Advertising Campaign Planning: Developing an Advertising-Based Marketing Plan,9781887229067

Advertising Campaign Planning: Developing an Advertising-Based Marketing Plan

by
Edition: 3rd
ISBN13: 9781887229067
ISBN10: 188722906X
Format: Paperback
Pub. Date: 2000-01-01
Publisher(s): Taylor & Francis
List Price: $32.75

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Table of Contents

Foreword 10(1)
Author's Notes 11(5)
Things to Know Before You Start:
Planning Point 1. Target Audience
16(3)
Entrepreneurs
Students
Planning Point 2. Working Procedures
19(11)
Agency Organization
Record Keeping
Financial Considerations
Responsibilities
Planning Point 3. Writing Style
30(6)
Planning Point 4. Computer Considerations
36
Planning Point 5. Campaign Outline
32(10)
The Marketing Planning Document:
Situation Analysis
42(61)
Current Users
Geographical Emphasis
Seasonality
Purchase Cycle
Creative Requirements
Competitive Sales
Competitive Media Spending
MRI/SMRB
61(35)
Information Sources
96(7)
Research
103(21)
Objectives
Strategies
Methodology
Summary of Findings
Interviewing
118(3)
The Questionnaire
121(3)
Problems & Opportunities
124(6)
Marketing Objective
130(8)
Number
Rationale
Marketing Flow Chart
134(4)
Budget
138(7)
Marketing Strategy
145(23)
Promotion
Advertising
Creative
Media
Production
Sales Promotion
Consumer
Trade
Public Relations
Direct Marketing
Direct Response Media
Telemarketing
Event Marketing
Consumer Events
Trade Events
Miscellaneous
Personal Selling
Packaging
Merchandsing
Promotional Products
Product
Pricing
Distribution (Place)
People
Rationale
MarCom & Idea-Drven IMC
162(6)
Advertising Creative
168(22)
Target Audience
Objective
Strategy
To Convince
To Use
Instead of
Because
Support
Consideration
Tone
Rationale
Tactics
Creative Platform
181(3)
Ideas & Ideation
184(6)
Advertising Media
190(30)
Objectives
Target Audience
Geography
Seasonality
Continuity, Flighting, etc.
Creative Constraints
Reach vs. Frequency
Strategies
Media Mix and Types
Media Format or Classes
Geographic Use
Seasonal Use
Flighting vs. Continuity
Rationale
Support of Strategy
Support of Delivery and Efficiency
Tactics
Media Vehicles
Reach/Frequency/GRP Summary
Cost Summary
Flow Chart
Sales to Advertising Comparison
History
DMA by BDI
Competitive Media & Sales Review
Target Group/User Analysis
Detail on Media/Medium Planned (Decision Grid)
CPM
Reach
Circulation
Cost/Discounts
Editorial Content
Buying
Constraints
Rationale
Geographic Allocation of Media Dollars
210(5)
Seasonal Allocation of Media Dollars
215(5)
Sales Promotion
220(6)
Consumer Promotion
Current Situation
Objectives
Strategies
Rationale
Tactics (Events)
Payout
Trade Promotion
The Rise of the Retailer
``Slotting Allowance''
Motivation
MarCom
226(7)
Public Relations
Current Situation
Objectives
Publics
Strategies
Rationale
Direct Marketing
Current Situation
Objectives
Rationale
Event Marketing
Current Situation
Objectives
Rationale
Miscellaneous
Evaluation (Research)
233(5)
Current Situation
Objective
Strategy
Tactics (Methodology)
Test Marketing
238(19)
Objective
Strategies
Tactics (Methodology)
Rationale
Evaluation
The Presentation:
Appendix: Speech and Visual Support
245(12)
A. Objective
B. Elements
C. Start Early
D. Write the Presentation
E. Create Slides
F. The Creative Product
G. Rehearse
Next Steps: 257(3)
Notes: 260

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