ADVERTISING PLANNING

Where it fits in, theories and

appeals
 A couple of Q’s:
1. Where does the advertising plan fit into the
client’s marketing plan?

2. What needs to be established before starting a

plan?

3. What is the difference between a strategy and a

plan?

4. What does IMC stand for?

Hierarchy of Advertising plan
Corporate / Business Objectives – leading
to Corporate / Business Plans
(to achieve those objectives

Marketing Objectives
(based on the Corporate / Business
Objectives and Plans) leading
To Marketing Plans

Advertising (and other IMC) Objectives and

Plans (based on Marketing Objectives
And Plans)
 Four (4) components of advertising
management programmes – i.e. steps taken
by an agency in preparing an advertising
programme
1. Review the organisation’s advertising
management activities
e.g. Wimpy wants to expand into a new market to increase profits,
so they start making burger-cars. The marketing manager
researches the automotive market (its characteristics and drivers’
buying behaviour) and then liaises with the advertising manager to
develop an advertising programme. I.e. what advertising should
do or accomplish

2. Select the advertising agency

Includes agency ability, client / product research and AE & Creative
responsibilities
3. Develop a strategy for advertising campaign
management (done with the marketing management)
Step 1: Review the market analysis and communication strategy
- look at competitor’s ads;
- look at opportunities (USP’s, upcoming events, etc)
- look at the target market (needs)
- look at the company’s customers
- look at the positioning of the company

Step 2: Develop communication and advertising objectives

Objectives might include: Building brand image or encouraging action.

Step 3: Review and set the advertising budget

Budgeting methods:
- historical (previous year’s budget, adjusted by inflation rate)
- % of sale
- competitive parity
- affordable
- objective-and-task

Step 4: Media selection

Step 5: Review the creative proposals with the creative team

4. Complete a creative brief

Advertising objectives

Objectives should:
- State who the target audience is, what the goals of the company are,
and when these goals need to be met
- Must be measurable
- Amount of change must be stated
- Be realistic
- Be in writing

Types of advertising objectives:

1. Building brand image (agencies must know their clients’ brand inside
out)
2. Informing (usually new businesses – location, trading hours, etc.)
3. Persuading (motivate or encourage the target audience to use the
product or service, without comparative advertising)
4. Support other marketing efforts (i.e. direct selling, sales promotion
and PR)
5. Encourage action (i.e. ‘call to action’ – buy 1 get 1 free)
Four (4) Advertising Theories
1. Hierarchy of effects
A buyer moves through six steps before deciding to buy: Awareness -
Knowledge - Liking - Preference - Conviction - Purchase

2. Means-end theory
If an advertiser uses means such as product attributes, consumer benefits,
leverage points, personal values and execution framework the consumer will
be led to a purchase-end

3. Leverage Points
The feature of an ad that turns the message into a personal value – e.g.
“Pay your TV-licence, it’s the right thing to do” (PSA announcement)
appealing to people who have a high regard for honesty (a personal value)

4. Verbal and visual images

Some messages lean itself to be more effective when visual, while
some appeal to the verbal, cerebral proposition / target audience
Advertising appeals
“Appeal: the quality to make something (a product,
service or brand) or someone attractive”

1. Fear
These ads reinforce the negative effects of not
buying the product or using the service

2. Humour
Humour helps the advertising message cut
through the clutter

3. Sex
Sex sells when used relevantly – e.g. Susan
Boyle in sexy lingerie would not necessarily sell
her CD’s
4. Musical
Deciding between coming up with a catchy jingle or using
existing songs as a backdrop to an ad, will depend on the
objective and cost.
Music is effective because it involves the auditory as well
as verbal attention of the target audience.

5. Rational appeal
Advertisers focussing on a logical persuasion. It involves
reasoning with the target audience.

6. Emotional Appeals
Advertisements playing on a person’s sense of happiness,
anger, family, friendship, etc. to sell the product.
7. Scarcity appeal
“While stocks last”; “Limited edition”; “Never to be
repeated” – all of these attract people because of its sense
of urgency. People do not want to miss out on the latest,
greatest, next-best-thing…and advertisers use this human
behaviour to their advantage.