Chapter 8 Outline on
 Advertising Campaign Planning

First, we need to review the advertising campaign planning process.

Account Planning

 synthesize relevant consumer research and draw inferences from the research

develop and define the ad strategy

The Advertising Plan

• Introduction
• executive summary that states ___________________________
• Situation Analysis
• lays out the ___________________________ and explains the ___________________________
• Ad Objectives
• ___________________________ of the advertiser in concrete terms
• Budgeting
• Strategy
• ___________________________ ___________________________ ___________________________
• Evaluation

Communication Objectives

• ___________________________
• ___________________________ (change beliefs/attitudes)
• Influence ___________________________
• Stimulate ___________________________
• Brand ___________________________ or ___________________________
• Increase ___________________________
• not reasonable to set sales expectations except for ____

Some specific objectives

• To prompt ___________________________
• To encourage ___________________________
• To relate ___________________________
• To encourage ___________________________ of past ___________________________
• To ___________________________ or reinforce ___________________________

Advertising Strategy ...

• ...a statement of how objectives will be achieved.
• Identifies target markets, the position of the product in the market and the marketing mix.

Positioning determines the way in which a customer perceives your product in relation to other products.

Positioning Options

• By product differences
• By product attributes or benefits
• By price/quality
• By product users
• By product usage or application
• Against a particular competitor
• Against an entire product category
• By association
• By problem

The FCB Grid