ADVERTISING AND INTEGRATED BRAND

PROMOTION
6TH EDITION

Reference book:
Thomas Guinn: Chris Allen:
Richard Semenik
 Planning
Advertising and
Integrated Brand
Promotion
 1. The Advertising Plan and Its Marketing
Context

Advertising Plan : It specifies the thinking task, and

timetable needed to conceive and implement effective
advertising effort
1.Introduction
2.Situation Analysis
3.Objectives
4.Budgeting
5.Strategy
6.Execution
7.Evaluation
 1. The Advertising Plan and Its Marketing
Context

1. Introduction
Executive Summary : It is offered to state the
most important aspects of the plan; It is the
essence of the plan
Overview : It sets out what is to be covered,
and it structure the context

2. Situation Analysis
Cultural Context : Ones own cultural values,
experiences, and knowledge serve as a
subconscious guide for decision making and
behavior
 1. The Advertising Plan and Its Marketing
Context

2. Situation Analysis
Cultural Context : Ones own cultural values,
experiences, and knowledge serve as a
subconscious guide for decision making and
behavior
a. Ethnocentrism : The tendency to view
and value things from the perspective of
ones own culture
b. Self reference criterion (SRC) :
Unconscious reference to ones own
cultural values, experiences, and
knowledge as a basis for decisions
1. The Advertising Plan and Its Marketing
Context
Historical Context : A brief history of the
company and brand are included in ad
plans to demonstrate the thoroughness of
the agencys research, the depth of its
knowledge, and the scope of its concern

Industry Analysis : It focuses on

developments and trends within an entire
industry and on any other factors that may
make a difference in how an advertiser
proceeds with an advertising plan
1. The Advertising Plan and Its Marketing
Context
Market Analysis : It emphasized the
demand side of the equation; an advertiser
examines the factors that drive and
determine the market for the firms product
or service

Competitor Analysis : An advertiser

determines just exactly who the competitors
are, discussing their strengths, weakness,
tendencies, and any threats they pose
 1. The Advertising Plan and Its Marketing
Context

3. Objectives
It identifies the goals of the advertiser in concrete
terms
1. Increase in consumer awareness of and curiosity about
its brand
2. To change consumers beliefs or attitudes about its
product
3. To influence the purchase intent of its customers
4. To stimulate trial usage of its product or service
5. To convert one-time product users into repeat purchase
6. To switch consumers from a competing brand to its
brand
7. To increase sales
 1. The Advertising Plan and Its Marketing
Context

3. Objectives
Brand Awareness : Indicator of consumer knowledge
about the existence of the brand and how easily that
knowledge can be retrieved from memory

Purchase intent : Determined by asking consumers

whether they intend to buy a product or service in the
near future

Trial Usage : It reflects the actual behavior and is

commonly used as an advertising objective
 1. The Advertising Plan and Its Marketing
Context

3. Objectives
Brand switching : Persuading consumers to switch
brands can be a long and expensive task
 2. Communication versus Sales Obejctives

They are some major benefits to maintaining a strict

communications perspective in setting advertising
objectives

1.Viewing advertising as primarily a communication

effort, marketers can consider a broader range of
advertising strategies

2.It can gain a greater appreciation for the complexity

of the overall communications process
 2. Communication versus Sales Obejctives

They are some major benefits to maintaining a strict

communications perspective in setting advertising
objectives

Using advertising messages to support the efforts of

the sale force and/or drive people to your website is
an example of integrating diverse communication
tools to build synergy that then may ultimately
produce a sale

Advertising must sale

 3. Budgeting

Budgeting
Percentage of Sales : It calculate the advertising budget
based on the percentage of the prior years sales

Share of Market/Share of Voice : A firm monitors the amount

spent by various significant competitors on advertising and
allocates an amount equal to the amount of money spent by
competitors or an amount proportional to the firms market
share relative to the competition

Response Models : It leads to a point where an optimal

advertising expenditure results in an optimal sales level, and in
turn, an optimal profit
 3. Budgeting

Budgeting
Objective and Task : It begins with the stated objectives for an
advertising effort

Implementing the Objective-and-task Budgeting Model : It

requires a data-based, systematic procedure
a. Determine Costs Based on Build-up Analysis :
1.1 Reach
1.2 Frequency
1.3 Time Frame
1.4 Production Costs
1.5 Media Expenditure
1.6 Ancillary Costs
1.7 Integrating Other Promotional Costs
 3. Budgeting

Budgeting
Implementing the Objective-and-task Budgeting Model : It
requires a data-based, systematic procedure
b. Compare Cost Against Industry & Corporate Benchmarks :
Checking the percentage of sales that the estimated set of
cost presents relative to industry standards for percentage of
sales allocated to advertising

c. Reconcile and Modify the Budget : Modification to a

proposed project are common, but having to make radical cuts
in proposed spending is disruptive

d. Determine a Time Frame for Payout : A marketer must take

in an advertising effort with clearly specified intentions for what
is to be accomplished
 3. Budgeting

Strategy
It represents the mechanism by which something is to be
done
Execution
It is the making and placing of ads across all media

a. Copy Strategy : It consist of copy objectives and methods, or tactics;

The objectives states what the advertisers intend to accomplish, while
the methods describe how the objectives will be achieved

b. Media Plan : It specifies exactly where ads will be placed and what
strategy is behind their placement

c. Integrated Brand Promotion : There should be a complete

integration of all communication tools in working up the plan
 3. Budgeting

Evaluation
This is where an advertiser determines how the agency will
graded : What criteria will be applied and how long the agency
will have to achieve the agreed on objectives
 4. The Role of the Agency in Planning
Advertising and IBP

The agencys crucial role is to translate the current market

and marketing status of a firm and its advertising objectives
into advertising strategy and ultimately, finished
advertisement and IBP materials

Integration : They need various departments in an agency

to be working as a team, coming up with the
communication solutions that build synergy between and
among multiple channels

The need for new ideas and fresh approaches to

breakthrough an ever-increasing clutter in todays
marketplace