Planning an advertising campaign

Planning an advertising campaign or
(Structuring the communication mix)

1. Identify the target audience.
Decide whom the message is for.

2. Determine the response sought.
What would the marketer like the audience to do after they get the message?

3. Choose the message.
Write the copy, or produce the appropriate image.

4. Choose the channel.
Decide the most appropriate medium (i.e. TV, radio, or other medium) is most appealing to the audience.

5. Select the source’s attributes.
Decide what it is about the product or company that needs to be communicated.

6. Collect feedback.
Carry out market research to monitor how effective the promotion was.


Communication planning
Planning Function Explanation
Situation
Situation analysis 1. Determining the demand factors.2. Identifying the target group.3. Assess the competition4. Legal and regulatory environment
Objectives
Defining the Marketing Objectives Decide what the marketing objectives is out to achieve in terms of:· Increase sales of brand x· Increase market share· Generate 500 new enquiries each month· Increase distribution penetration· Establish a network of distributors
Defining the communication objectives Decide what the communication objectives is out to achieve in terms of:· Increasing brand awareness· Positioning the service as the friendliest on the market· Repositioning Guinness from an old mans drink to a young mans drink· Maintaining brand x as the preferred brand· Including Bulgarian wine in the repertoire of possible wine purchases amongst ABC1 wine purchases · Supporting the launch of a new shop by generating 50% awareness in the local community· Repositioning the Sun newspaper as an up-market business newspaper
Strategy
How we get there- how the objectives are achieved. Strategy drives the tactics in the same direction
The strategy summarises the tactics, by helping to harmonize and integrate all tactical communication tools. The strategy should also include selection of target markets, positioning, selection of communication tools, sequence of communication tools (are different tools used at different stages?), time scales and more. Examples of such strategies include:· The TupperwareA direct response campaign that combines personal selling in party format and toll free numbers and catalogues.· The IBMPosition the business as a solution provider for all your computing problems, e.g. conferences, published papers, training awareness days etc.· ETCDevelopment of a client relationship strategy· Daewoo CarsPosition Daewoo as a customer focused firm that is happy to deal directly with customers.Stage 1. Build customer credibility through TV and motoring pressStage 2. Develop dialogue with customers about current issues about car ownershipStage 3. Launch brand· NTLCreate and educate the market ( get customers predisposed to consider cable from NTL. Advertising will concentrate on building and managing customer relationships and acquisition.
Tactics
Setting the budget Can be achieved in four main ways:1. Objective and task approachWhere the cost of implementing the objectives determines the budget.2. Percentage of sales approach, whereby the budget is determined by a fixed percentage of sales.3. Competition matching approach, whereby the firm’s budget spend matches that of the competition.4. Arbitrary approach, where the CEO sets an arbitrary figure that does not take account of the cost of implementation.
Managing the elements of the mix Media planning: 1.Determining the media channels to utilise. a) In order to achieve maximum reach (no. of customers).b) The frequency of coverage (no. of times a customer is exposed to the advert).c) The scheduling of coverage (e.g. prime time or early morning for radio and TV.).d) The size of the advert (e.g. half page in a paper)e) The positioning of the advert (e.g. on the front page of a magazine or paper).In Advertising the decision is based on the cost per thousand viewers, listeners or readers.
Creating the platform Deciding the basic issues and selling points that the communication must convey. This clarifies the thinking on producing the communication plan.
Action Reveals the details of the tactics
Detailed action plans implement the tactics in various forms including:· Project management skills· Time management· Prioritising· People management· An ability to get things done and plan for contingencies

Control Plans should identify how progress should be reviewed, monitored, measured and controlled. So measurement systems need to be built in from the start.

Example of a promotional campaign for a new product launch strategy e.g. a new food product.

Month Activity

May Press Release to trade press and retailers

June a) Sales campaign to persuade retailers to stock the productb) Press Release to trade press, TV programs if newsworthy enoughc) Begin a teaser campaign

July Denouement of teaser campaign

September Once 50 per cent retailer penetration has occurred, start public campaign to maximise brand awareness

January Begin a new campaign to inform consumers about the brand.Possibly use money-off promotion, linked promotions, etc.

Review progress using market research.Possibly release PR to specialist trade press