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Summary Chapter No.4 Marketing and Advertising Planning

The document discusses marketing, advertising, and campaign planning. It covers key topics such as the elements of a marketing plan, product positioning, perceptual mapping, advertising objectives and strategies, and factors to consider when planning an advertising campaign. The goal of an advertising campaign is to accomplish a specific purpose through a coordinated promotional effort over a period of time to meet predetermined objectives. Effective campaign planning requires understanding consumer behavior and market profiles.

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98 views3 pages

Summary Chapter No.4 Marketing and Advertising Planning

The document discusses marketing, advertising, and campaign planning. It covers key topics such as the elements of a marketing plan, product positioning, perceptual mapping, advertising objectives and strategies, and factors to consider when planning an advertising campaign. The goal of an advertising campaign is to accomplish a specific purpose through a coordinated promotional effort over a period of time to meet predetermined objectives. Effective campaign planning requires understanding consumer behavior and market profiles.

Uploaded by

sheilar_16846886
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© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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SUMMARY CHAPTER No.

MARKETING AND ADVERTISING PLANNING

The company generates sales only through marketing, and as such it is the most
important plan. This plan contains information about four important aspects of the
organization. An organization’s advertising plan is drawn from its marketing plan. It also
decides the allocation of advertising budget.
ELEMENTS OF THE MARKETING PLAN: 1. The situation analysis: Here the
organization’s current situation is considered and is related to its past activities. 2. The
marketing objectives: The objectives flow from the company’s current situation and
management vision of the future. 3. The marketing strategy: It spells out how a company
plans to realize its marketing objectives. Objectives lead to strategies. In the marketing
strategy, we have to select the target market, determine the marketing mix for this
market, and position the product in each market, and 4. The action plan.

BRANDING POSITIONING: Positioning is a creative exercise which starts with a


product. Positioning is not what you do the product but it is what you do to the mind of
the prospect. The shortest route to the heart is through the mind. Positioning may lead to
cosmetic changes in the product’s name, price and packaging but far more important is
the psychological positioning of potential products. The consumers mentally rank the
products in their mind, along one or more than one dimensions. The consumers tend to
remember number one.

MEANING OF THE PRODUCT POSITIONING: Product positioning is an attempt


to create and maintain in the mind of the target audience the intended image for the
product, relative to other brands so that the target audience perceives the product as
possessing the attributes they want. There are two sides of the positioning. (a) Market
Positioning: There are three steps of Marketing Positioning. 1. Explore the market 2.
Segmentation and Targeting 3. Competitive Strategy (b) Psychological Positioning: It is
a communication exercise that follows AIDA (Attention, Interest, Desire and Action)
Model.

PERCEPTUAL MAPPING FOR POSITIONING: Perceptual Space Map (PSM)


shows the perceived relative positioning of products along different dimensions. The
attributes or dimensions of a product are identified by qualitative research like depth
interviews. Statistical techniques are used to reduce a very large number of dimensions to
a few significant dimensions.

ADVERTISING AND POSITIONING: According to George A. Miller, Harvard


psychologist, the average person can rarely name more than seven brands. The set of that
the consumer has in his mind during the purchasing process is called “evoked set”. This
where the positioning comes in. advertising has to establish the brand in a commanding
position in the mind sets of consumers. The image and appeals must be related to the way
consumers possibly think about a brand and thus position it in their mind.
RESEARCH FOR POSITIONING: Positioning research starts with the study of the
market to identify the factors which are most important to various users of the product
category. First, investigate what the consumers do with the products. Secondly,
attitudinal information should be developed according to the purpose for which the brand
is to be used and not just for any two brands. Thirdly, it is important to ask why a brand
or a product is not being used. Fourthly, it is important to identify the existing brands
where they are placed in the consumer’s mind. Lastly, positioning is creative. It helped
by complete information. The position of a brand is the perception it brings about in the
mind of the target consumers.

BRAND PERSONALITY: Brand image is broader than brand personality because by


the time we enter the personality realm, we are dealing with feelings and emotions that
the consumer takes away from communication. A well established brand has a clear
brand personality. Closely positioned brands may also acquire distinct personalities as a
result of exposure to the product, packaging, service, word - of- mouth and advertising.
Brand personality should not be confused with the description of target audience. Brands
are much like people. They have certain physical characteristics, certain skills and
abilities and certain associations and attitudes. The brands therefore, appeals to senses, to
reason and to emotions.

ADVERTISING PLAN: Advertising plan sets out the advertising objectives and
advertising strategy along with details about messages design and media plans, sales
promotion and event management tie-up. It also considers the advertising budget, and
schedule.

ADVERTISING OBJECTIVES: advertising is expected to improve sales but the effect


of advertising on sales are not measurable precisely. Many other factors simultaneously
influence sales. Sales objectives are relevant in the context of advertising only. (i)
Advertising is the only variable in the marketing equation. (ii) Advertising is a pre-
dominant element of the marketing mix. (iii) Advertising is supposed to generate an
instant response
.
HIERARCHY OF EFFECTS: It is based on the assumptions that people first learn
something from advertising. Later they develop feeling for it and are finally led to action.
This sequence is called cognitive-affective-action sequence. The various stages in this
sequence are awareness, comprehension, conviction, desire and action.

DAGMAR APPROACH: Defining Advertising Goals for Measured Advertising


Results, where to establish an explicit link between ad goals and ad results colley
distinguished 52 advertising goals that might be used with respect to a single
advertisement, a year’s campaign for a product or a company’s entire advertising
philosophy. The goals may pertain to sales, imagine, attitude, and awareness. According
to DAGMAR approach, the communication task of the brand is to gain (a) awareness, (b)
comprehension, (c) conviction, (d) image and (e) action. Thus DAGMAR treats an
advertising goal as a communication task, to be achieved among a defined audience in a
given period of time.

ADVERTISING STRATEGY: It is basically a blend of the advertising message and the


communications media. While do so, it also considers the target audience and the product
concept.. Advertising message spells out what the company plans to say.

ALLOCATING FUNDS FOR ADVERTISING: It drives both the marketing and


advertising plan. Advertising must justify the expenditure it makes. Advertising is an
investment in future sales. As sales are affected by a variety of factors including
advertising, it is difficult to determine allocation of funds. Before making allocations, the
business environment is considered in its totality. A number of methods like,
Affordability method, Percentage-of –sales method, competitive method, objective
and task method etc. are used to determine how much to spend on advertising.

ADVERTISING CAMPAIGN: It is used to mean organized and planned use of


advertising for accomplishing a definite purpose. A campaign is a co-coordinative effort
of promotion of a particular product/service during a particular period of time to attain
pre- decided objective. Buyers are forgetful, often due to a clutter of large number of
advertising messages, they over look several of them. It is therefore better to approach
them in the form of a campaign. The factors which affect the duration of campaign are
the type of product offered, the nature of advertiser’s marketing programme, seasonality
of sales, media policies and the competitor’s advertising, and the geographical spread of a
campaign can be the basis.

CAMPAIGN PLANNING: The basis of any campaign is the consumer behaviour and
the market profile. The demographic and the psychographic study of consumers
constituting a market is a must to create advertisements for the right target audience with
the right type of appeals. Media planning is the selection of appropriate media or a
combination of media for placement of advertisements. The points to be kept in mind
while planning an advertisement are , Identify the Problem, The Budget, Pre-Testing,
Target Audience, Media Selection, The language, The Visual and the Copy, Timing
and Duration, Post –Testing, Effect on Sales

WHY TO PLAN CAMPAIGN: (i) to determine the market and its potential (ii) to
obtain the consumer profile (iii) to study the consumer psychology (iv) to know the
frequency or size of buying (v) to decide about the channels and their satisfactory
operation (vi) to bring about the product modification.(vii) to determine the geographical
scope of the campaign.(viii) to do the media planning (ix) to determine the fundamental
human desire to which the advertisement will appeal.(x) to determine the scheduling and
space buying.
BASIS OF CAMPAIGN PLANNING: The three word recipe for a good campaign as
given by Sir William Crawford is Concentration, Domination, and Repetition.
THREE PHASES OF CAMPAIGN CREATION: There are three phases involved in
the creation of any campaign 1. Strategy development 2. The Briefing Phase 3. The
creative Phase.

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