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Advertising Planning PDF
Advertising Planning PDF
Advertising Planning PDF
Where do
Where could
We want
we be?
to go?
Objectives Co. Potential
and Strategy
Whose job is it?
• Normally the brand manager.
• In some cases it could be the advertising
manager, the marketing manager, the
product manager and similar designations
Role of the Brand Manager
• CEO of the brand
• Accountable for the sales, profits,
contribution and fortunes of the brand
• Needs to interact with all functionaries,
internally and externally and do whatever it
takes to ensure the progress of his brand
Strategic Role of the Brand Manager
Marketing
Despatch Head Agency
Sales MR
Brand
Manager
New Product
Finance Planning/R&D
Production
Materials
Role of advertising within the
communications mix
• To increase awareness of the brand and its characteristics
• To encourage non-users to sample the product
• To develop the belief among both users and ideally, non-
users that a brand is technically superior to competitors for
reasons A, B, C, etc.
• To inform consumers especially lapsed consumers that
the product has been improved or reformulated
• To encourage retail trade to stock and display the
product
Is it an investment or revenue
expense ?
Conservative accounting principles
does not recognise the future positive
effects of current advertising
expenditure
Is advertising an expense or an
investment?
• How to treat it in the books?
• Risk
• Benefits obtained from the expenditure
Is advertising related to sales?
New customers
Change attitude
Improve image
SET OBJECTIVES
SET YOUR
BUDJETS
IDENTIFY
COMPETITORS &
CUSTOMERS
REVIEW THE
NO’S
CHOOSE YOUR
STATERGY
ASK
PROFESSIONAL
FOR HELP
You can attain temporary share of
the market with anew product or a
smart promotion, but to enjoy a
really healthy share of market (in
three year’s time) you have to start
now, to build a share of mind– Leo Burnett
“I am astonished to find how many
manufacturers, on both sides of the
Atlantic, still believe that women
can be persuaded by logic and
argument to buy one brand in
preference to another. The greater
the similarity between products, the
less part reason plays in brand
selection” – David Ogilvy
“Half my advertising is wasted,
but the problem is I don’t know
which half”
- John Wanamaker
Demand stimulated by advertising not
only increases sales but the value of the
brand in the minds of the consumer