Marketing Communications – Objective Phrases of Rhino Shield Crash Guard

Order Description

Apply and discuss “Advertising plan components” – Quantitative benchmarks, Measurement methods, Criteria for success & Time frame to this business called “Rhino Shield Crash Guard”

HK3052 Marketing Communications
Holmes Institute, 2006 1
HK 3052
Marketing Communications
Lecture 5:
Advertising & Promotion Planning
Holmes Institute, 2007 2
Advertising Plan in Context
Ad Plan
Specifies thinking and tasks needed to conceive
and implement an effective advertising effort
Marketing Plan
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Advertising Plan Components
Introduction
Situation Analysis
Objectives
Budgeting
Strategy
Execution
Evaluation
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Advertising Plan Components
Introduction
•Executive summary
•Overview
Situation
Analysis
•Historical context
•Industry analysis
•Market analysis
•Competitor Analysis
HK3052 Marketing Communications
Holmes Institute, 2006 2
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Advertising Plan Components
Objectives
•Quantitative benchmarks
•Measurement methods
•Criteria for success
•Time frame
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Sales vs. Communication Objectives
Advertising = Sales?
Advertising = Communication?
Effective Communication = Sales?
Focusing on communications objectives allows
advertisers to consider a broad range of strategies.
Building brand loyalty can take years.
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Workable Objectives
• Establish a quantitative benchmark
• Current market share
• Awareness
• Attitude
• Specify success measurements and criteria
• Specify a time frame
• Direct response: short
• Brand awareness: long
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Budgeting
Methods
•Percentage of sales
•Share of market/voice
•Response models
•Objective and Task
Advertising Plan Components
HK3052 Marketing Communications
Holmes Institute, 2006 3
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Determine cost
based on build-up
analysis
•Production costs
•Ancillary costs
•Other promotion
•Reach
•Frequency
•Time frame
•Media
Compare costs against
industry and corporate
benchmarks
Reconcile and
modify budget
Determine time
Frame for payout
Implementing Objective & Task Budgeting
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Strategy
•Brand name recognition?
•Repetition and frequency
•Rhyming games
•Trial Use Stimulation?
•Introductory offers
•Product guarantees
•Brand Switching?
•Value Propositions
•Product comparisons
Advertising Plan Components
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Advertising Plan Components
Execution
•Copy strategy
•Media plan
•Integrated brand promotion
Evaluation
•Criteria
•Methods
•Consequences
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Adv. Planning: Role of Advertising Agencies
? Advertiser brings to the table an assessment of
the brand’s value, the external environment, and
opportunities and threats.
? The advertising agency’s role is to the current
marketing and market status of the brand into
advertising objectives and strategies and
ultimately into advertisements and IBP materials
HK3052 Marketing Communications
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Cross-Cultural Audience Research
? Economic conditions (LDC, NIH, HIC)
? Demographic characteristics
? Values
? Custom and ritual
? Product use and preferences
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Executing Advertising Worldwide
? The Creative Challenge
? The Media Challenge
? The Regulatory Challenge
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Creative Challenge
? Written and spoken language
? Translation difficulties
? Culture-bound picturing
? Assumptions and inferences
? Identifying cross-cultural icons
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Media Challenges
? Availability and coverage
? Not all media are pervasive
? Some ads are not acceptable
? Local knowledge is important for print
? Costs and Pricing
? Rates must be negotiated
? Global coverage is expensive
? Bidding can escalate prices further
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Holmes Institute, 2006 5
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Regulatory Challenges
What are the . . .
? Products that can be advertised?
? Appeals that can be used?
? Times that products may be promoted?
?Rules regarding foreign language use?
?Restrictions on using national symbols?
? Taxes levied against advertising?
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Regulatory Challenges
? Can you use:
? Ads directed to children?
? Foreign languages in ads?
?National symbols in ads?
? Advertising may be taxed
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International Agency Options
Global Agency
?Greater integration
? Economies of scale
Local agency
Highly localized
Execution risks
International affiliates
Local market expertise
Cultural adaptation
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Ad Campaigns: Global versus local
Global Campaigns
Message
Market
A
Market
B
Market
C
Local Campaigns
Message 1 Message 2 Message 3
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Jack Daniel’s: global campaign?
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Trends Promoting Global Advertising
? Global communications
? The global teenager
? Universal demographics and lifestyle trends
? Americanization of consumption values