Advertising Planning, features and process

Advertising Planning notes for BBA and MBA

1. Advertising Planning Poorva Jain

2. What is an Advertising Plan? An advertising plan guides advertising strategy, which will be used to promote your products and services to customers. These plans can be monthly or annual guides for how the company plans to use advertising funding efficiently. Here are the primary advertising plan steps: You develop a plan. The marketing or advertising team enacts the plan. You measure results. You review and adjust the plan.

3. Advertising Planning and Strategy  advertising management mainly concerned with  advertising planning  and decision making advertising manager involved in the development, implementation, and overall management of an advertising plan development of an advertising plan  essentially requires the generation and specification of alternatives. Decision making involves choosing from among the alternatives. The alternatives can be various levels of expenditure, different kinds of objectives or strategy possibilities, and kinds of options with copy creation and media choices.  Thus, the essence of  advertising planning  is to find out the feasible alternatives and reduce them to decisions. An   advertising plan  reflects the planning and decision — making process and the decisions that have been arrived at in a particular product and market situation.

4. Factors affecting Advertising Planning Advertising planning  and decision making depends on internal and external factors . Internal factors in the  advertising planning  framework are: Situation analysis Consumer and market analysis Competitive analysis The external factors in the  advertising planning  framework are: environmental social legal considerations

5. Internal factors Internal factors in the  advertising planning  framework are : situation analysis- It involves an analysis of all important factors operating in a particular situation. This means that new research studies will be undertaken on company history and experience. Situation analysis begins by looking at the aggregate market for the product, service, or cause being advertised, the size of the market, its growth rate, seasonality, geographical distribution. Consumer and market analysis- Nature of demand, Extent of demand, Name of competition, Environmental climate, Stage of product life cycle, Cost structure of the industry, Skills of the firm, Financial resources of the firm Competitive analysis- Advertising  planning and decision making are affected by competition and the competitive situation facing the advertiser. Competition is such a pervasive factor that it will occur as a consideration in all phases of the advertising planning and  decision making process . It should include an analysis of what current share the brand now has, what shares its competitors have, what share of a market is possible, from which competitors the increased share of a market is possible? 

6. External factors The external factors in the  advertising planning  framework are environmental, social and legal considerations. To a considerable extent, these exist as constraints on the development of an advertising plan and decision making. In developing specific advertisement, there are certain legal constraints that must be considered. Deceptive advertising is forbidden by law. What is deceptive is often difficult, because different people can have different perceptions of the same advertisements. Thus, an advertiser who attempts to provide specific, relevant information must be well aware of what constitutes deception in a legal and ethical sense and of other aspects of advertising regulation. Even more difficult consideration for people involved in the advertising effort is broad social and economic issues as stated below. Does advertising raise prices or inhibit competition? Is the use of sex or fear appeals is appropriate? Women and minority groups are exploited in advertising by casting them in highly stereotyped roles. Is it more irritating than entertaining? Is an intrusion into an already excessively polluted environment? Advertising directed at children .

7. Steps to an Advertising Plan Establish/formulate the advertising objectives Develop the advertising budget Identify the target market Developing the advertising strategies Selecting the appropriate media Execution (development and publishing of ads) Evaluating the advertising effectiveness Adjust or make changes for future campaigns