
29/34
Advertising Objectives,
Segmentation and Positioning
8/8/2019 Advtg Field Planning & Objective Setting
30/34
Advertising Objectives
Include th
eT
arget SegmentSegment and sub-segment can be defined by
Behavioral measures non-users, other brand
users, heavy / light / loyal users etc.
Advertising response measures unaware, not
convinced of key benefits, diffused / sharp image, etc
Lifestyle - attitude and opinions, interests
Benefits sought
Demographic, psychographics, geographic basis -
more relevant for media decisions
8/8/2019 Advtg Field Planning & Objective Setting
31/34
Segmentation Strategies
Undifferentiated orAggregation Strategy : All
groups are the focus of a singleMarketing Program
Concentration : all marketing programs are focused
on one large sub-group
Concentration on a small segment is a Niche Strategy
Differentiation : separate marketing programs for 2 or
more sub-groups
8/8/2019 Advtg Field Planning & Objective Setting
32/34
Target Market and
Media Reach
Approach
es Controlled Coverage using niche media to
reach only the desired segment e.g. trade
magazines
Customer Selection using mass media for
Reach is directed at mass audiences
8/8/2019 Advtg Field Planning & Objective Setting
33/34
Advertising and Positioning
Brand Positioning is communicated primarily
through Advertising
It differentiates the brand - indicates the position
of the brand vis--vis other brands In the absence of an USP Advertising is the
differentiator
Repositioning may also be considered
8/8/2019 Advtg Field Planning & Objective Setting
34/34
Positioning Strategies
Positioning strategies - single or multiple:
Product attributes or consumer benefit
Price-quality
Use or application
Users
Product class Cultural symbols
Competitors