The importance of advertising planning
Posted: Mon Dec 09, 2024 9:02 am
Professor of the Media Advertising course at the University of the Pacific. Marketing and advertising consultant.
In the changing times we are living in, market segments are evolving more quickly. We are no longer talking about young adults but millennials, we are no longer talking about older adults but baby boomers. The curious thing is that these market segments are beginning to bc data thailand fragment as they are determined by lifestyles. In this sense, it is increasingly important to review our brand and try to define where we want to go. Let's divide the planning exercise into the following steps:
A situation analysis, which considers the SWOT analysis, seeks to identify those aspects where our brand wins (Strengths), when the competition is better than us (Weaknesses), and then investigate what opportunities we can take advantage of and the possible threats we will face. In very competitive categories, almost all brands offer the same attributes; therefore, we must concentrate on exploiting the opportunities that our strengths can take advantage of. Obviously, if there are important threats that endanger my market position, we should give them priority. Clorox identified that it could increase the consumption of its bleach by educating consumers regarding the use of the product for cleaning floors in the kitchen and bathrooms. In addition, this contributed to expanding its line, developing
antibacterial gel, cloths, and other products.
Understanding my consumer . We all talk about our target group and how to try to identify it as best as possible. If segments are fragmenting, I have to think that it will be difficult to satisfy needs with just one product version. Therefore, I have to conceive that I will have different insights related to the different behaviors and aspirations of consumers. Hence the importance that companies give to creating line extensions and/or brand portfolios. Let's look at the number of line extensions that a single brand offers today, from smartphones to noodles, from beer brands to university courses, from chocolates to ice creams. Each product is aimed at a segment whose need has been identified.
Define marketing objectives . How much do I want to grow? What market segment am I targeting? What product strategy am I going to employ? The more clearly I can define it, the more possible it will be to define my advertising strategy. Coca-Cola is seeking to stop its decline in sales worldwide. As the growing trend of consuming healthy and sugar-free drinks was the main threat, the product strategy needed to be adapted. Coca-Cola’s recent “feel the taste” campaign seeks to unify the message under the same umbrella for the Red and Zero versions; it is the response to a situation in the environment where the objective is to seek to reverse the downward trend in sales.
Establish my market positioning . Without losing my brand essence, I must think about where I want to position myself in the market, how I make myself different and relevant. Brands have evolved over time, because environmental factors have changed, and consumers have adapted. One brand that has not evolved over time is Volvo, whose “safety” positioning is no longer relevant: today car brands seek to distinguish themselves through technology, design and efficiency.
How to impact my target group. All the effort of analysis and strategic decisions would be pointless if I cannot place my messages in the appropriate media. To do this, it is necessary to understand the daily media consumption of my target group, from the moment they wake up until they are at home, in bed, before going to sleep. In this way, I can plan the need to have a media mix that helps me show the message when my consumer is most disposed. In the recent Super Bowl, the Tide detergent campaign had a significant impact. The Saatchi & Saatchi agency used the opinion leader format: on one side, Terry Bradshaw, former NFL player, current sports commentator for the FOX network, and on the other, Jeffrey Tambor, award-winning American actor. The campaign begins with intriguing commercials, prior to the event, where the actor takes his shirt to a laundromat, with truly unexpected results. The spot concludes by indicating that Tide's news will be revealed during the Super Bowl. Well, during halftime of the sporting event, Bradshaw appears live on air with a stained shirt; the actor then begins a frantic search for the actor to fix the stain on his shirt. The folks at P&G had to go through “dozens of storyboards” to find the winning piece. The result was a relevant message, taking advantage of a famous and highly-rated event, which resulted in a great deal of consumer interaction on social media.
In the changing times we are living in, market segments are evolving more quickly. We are no longer talking about young adults but millennials, we are no longer talking about older adults but baby boomers. The curious thing is that these market segments are beginning to bc data thailand fragment as they are determined by lifestyles. In this sense, it is increasingly important to review our brand and try to define where we want to go. Let's divide the planning exercise into the following steps:
A situation analysis, which considers the SWOT analysis, seeks to identify those aspects where our brand wins (Strengths), when the competition is better than us (Weaknesses), and then investigate what opportunities we can take advantage of and the possible threats we will face. In very competitive categories, almost all brands offer the same attributes; therefore, we must concentrate on exploiting the opportunities that our strengths can take advantage of. Obviously, if there are important threats that endanger my market position, we should give them priority. Clorox identified that it could increase the consumption of its bleach by educating consumers regarding the use of the product for cleaning floors in the kitchen and bathrooms. In addition, this contributed to expanding its line, developing
antibacterial gel, cloths, and other products.
Understanding my consumer . We all talk about our target group and how to try to identify it as best as possible. If segments are fragmenting, I have to think that it will be difficult to satisfy needs with just one product version. Therefore, I have to conceive that I will have different insights related to the different behaviors and aspirations of consumers. Hence the importance that companies give to creating line extensions and/or brand portfolios. Let's look at the number of line extensions that a single brand offers today, from smartphones to noodles, from beer brands to university courses, from chocolates to ice creams. Each product is aimed at a segment whose need has been identified.
Define marketing objectives . How much do I want to grow? What market segment am I targeting? What product strategy am I going to employ? The more clearly I can define it, the more possible it will be to define my advertising strategy. Coca-Cola is seeking to stop its decline in sales worldwide. As the growing trend of consuming healthy and sugar-free drinks was the main threat, the product strategy needed to be adapted. Coca-Cola’s recent “feel the taste” campaign seeks to unify the message under the same umbrella for the Red and Zero versions; it is the response to a situation in the environment where the objective is to seek to reverse the downward trend in sales.
Establish my market positioning . Without losing my brand essence, I must think about where I want to position myself in the market, how I make myself different and relevant. Brands have evolved over time, because environmental factors have changed, and consumers have adapted. One brand that has not evolved over time is Volvo, whose “safety” positioning is no longer relevant: today car brands seek to distinguish themselves through technology, design and efficiency.
How to impact my target group. All the effort of analysis and strategic decisions would be pointless if I cannot place my messages in the appropriate media. To do this, it is necessary to understand the daily media consumption of my target group, from the moment they wake up until they are at home, in bed, before going to sleep. In this way, I can plan the need to have a media mix that helps me show the message when my consumer is most disposed. In the recent Super Bowl, the Tide detergent campaign had a significant impact. The Saatchi & Saatchi agency used the opinion leader format: on one side, Terry Bradshaw, former NFL player, current sports commentator for the FOX network, and on the other, Jeffrey Tambor, award-winning American actor. The campaign begins with intriguing commercials, prior to the event, where the actor takes his shirt to a laundromat, with truly unexpected results. The spot concludes by indicating that Tide's news will be revealed during the Super Bowl. Well, during halftime of the sporting event, Bradshaw appears live on air with a stained shirt; the actor then begins a frantic search for the actor to fix the stain on his shirt. The folks at P&G had to go through “dozens of storyboards” to find the winning piece. The result was a relevant message, taking advantage of a famous and highly-rated event, which resulted in a great deal of consumer interaction on social media.