Advertising Campaign Planning

Setting Advertising Goals & Objectives

1.
2.

Top Down
Bottom up (Goal Based)

3.

Return on Investment
TOP DOWN APPROACH

Top management sets the spending limit

The promotion budget is set to stay within the spending limit

BOTTOM UP APPROACH
Total budget is approved by management

Cost of activities are budgeted

Activities to achieve objectives are planned

Promotional objectives are set

GOAL BASED BUDGETING The DAGMAR Approach Define Advertising Goals for Measuring Advertising Results

SETTING SPECIFIC OBJECTIVES

Specific Communications Objectives- brand knowledge and interest, favorable attitudes and image, purchase intentions.
Concrete Measurable Tasks- precise statement of appeal/ message, Well-Defined Target Audience- based on descriptive variables like demographics, geography, psychographics, behavioral variables i.e. usage rate or benefits sought Existing Benchmark Measure- must analyze target audiences present status concerning response hierarchy variables such as awareness, knowledge, image, attitudes, and intentions Degree of Change Sought- determine the degree to which consumers must be changed by the advertising campaign. Specific Time Period In which they must be accomplished. Appropriate time periods can range from a few days to a year or more.

MESSAGE STRATEGIES AND TACTICS Effective Advertising messages Examines breakthrough advertising, and how creatives are developing messages people want to watch and read. Advertising creatives must be innovative and use ideational thinking and processes, in spite of constraints and political pressures from clients. Two sides of advertising Media and message strategy work together to create effective advertising. Creative activities work in parallel with the media strategy

ROLE OF CREATIVITY IN ADVERTISING Advertising creativity is a product of teamwork between copywriters, art directors, and even broadcast directors work together to generate concept, word, and picture ideas. In advertising, creativity if both a job description and a goal. Creativity is a special form of problem solving. MESSAGE PLANNING The creative strategy phase brings together the art and science of advertising. Ad ideas must be creative (original, different, novel, unexpected) and strategic (right for the product and target; meets advertising objectives. Creative strategy/message strategy What the ad says Execution How it is said

CREATIVE BRIEF Spells out the creative strategy and key execution details Prepared by the account planner to summarize the basic marketing and advertising strategy Provides direction to the creative team to develop a creative concept

Key points in a creative brief Problem that can be solved by communication. Target audience and key insights into their attitudes and behavior. Brand position and other branding decisions, such as personality and image. Communication objectives that specify the desired response to the message by the target audience. Proposition or selling idea that will motivate the target to respond. Media considerations about where and when the message should be delivered Creative direction that provides suggestions on how to stimulate the desired consumer response. These arent creative ideas but may touch on such execution or stylistic direction as the ads tone of voice. Message Strategy Based on objectives, the goals are translated into strategies A creative strategy is an approach that makes the most sense given the brands marketing situation and the target audiences needs and interests.

CREATIVE APPROACHES Head and Heart Head: uses more rational, cognitive (thinking) objectives Heart: uses more emotional, affective (feeling) objectives Hard Sell and Soft Sell Hard sell: uses an informational message that touches the mind and creates a response Soft sell: uses emotional appeals or images to create a response based on attitudes, moods, and feelings Frazers Six Creative Strategies Six creative strategies that address various types of advertising situations; identify common approaches to advertising strategy. Taylors Six-Segment Strategy Wheel Divides strategies into the Transmission view (head strategies and the Ritual view (heart strategies). Each view is divided into three segments: Rational, Acute Need, and Routine on the Transmission side; and Ego, Social, and Sensory on the Ritual side.

Strategy Preemptive

Description Uses a common attribute or benefit but brand gets there firstforces competition into me-too positions.

Uses Used for categories with little differentiation or new product categories. Used for categories with high levels of technological improvement and innovations.

Unique Selling Uses a distinct difference in Proposition attributes that creates a meaningful consumer benefit. Brand Image

Uses a claim of superiority Used with homogeneous lowdistinction based on extrinsic factors tech goods with little such as psychological differences in differentiation. the minds of consumers. Establishes a place in the consumers Used by new entries or small mind relative to the competition. brands that want to challenge the market leader. Uses situations, lifestyles, and emotions with which the target audience can identify. Used in highly competitive, undifferentiated product categories.

Positioning

Resonance

Affective/ Anomalous

Uses an emotional, sometimes even Used where competitors are ambiguous message, to break playing it straight and through indifference. informative.

Taylors Six-Segment Strategy Wheel

The wheel divides message strategy into two general viewsthe Transmission view and the Ritual view. These are roughly equivalent to our head and heart strategies.