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46 Cards in this Set

  • Front
  • Back

Advertising Plan

Specifies the thinking task, & timetable needed to conceive & implement an effective advertising effort.

Advertising Plan

Direct Extension of a firm's marketing plan.


Consists of

* Executive summary

* Overview

Executive Summary

* 2 paragraphs to a page in length.

* State the most important aspect of the plan.

* The essence of the plan.


* few pages

* Sets out what is to be covered.

* It Structures the context.

Situation Analysis

Consists of

* Cultural Context

* Historical Context

* Industry Analysis

* Market Analysis

* Competitor Analysis

Situation Analysis

Where the client & the agency lay out the most important factors that define the situation, then explain the importance of each factor.

Situation Analysis

* No Perfect/ Complete list.

* Choosing few important factors that can only relate to your advertising task at hand.

Potential Factors

Example: Demographics, Technology, Social & Cultural, Economic, & Political/ Regulatory.

International Advertising
Reaches across national & cultural boundaries.

Comfort Zone

One's own cultural values, experiences, & knowledge serve as a subconscious guide for decision making & behaviour.


Another term for "subconscious guide", which is known for Ethnocentrism & Self-Reference Criterion


The tendency to view & value things from the perspective of one's own culture.

Self-Reference Criterion (SRC)

The unconscious reference to one's own cultural values, experiences, & knowledge as a basis for decision.

Historical Context
Company's past, big mistakes & big success.

Industrial Analysis

Focuses on developments & trends within the entire industry & on any other factors that may make a difference in how an advertiser proceeds w/ an advertising plan

Industrial Analysis

Enumerate & discuss the most important aspects of a given industry.

Industrial Analysis

Equates the supply side of the equation.

Market Analysis

* Complements the industry analysis, emphasizing the demand side of the equation.

*Advertisers examines the factors that drive & determine the market for the firm's product or service.

*Commonly begins by stating just who the current users are, & why they are current users.

Competitor Analysis

Advertiser determines just exactly who the competitors are, discussing their strength, weaknesses, tendencies & any threats they pose.

Advertiser's Objective

1. To increase consumer awareness of the curiosity about its brand.

2. to change consumer's beliefs or attitude about its product.

3. to influence the purchase intent of its customer.

4. to stimulate trial use of its product or service.

5. to convert one-time product users into repeat purchasers.

6. to switch consumers from a competing brand to its brand

7. to increase sales.

Brand Awareness

An indicator of consumer knowledge about the existence of the brand & how easily that knowledge can be retrieved from memory.

Top-of-the-Mind Awareness

Represented by the brand listed first.

Purchase Intent

Determined by asking consumers whether they intend to buy a product or service in the near future.

Trial Usage

Reflects actual behavior & is commonly used as an advertising objective.

Repeat Purchase

Aimed at the percentage of consumers who try a new product & then purchase it a second time.

Brand Switching

A second purchase of a new product after trying it for the first time.


Consists of

* Methods

* Amount

* Justification

Percentage-of-sales approach

Calculates the advertising budget based on the percentage of the prior year's sales or the projected year's sale.

Share of Voice

Advertising presence in the market, that is equal to or greater than the competitors' share of advertising voice.

Advertising Response Function

A mathematical relationship that associates dollars spent on ad & sales generated.

Objective & Task

Discusses the issue of fundamental deficiency: a lack of specification of how expenditures are related to advertising goals.

Objective-&-Task Approach

This method begins with the stated objectives for an advertising effort.

Build-up Analysis

Building up the expenditures


The advertiser must identify the geographic exposure the advertising is to achieve.


The advertisement must determine the number of exposures required to accomplish desired objectives.

Time Frame

The advertiser must estimate when communication will occur during what period of time.

Production Cost

The decision maker can rely on creative personnel & producers to estimate the cost.


represents the mechanism by which something is to be done.


* the making & placing of ads across all media.

* Two elements: Copy strategy & media plan

Copy strategy

* Consists of copy objectives* methods, or tactics.

* State what the advertiser intends to accomplish

Media Plan

Specifies exactly where ads will be placed and what strategy is behind their placement.


Consists of:

* Clear & concise articulation of how the plan will achieve its objectives.


Consists of:

* Copy Strategy

* Media plan



Consists of:

* Criteria

* Methods

* Consequences & contingencies

Role of Agency

*Marketing Plan

*Value Proposition