Module 2

ADVERTISING PLANNING Nikhil VP

Asst. Professor
Dept. of Management
Birla Institute of Technology
 Advertising plan
• An advertising plan is a basic part of a marketing
strategy. It helps a business to establish smaller
goals as part of a larger marketing strategy.
• An effective advertising plan is only one part of
your overall marketing plan. Effective advertising
and promotional materials are born from strong
marketing plan.
• Great advertising, start with a solid marketing
plan.
 Advertising plan
Definition: It is a detailed outline of a firm's or a
product's advertising campaign which shows
what are the advertising objectives, how they
will be achieved, and what commitment of
resources is required.
 ADVERTISING PLANNING
1. Understand your marketing Objectives
2. Setting the advertising objectives
3. Build product personality and perception
4. Applying DAGMAR ***
 Understand marketing Objectives
• These objectives are closely aligned to the main
Corporate Objectives.
• Marketing Objectives – the goals set for the
marketing department to help the business achieve
its overall objectives.
• Marketing Strategy – Long term plan established for
achieving marketing objectives.
 Common Marketing Objectives
• What would be a Common Marketing Objective?
- Increase Market Share
- Rebranding of a product to freshen it up
- Increasing total sales
- entering new markets with your product
- Increase the Brand awareness and Recognition
 Setting the advertising objectives
Advertising objectives are necessary not only for
a business plan, but also for the day-to-day
operations of a small business. You need to set
goals and having advertising objectives is a great
way to create and monitor goal progress.
 Setting the advertising objectives
By taking these steps you can ensure that the right amount of
money is being spent on advertising and that you are choosing
the right advertising avenues for your product or service.
Step 1: Be realistic in your expectations.
Step 2: Understand your target market.
Step 3: Plan what you want to accomplish first.
Step 4: Use your budget to help make decisions.
Step 5: Test your objectives before fully committing. (Running
small test campaigns can be the final deciding factor on whether or not
your advertising objectives are feasible)
Build product personality and
Brand perception
 Product/Brand personality
It refers to the set of personality characteristics that
people use to describe a specific Product or Brand.

• In simple words, it can be explained that it is the way a

consumer looks at your brand. That is to be further elucidated
as a means by which a consumer would associate himself with
products and services.
• They perceive your brand in a certain way after using your
products and services. Hence this becomes an important part
of marketing as it is directed to what consumers may feel
about your products and services.
Bajaj Pulsar – “Definitely Male”
Year 2003 -2005
 Brand personality
Brand personality

Product personality 1 product personality 3

product personality 2
Brand personality & Celebrity Endorsement
 Brand perception
• To be little more precise, brand perception meaning
can be elucidated that it is the sum total of all kinds
experience that a consumer may have faced while
using your brand.

• Like your products and services is user friendly, of the

highest quality and extremely reliable.
 Applying DAGMAR ***
• DAGMAR is a marketing approach used to measure
the results of an advertising campaign.

• DAGMAR is an acronym: Defining Advertising Goals

for Measured Advertising Results.

• The approach involves setting specific, measurable

objectives for a campaign to determine if specific
objectives were met.
According to DAGMAR, each purchase prospect goes through 4
steps. It is also called DAGMAR communication approach.

1. Awareness - consumer must be aware of product or company

2. Comprehension - what the product is and its benefits
3. Conviction - mental conviction to buy the product
4. Action - finally buy the product

These steps are also known as ACCA advertising formula.

ACCA/DAGMAR is a descendant of AIDA advertising formula and
considered to be more popular and comprehensive than AIDA. It
is developed for the measurement of advertising effectiveness
which maps the states of mind that a consumer passes through.
End of the Module