How to make T-Plan

8/11/2019 How to make T-Plan

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The T- Plan


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Where are we?( Situation Analysis ) The situation analysis consists of the

background information that will be used todevelop the campaign. The informationshould be structured,detailed and focused.


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Structure The situation analysis should be structured so

that it is clear that the companys problems

and opportunities are uppermost in the mindsof the people who are performing theanalysis.


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An inside perspective strives tounderstand the companys problems from

its point of view while the outsideperspectivemay provide different andvaluable information.


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Detail The purpose of the situation analysis is to

provide a research foundation that can be

used to develop strategy and tactics.Research questions should be posed to elicitspecific information.


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Focus It is important that the detail in the situation

analysis focuses on identifying problems and

opportunities. Otherwise, it is merelypadding, or information without meaningfulsignificance.


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The Company Analysis This analysis should consist of some basic

ideas of what the company is concerned and

what it represents. It will provide abenchmark to keep you from going off on atangent, pursuing opportunities the company

will never consider.


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2 Issues

Usually, money problems are

symptomatic of more fundamentalproblems. Trend analyses often uncoverproblems that barely show up in a statictime frame.


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Internal Information

What is the companys mission?

What is the companys culture like?

What are the sales trends over the pastten years?

Has the companys share of marketgone up? Down?


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External Information

What has been the industrys sales

trend? What is the general economic climate?

Are there any social, cultural, political

conditions detrimental to the future ofthe company?


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Consumer Analysis Who are the consumers?

How do they use the product?

What motivates them to buy?

What do they look for in a product?

How do they look at life?


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Users are described according to

the following characteristics:

Demographic criteria Psychographic criteria

Degree of product/brand usage

Degree of brand loyalty


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Demographic Criteria

Describes the consumer in terms of

variables such as age, gender, income,geographic location, marital status,education, race and family cycle


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Psychographic Criteria

Includes information that is both

psychological in nature (personality,motivation and attitude) and sociological(lifestyles, activities)


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Degree of Product/Brand Usage

The standard way to classify usage is to

categorize consumers into heavy,medium and lightusers


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Degree of Brand Loyalty

The amount of brand loyalty displayed

by consumers can have a stronginfluence on both advertising strategyand tactics.


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4 Different Patterns of Brand Loyalty &Buying Strategies(Leo Burnett)

Long loyalsare committed to one brandregardless of price or any other factor.

Rotators show regular patterns of shiftingbetween preferred brands motivated byvariety rather than price.

Dealer sensitives show a pattern of shiftingbetween preferred brands determined by

availability of special offers or incentives. Price sensitives follow a decision rule to

purchase the cheaper option, regardless ofbrand


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What Motivates Consumers To Buy?

One way to organize your understandingof buyer behavior is to examine whatconsumers think and feel about theproduct and how they use it.


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How consumers think about the product To what extent are they aware of the product,

especially the brand name?

Do they know about the brands special

features?

Do they understand how the product or brandworks?

Do they understand the brands superiorqualities?


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How consumers feel about the product

What is their attitude toward the product category?

What is their attitude toward the specific brand?

To what extent do they like or desire the product orbrand?

Do consumers trust the brand to deliver the promisedbenefits?

Do consumers have a preference for this brand?

What image or personality do consumers associate

with the product or brand? What do consumers feel is this brands essence?


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How consumers use the product

How do consumers use the product?

Where do consumers use the product?

When do consumers use the product? Why do consumers use the product?

Are there alternative uses to theproduct?

Under what conditions would theconsumer use more of the product?


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Product/Brand Analysis In product analysis, the basic questions

address how the many aspects of the

product match up with consumersneeds, wants, problems and interests. Itis always helpful to understand how

many of a products want-satisfyingqualities are tangible product attributesand how many are intangible.


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In analyzing a products more tangiblequalities, consider the following: Product variety

Special designs

Differentiating features Qualities

Packaging

Sizes Services


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Competitive Analysis

To begin a competitive analysis, it is

important to identify the optionsconsumers consider in their purchasingdecisions. To do a competitive analysis,rival companies and their brands should

be understood in as much depth as theanalysts company.


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Perceptual Mapping

A perceptual map helps define a brands

image by putting it into the context ofhow consumers perceive the brand withrespect to competitive brands. Thistechnique can help the analyst

understand how a product is positionedin consumers minds.


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Why are we there?

There are a number of ways to process

the information you collect and the threemost common are: the SWOTanalysis

brand audit

problem and opportunitiesfocus.


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SWOT acronym suggests that the analysisbegins with an examination of thecompanys strengths and weaknesses


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It examines the brands history, especially

for national branded products. It suggestsan attitude.


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A brand audit sometimes leads to a brandcontact audit: an identification of theways in which consumers come into

contact with an impression of the brand.


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Problems and opportunitiesapproach isused because it helps identify where thecompany is going to have a problem or an

opportunity


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In marketing, a problem is any barrier orsituation that makes it difficult to achievean objective, whether past, present or

future. An opportunity is a situation or acircumstance that can potentially give thecompany a marketing advantage.


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When seeking out opportunities, the focusgenerally should be on ways to increase sales.There are four basic ways to increase sales:

Get current users to continue using the brand.

Get current users of the brand to use more ofthe product

Find new uses for the product. Find new users


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Where do we want to be?

Objectives are formal statements of thegoals of the advertising or other marketingcommunication

They outline what the message isdesigned to achieve in the long term and

how it will be measured


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Measurable Objectives

A measurable objective includes five

requirements: A specific effect that can be measured

A time frame

A baseline(where are we or where we begin)

The goal (a realistic estimate of the change thecampaign can create; benchmarking is used to

justify the projected goal)

Percentage change (subtract the baseline fromthe goal; divide the difference by the baseline)


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Main Effects and Objectives

Perception Objectives

Grab attention; create awareness; stimulateinterest; stimulate recognition of the brand or the

message; create brand reminder

Emotional/Affective Objectives

Touch emotions; cue psychological appeal;

create brand or message liking; stimulate brandloyalty; stimulate desire


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Cognition Objectives

Establish brand identity; establish or cue the brand

position; deliver information; aid in understandingfeatures, benefits and brand differences; explain how todo or use something; stimulate recall of the brandmessage; stimulate brand loyalty; brand reminder

Association Objectives

Establish or cue the brand personality or image;

create links to symbols and associations;connect to positive brand experiences


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Persuasion Objectives

Stimulate opinion or attitude formation; change or

reinforce opinion or attitude; present argument andreasons; counter argue; create conviction or belief;stimulate brand preference or intent to try or buy; rewardpositive or desired response; stimulate brand loyalty;

create buzz or word of mouth; create advocacy

Behavior Objectives

Stimulate trial, sample or purchase; generate other typesof response (coupon use, test drive, store visit, sign up,attend, participate)


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How do we get there?

Writing the Creative Strategy

Creative strategyis a simple writtenstatement of the most important issuesto consider in the development of anadvertisement or campaign.


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It includes the following elements:

The basic problem the advertising mustaddress

The objective of the advertising

A definition of the target audience

The key benefits to communicate

Support for these benefits

The brands personality


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The Role of Creativity in Advertising

Creativity Helps Advertising Inform

Advertisings responsibility to inform is greatly

enhanced by creativity.

Good creative work makes advertising morevivid, a quality that many researchers believeattracts attention, maintains interest, andstimulates consumers thinking.

A common technique is to use plays on wordsand verbal or visual metaphor


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Creativity Helps Advertising Persuade

A creative story or persona can establish aunique identity for the product in the collectivemindset, a key factor in helping a product beat

the competition. To motivate people to some action or attitude,

advertising copywriters have created newmyths and heroes.

To be persuasive, an ads verbal messagemust be reinforced by the creative use of non-verbal message elements (color, layout andillustration).


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Creativity Helps Advertising Remind

Only creativity can transform your boring

reminders into interesting, entertainingadvertisements.

Creativity Puts the Boom inAdvertising

Good punch lines come from taking an

everyday situation, looking at it creatively,adding a bit of exaggeration, and thendelivering it as a surprise.


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The Creative Process

The creative process is the step-by-stepprocedure used to discover original ideasand reorganize existing concepts in newways.

Roger von Oech developed a four-step

creative model used today by manycompanies.


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The Explorer searches for new information,paying attention to unusual patterns

The Artist experiments and plays with avariety of approaches, looking for an originalidea.

The Judge evaluates the results ofexperimentation and decides which approach ismost practical.

The Warrior overcomes excuses, ideakillers, setbacks and obstacles to bring acreative concept to realization


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Von Oech suggests adopting an insightoutlook (a conviction that good information is

available and that you have the skills to findand use it)

Ideas are everywhere: a museum, an artgallery, a hardware store airport. The more

diverse the sources, the greater your chanceof uncovering an original concept.

Kno the Objecti e


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Know the Objective

Philosopher John Dewey said, A problem

well-stated is a problem half-solved. Brainstorm

A process in which two or more people team

up to generate new ideas. It is often a source of sudden inspiration.

It must follow a couple of rules:

All ideas are above criticism (no idea is wrong)And all ideas are written down for later review

Free association allows each new idea to stimulateanother


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Von Oech suggests other techniques for

Explorers:

Leave your own turf (look in outside fields andindustries for ideas that could be transferred).

Shift your focus (pay attention to a variety of

information) Look at the big picture (stand back and see

what it all means)

Dont overlook the obvious (the best ideas

are right in front your nose)

Dont be afraid to stray (you might findsomething you werent looking for)


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The Artist Role: Developing andImplementing the Big Idea

The Artist must accomplish two major

tasks: searching for the big idea and;

then implementing it.


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Task 1: Develop the Big Idea The big idea is a bold, creative initiative

that builds on the strategy, joins the

product benefit with consumer desire infresh, involving way, brings the subject tolife, and makes the audience stop, look,

and listen.


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It means creating a mental picture of thead or commercial before any copy is

written or artwork is begun. This step (also called visualization orconceptualization) is the most important in

creating the advertisement.


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It is where the search for the big ideathat flash of insight - takes place

A strategy describes the direction themessage should take. A big idea gives it

life.


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Von Oech suggests several techniques formanipulating ideas:

1. Adapt. Change contexts. Think what elsethe product might be besides the obvious.

2. Imagine. Ask what if? Let your imaginationfly.

3. Reverse. Look at it backward. Sometimesthe opposite of what you expect has greatimpact and memorability.


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4. Connect. Join two unrelated ideastogether.

5. Compare. Take one idea and use it to

describe another.6. Eliminate. Subtract something. Or break therules.

7. Parody. Fool around. Have some fun.


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Task 2: Implement the Big Idea

In advertising, art shapes the message into acomplete communication that appeals to thesenses as well as the mind.

Once the creative people latch onto the big idea,they must focus on how to implement it.

In advertising, balance, proportion, and

movement are guides for uniting words, images,sounds, and colors into a single communicationso they relate to and enhance each other.


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The Judge Role: Decision Time

The role of the Judge is to evaluate thequality of the creatives big ideas and

decide whether to implement, modify, or

discard them.

When playing the Judge, creative peopleneed to ask certain questions: Is this ideaan aha! Or an uh-oh?


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The Warrior Role: Overcoming

Setbacks and Obstacles

The Warrior carries the concept into

action. This means getting the big ideaapproved, produced, and placed in themedia.

B B di t fi k


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Bruce Bendinger suggests five keycomponents to give a presentation maximum

selling power.1. Strategic precision. The selling idea must beon strategy. The presenting team must be able to

prove it, and the strategy should be discussed first,before the big selling idea is presented.

2. Savvy psychology. The presentation, like

advertising, should be receiver-driven. The ideahas to meet the clients needs, thinking style, andpersonality.


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3. Polished presentation. The presentation mustbe prepared and rehearsed; it should usecompelling visuals and emotional appeals.

4. Structural persuasion. The presentationshould be well structured, since the clients valueorganized thinking.

5. Solve the problem. Solve the clients problem

and youll sell the big idea and do it with style.


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Segmentation Strategies

By using a segmentation strategy, a

company can more precisely match theneeds and wants of the customer with itsproducts


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Types of Segmentation

1. Demographic Segmentation Gender

Ethnicity

Religion

Income

Education

Household size


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2. Life-Stage Segmentation

Age

Living situation

Discretionary income

3. Geographic Segmentation International

National

State City Climate

Urban/rural


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4. Psychographic Segmentation

Social class

Lifestyle

Personality

5. Behavioral Segmentation Usage rates

User status

Brand loyalty

6. Values and Benefits-based Segmentation Specific problems solved by product

Specific benefits offered

P iti i


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Positioning It is locking the brand in consumers minds

based on some quality relevant to them wherethe brand stands out.

The goal of positioning is to locate a product in

the consumers mind based on its features andadvantages relative to its competition

Positioning identifies the features that make a

brand different from its competitors and relevantto consumers


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Product Features and Attributes

An initial step in crafting a position is toidentify the features of the brand, as well asthose of the competition, to determine wherethe brand has an advantage over itscompetitors


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Locating the Brand Position

Superiority Position

Jack Trout suggests that positioning isalways easy if something is newer, fancier,

safer

Preemptive Position

Being first in the category often createscategory leadership and dominance


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Value Position

Value for money

Psychological Position

Some brands are designed around non-

product differences


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The Media Plan

The media plan is a written document thatsummarizes the objectives and strategiesthat guide how media budget will be spent.

The goal is to find the most effective andefficient ways to deliver messages to atargeted audience.

Media plans are designed to answer the


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Media plans are designed to answer thefollowing questions:

Who (target audience)

What for (objectives)

Where (the media vehicles used)

When (time frame)

How big (media weight)

At what cost (cost efficiency)


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Challenges of Media Planning Increasing Media Options

Increasing Fragmentation of the

Audience

Increasing Costs

Increasing Complexity in Media

Buying and Selling

Increasing Competition


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Increasing Media Options

There are many more media to choose from today, andeach offers more choices.

TV is now fragmented into network , syndicated, spotand local television, as well as network and local cable.

Specialized magazines now aim at every population andbusiness segment.

The incredible growth of the Internet has brought with it ahost of new media options.

Many companies spend a considerable portion of theirmarketing budgets on specialized communications likedirect marketing, sales promotion, public relations andpersonal selling


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Increasing Fragmentation of the

Audience

Readers and viewers have scattered across thenew media options, selectively reading only

parts of magazines or newspapers, watchingonly segments of programs, and listening tomany different radio stations.

Consumers spend on average 3,530 hours withmediabut an increasing proportion of that timeis spent with less traditional media vehicles.


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Increasing Costs

People can cope with only so many messages,so media restrict the number of advertisements

they sell. As a result, the costs are increasingfor almost all media.

*To run a 30-second spot on American Idol nowcosts $750,000.


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Increasing Complexity in Media

Buying and Selling In the battle for additional sales, many print and broadcast

media companies developed value-added programs toprovide extra benefits.

Value-added packages often employ communicationsvehicles outside traditional media planning, such as publicrelations activities, sales promotions and direct marketing.

To get a bigger share of the advertisers budget, larger

media companies bundle the various stations,publications, or properties they own and offer them inintegrated combinations as further incentives.


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Increasing Competition

The competitive environment completely

changed the structure of the advertisingbusiness.


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Media Strategy The Strategy Elements

(Pangilinan in Ong, 2000)


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Media Mix

The use of two or more media will delivera wider reach of the target

It will allow delivery of the message indifferent psychological contexts

It will address audience segmentation


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Selecting the Media Mix

1. The Characteristics of Each Medium

2. The Media Objective

3. The target Audience Definition

4. Scheduling

5. Reach and Frequency Goal

6. Competitive activities

7. Geographic Split8. Creative Considerations

9. Budget


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Media Weights In advertising, how much advertising you will

need is quantified in terms of reach and

frequency


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Reach vs. rating

Rating is the size of the audience tuned in to agiven station or the readership of a newspaperor magazine. The summation of all the ratingsof all programs in a media plan is called Gross

Rating Points

Reach is the measure of how many householdsor people were exposed to the ad at least once

over a period of time, expressed as apercentage (%) of the universe.


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Frequency is a measure of how many timeseach of the target audience actually saw or

heard the advertising message over a period oftime

Effective Frequency is the amount of

frequency, or repetition, necessary for themessage to have some effect on the targetaudience over a given period of time.

Effective Reach is the percentage of theaudience reached at the defined effectivefrequency.


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Continuity Dominant brands within the fast-moving consumer goods

segment advertise year-round. Certain categories,however, prefer to limit their advertising to seasons or

occasions.

Methods for Scheduling Media

To build continuity in campaign, plannersuse three principal scheduling tactics:

Continuous Flighting

Pulsing

Continuous schedule


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-Advertising runs steadily and varies little over the campaignperiod. Advertisers use this scheduling pattern for productsconsumers purchase regularly.

Flighting

-Alternates periods of advertising with periods of no advertising.

-makes sense for products and services that experience large

fluctuations in demand throughout the year.- often used by products and services to stretch limited budgets.

Pulsing

-This scheduling strategy mixes continuous and flighting

strategies. The advertiser maintains a low level of advertising allyear but uses periodic pulses to heavy up during peak sellingperiods.

-appropriate for products like soft drinks.


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Additional Scheduling Patterns

BurstingRunning the same commercial every half hour on thesame network during prime time.

Road-blockingBuying airtime on all three networks simultaneously.

Blinking

It is used to stretch a slim advertising budget.

To reach business executives, Digital Equipmentflooded the airwaves on Sundays to make it virtuallyimpossible for them to miss the advertisements.

G hi C


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Geographic Coverage

Principle:

Put your money where yourbusiness is, or where you want it

to be.

C ti C id ti


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Creative Considerations

The brands creative strategy will direct a

media planner to choose between visual

vs. audio, color vs. black and white,image vs. hard sell, as well as

commercial lengths and number of

executions,

Documents

How to make T-Plan