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Marketing Communications – Objective Phrases of Rhino Shield Crash Guard

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
Holmes Institute, 2007 3
Advertising Plan Components
Situation Analysis
Holmes Institute, 2007 4
Advertising Plan Components
•Executive summary
•Historical context
•Industry analysis
•Market analysis
•Competitor Analysis
HK3052 Marketing Communications
Holmes Institute, 2006 2
Holmes Institute, 2007 5
Advertising Plan Components
•Quantitative benchmarks
•Measurement methods
•Criteria for success
•Time frame
Holmes Institute, 2007 6
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.
Holmes Institute, 2007 7
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
Holmes Institute, 2007 8
•Percentage of sales
•Share of market/voice
•Response models
•Objective and Task
Advertising Plan Components
HK3052 Marketing Communications
Holmes Institute, 2006 3
Holmes Institute, 2007 9
Determine cost
based on build-up
•Production costs
•Ancillary costs
•Other promotion
•Time frame
Compare costs against
industry and corporate
Reconcile and
modify budget
Determine time
Frame for payout
Implementing Objective & Task Budgeting
Holmes Institute, 2007 10
•Brand name recognition?
•Repetition and frequency
•Rhyming games
•Trial Use Stimulation?
•Introductory offers
•Product guarantees
•Brand Switching?
•Value Propositions
•Product comparisons
Advertising Plan Components
Holmes Institute, 2007 11
Advertising Plan Components
•Copy strategy
•Media plan
•Integrated brand promotion
Holmes Institute, 2007 12
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
Holmes Institute, 2006 4
Holmes Institute, 2007 13
Cross-Cultural Audience Research
? Economic conditions (LDC, NIH, HIC)
? Demographic characteristics
? Values
? Custom and ritual
? Product use and preferences
Holmes Institute, 2007 14
Executing Advertising Worldwide
? The Creative Challenge
? The Media Challenge
? The Regulatory Challenge
Holmes Institute, 2007 15
Creative Challenge
? Written and spoken language
? Translation difficulties
? Culture-bound picturing
? Assumptions and inferences
? Identifying cross-cultural icons
Holmes Institute, 2007 16
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
HK3052 Marketing Communications
Holmes Institute, 2006 5
Holmes Institute, 2007 17
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?
Holmes Institute, 2007 18
Regulatory Challenges
? Can you use:
? Ads directed to children?
? Foreign languages in ads?
?National symbols in ads?
? Advertising may be taxed
Holmes Institute, 2007 19
International Agency Options
Global Agency
?Greater integration
? Economies of scale
Local agency
Highly localized
Execution risks
International affiliates
Local market expertise
Cultural adaptation
Holmes Institute, 2007 20
Ad Campaigns: Global versus local
Global Campaigns
Local Campaigns
Message 1 Message 2 Message 3
HK3052 Marketing Communications
Holmes Institute, 2006 6
Holmes Institute, 2007 21
Jack Daniel’s: global campaign?
Holmes Institute, 2007 22
Trends Promoting Global Advertising
? Global communications
? The global teenager
? Universal demographics and lifestyle trends
? Americanization of consumption values

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