Chapter 8 - Chapter 8 1 The Advertising Plan and I ts...

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Unformatted text preview: Chapter 8 1. The Advertising Plan and I ts Marketing Context a. An ad plan should be a direct extension of a firms marketing plan b. One device that can be used to explicitly connect the marketing plan with the advertising plan is the statement of a brands value proposition c. The advertising plan is a subset of large marketing plan d. An advertising plan specifies the thinking, tasks and timetable needed to conceive and implement an effective advertising effort e. Components of a media plan i. Introduction 1. Consists of an a. executive summary i. states the most important aspects of the plan ii. this is the take away b. overview i. sets out what is to be covered and it structures the context ii. Situation analysis 1. Situation analysis is where the client and agency lay out the most important factors that define the situation and then explain the importance of each factor 2. idea is to be smart in choosing the few important factors that really describe the situation 3. market segmentation and consumer behavior research provide the organization with insights that can be used for sit. Analysis 4. basic demographic trends are the most important situational factor in advertising plans iii. Historical Context 1. All situations are unique 2. Apart from intrinsic value sometimes the real business goal is to convince the client that the agency knows the clients business, major concerns, and corporate culture iv. Industry analysis 1. 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 adv. Plan v. Market analysis 1. Market analysis complements the industry analysis, emphasizing the demand side of the equation. 2. In a market analysis an advertiser examines the factors that drive and determine the market for the firms product or service 3. 1 st advertiser needs to decide just exactly what the market is for the product. a. Where consumer decides if they want the product or not 4. Advertisers job is to find out the most important market factors and why they are so important 5. This stage in the sit. Analysis that account planning can play an important role vi. Competitor analysis 1. Competitor analysis is where an advertiser determines exactly who the competitors are, discussing there strengths and weaknesses, tendencies and any threats they pose f. Objectives i. Advertising objectives lay the framework for the subsequent tasks in an advertising plan and take many different forms....
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This note was uploaded on 06/09/2011 for the course ADVERTISIN 9390103 taught by Professor Murphey during the Spring '11 term at University of Texas.

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Chapter 8 - Chapter 8 1 The Advertising Plan and I ts...

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