Advertising Strategy and Media Planning Strategic Planning
to Develop Advertising 1
don’t think like a consumer
…think like an advertising manage
r
thinking…
don’t think like a student
what is the module about…
why this style?
What came Airst… media choice or m
essage/idea?
What is the strategy?
Why launch around X Factor premiere?
What this module is about…
Critical analysis of theories and concepts about how
advertising is produced and how it works at a strategic level
Evaluation of how strategic and creative decisions contribute to the development of effective advertising
Explanation and application of the process of media planning and selection
Critical evaluation of individual media as part of advertising strategy
How this module is taught…
Reading and research based on concepts covered in
lecture, and use of material and worksheets on X-‐Stream
Group discussion of results of reading and research and comparison of worksheet content
see Module Handbook for recommended texts
Weekly lecture
How this module is assessed
Two individually produced reports…
Strategic analysis of advertising vehicles in a campaign…
Production of a Media strategy and plan for
a given context…
-‐ mark out of 50 -‐ Submitted 1st November
-‐ mark out of 50 -‐ Submitted 9
th December
Response to advertising
Consumer is exposed to the message -‐ via media
Consumer has a response that is a communication effect -‐ via
awareness, attitude, need and intention (via creative + media)
Consumer processes the message
-‐ via words, pictures, sound (creative content)
Consumer takes action -‐ via purchase or …
Percy and Elliott (2012)
4 stage process
Advertising usually used repeatedl
y…
To encourage trial… target is potential new users
objectives and repetition…
To encourage repeat purchase… target is existing users
Percy and Elliott (2012)
Other elements of the marketing m
ix… product, price,
place, promotion, people, process,
physical evidence
Other elements of the marketing communications mix… sales promotion, direct marketing, public relations, packaging and point of sale, personal selling
Advertising rarely solely responsible
for purchase…
L’Oreal advert for Sublime Sun…
InStyle Magazine Sunday Times Style Magazine
Celebrity Endorsement
Other media…
Other vehicles…
Other marketing communications…
Planning is necessary…
Part of a strategic planning process and hierarchy
Marketing plan sets out how marketing can help the company achieve those objectives
Marketing communications plan sets out the how, why, when and where of communicating to target markets
Company plan sets overall objectives -‐ usually sales or market share based and linked to proAit
Advertising plan developed by marketer and advertising agency Percy and Elliott (2012)
exposure
communications effects
target audience action
processing
Planning sequence versus the
communications response sequence…
target audience action
When planning…
communications effects
processing
exposure
Percy and Elliott (2012)
Exposure…
Where can we reach the target cost effectively?
About media selection and scheduling
(where, when and how often)
On a Leeds bus… -‐ outdoor -‐ who reads it? -‐ when was it scheduled?
-‐ how many? -‐ any other media used?
processing…
What creative approach might work best?
Words, images, sounds… others?
tone
style
Effects…
How is the brand positioned?
What effect on the consumer do we want
to achieve?
Target Audience…
Who’s most likely to use the brand/products?
Are there existing users or potential
users… or both?
Not easy to deAine and identify
Needs to be detailed -‐ demographics -‐ psychographics -‐ lifestyle and behaviour
Advertising Strategy
Document called the Advertising Strategy
DeAines the objectives of the advertising campaign
Fletcher (2010 pp 6 – 7)
Ensures everyone involved knows the objectives
Contents…
Campaign’s objectives
Facts about the brand to be advertised
Message the advertising must communicate
Tone in which it must be communicated
Media channels and vehicles likely to be used Budgets available for production and media
Competitors and their marketing and advertising
The target audience at which the campaign will be a
imed
Timescale for production and media
Market research into target market and audience consumers
Any other important details
Fletcher (2010 pp 6 – 7)
Who writes this document?
One -‐The advertiser -‐ marketer, brand owner…
marketing department
marketing manager, brand manager, advertising manager
Two -‐ The advertiser’s advertising agency…
account service department, account planning
account director, account manager, account planner
Simplistic, clichéd conclusions and objectives are useless
Must be much sharper and go much
deeper
The strategy must be inspiring and e
xciting to
those who have to put it into effect
Sharp, deep, inspiring…
Saying nothing more than that the brand is better
than its competitors
produces advertising that is bland to the point of t
edium
Fletcher (2010 pp 6 – 7)
For next week’s seminar
Do the reading in the two books referenced in the lecture
(also re-‐reading parts of Yeshin could be useful)
Go to the module’s X-‐Stream site and the SEMINAR folder
Study the advert you Aind
there
Answer the questions on the related worksheet
Bring your completed worksheet to the tuto
rial
References and reading
Fletcher, W. (2010) Advertising: a very short introduction. Oxford: Oxford University Press.
Percy, L. and Elliott, R. (2012) Strategic Advertising Management. Oxford, Oxford University Press.
Yeshin, T. (2006). Advertising. London: Thomson
Go to Library Online and look for recent articles in academic journals (via EBSCO and Emerald) and on WARC using “advertising strategy” as your search words.
Recommended
