Advertising planning process in marketing,free online presentation tools,free software like photoshop for mac - PDF Books

Advertisement design involves running an integrated ad campaign to reach achieve your present business goal.
Identify your advertising goals,  create relevant keywords and ads for each of these goals. Set up the AdWords conversion tracking tool and reporting tools to analyze the performance of your ads. With one Google AdWords media buy, you can single-handedly accomplish what used to take a whole team of media planners. The purpose of having Ad A and Ad B is to split test the effectiveness of each ad so that you test each ads effectiveness to improve your results by eliminating or improving the poorly performing ad. Your destination URL must link to a working website and cannot link to an email address or a file. A new feature recently made available.Each word preceded by a + has to appear in your potential customer's search exactly or as a close variant. If your keyword is tennis shoes and you add the negative keyword -red, your ad will not appear when a user searches on red tennis shoes.
Remember, no matter which matching options you use, it's important to only use keywords that accurately describe your product or service. Relevant and original content  - Users should be able to easily find what your ad promises. Link to the page on your site that provides the most useful information about the product or service in your ad.
Navigation - Providing a short and easy path for a user to purchase or receive the product or offer in your ad. When ads are good, they connect you to products or services you’re interested in and make it easier to get stuff you want.
AdWords arrived in October 2000 to connect businesses, large and small, with consumers who were rapidly turning their attention online: Google Launches Self-Service Advertising Program.
Consumers have higher expectations than ever because of mobile — they want everything right, and they want everything right away. Email is a big part of our everyday routines as a go-to place for staying in touch with family, friends and colleagues.
Dynamic Search Ads are driving great results for businesses, and, as we announced last month, DSA is now more powerful than ever. Account Planning is almost being on the other side of the table to understand the business of the client well.
Typically, it is the account planners’ job to write the creative and the media brief documents (which will be discussed in a latter section).
Account planners must have the necessary skills and attitude to organize information about the consumer and the brand.
Most account planning departments are also responsible for tracking the advertising campaigns taken up for a brand. In the Indian Advertising industry, you tend to always find the planner having ‘servicing’ executives reporting into them.
In subsequent posts, I will try to add examples from my experiences on each of these functions. The other important component of a strategic plan is an environmental scan, which reveals potential threats of the company as well as strengths.
The other part of strategic planning is strategy implementation, which involves using the company resources to ensure that its objectives are achieved. Note that these stages represent points on a continuum from a purely domestic orientation to a truly global one; companies may fall in between these discrete stages, and different parts of the firm may have characteristics of various stagesa€”for example, the pickup truck division of an auto-manufacturer may be largely domestically focused, while the passenger car division is globally focused.
Socialist law is based on the premise that a€?the government is always righta€? and typically has not developed a sophisticated framework of contracts (you do what the governments tells you to do) or intellectual property protection (royalties are unwarranted since the government ultimately owns everything).A  Former communist countries such as those of Eastern Europe and Russia are trying to advance their legal systems to accommodate issues in a free market. Culture is part of the external influences that impact the consumer.A That is, culture represents influences that are imposed on the consumer by other individuals.
Although Hofstedea€™s original work did not address this, a fifth dimension of long term vs.
Idioms involve a€?figures of speecha€? that may not be used, literally translated, in other languages.A  For example, baseball is a predominantly North and South American sport, so the notion of a€?in the ball parka€? makes sense here, but the term does not carry the same meaning in cultures where the sport is less popular. Space is perceived differently.A  Americans will feel crowded where people from more densely populated countries will be comfortable. The international product life cycle suggests that product adoption and spread in some markets may lag significantly behind those of others. The Japanese Keiretsu Structure.A  In Japan, many firms are part of a keiretsu, or a conglomerate that ties together businesses that can aid each other. Exporting is a relatively low risk strategy in which few investments are made in the new country. Licensing and franchising are also low exposure methods of entrya€”you allow someone else to use your trademarks and accumulated expertise. Contract manufacturing involves having someone else manufacture products while you take on some of the marketing efforts yourself.
On the topic of services, cultural issues may be even more prominent than they are for tangible goods.
Advertisinga€”in or on newspapers, radio, television, billboards, busses, taxis, or the Internet. Humor.A  Although humor is a relatively universal phenomenon, what is considered funny between countries differs greatly, so pre-testing is essential. Explicitness.A  Europeans tend to allow for considerably more explicit advertisements, often with sexual overtones, than Americans. Reference prices are more likely to be more precise for frequently purchased and highly visible products. Marketers often try to influence people's price perceptions through the use of external reference pricesa€”indicators given to the consumer as to how much something should cost.


Transfer pricing involves what one subsidiary will charge another for products or components supplied for use in another country. Antitrust laws are relevant in pricing decisions, and anti-dumping regulations are especially noteworthy. Psychological issues: Most pricing research has been done on North Americans, and this raises serious problems of generalizability.
Nielsen measures more than half of the world’s total broadcast, print and online advertising.
We provide advertisers, agencies and media owners with a picture of the competitive landscape by measuring who advertised, on which medium, how much was spent by campaign, how many ads and ad formats.
Our advertising information service uses spot monitoring methodology to estimate advertising expenditure across the key media. Advertisers and agencies use our advertising tracking and analysis tool to gain actionable insights into ad spend and placement to inform the strategic media planning process. Based on the objective, a reasonable budget is calculated on which the media plan is formulated. AdWords ads can appear virtually anywhere online worldwide, yet remain targeted and relevant. Lets say we’re in the shoe retailing business but it could be any type of business that has products or services to promote.
This includes an image, audio, video, or document file that requires an additional program or application to open or run. When you include keyword phrases such as tennis shoes in your keyword list, your ads will appear when users search for tennis shoes and shoes, in any order and possibly along with other search terms like: new tennis shoes, mens tennis shoes etc.
Negative keywords are especially useful if your account contains lots of broad-matched keywords.
For instance, direct users to the page where they can buy the advertised product, rather than to a page with a description of several products.
With a lot of research and constant discussion with the client Marketing teams, planners help strategize for the brand from within the agency.
The brief must contain the marketing and advertising objective, the proposed media used, the key consumer insight, key pointers from any research undertaken and finally the take-away that the communication should leave the consumer with. The data can be derived from primary or secondary research, discussions with the client etc. The tracking of a campaign’s performance is by employing follow-up research with consumers and coordinate tweaking of the creative message (if necessary). The concepts of marketing, branding, research and case studies learnt during the B-school days get to be used here. Today, with the innovations in media including Outdoor and digital media and the convergence of different media vehicles, it is important that the above process is followed for media planning as well.
A strategic plan includes having a mission statement that describes the vision of the company. Strategic formulation is another important part of planning strategically which seeks to enable the company to attain much needed profits and to be superior to its competitors. Although a global focus is generally appropriate for most large firms, note that it may not be ideal for all companies to pursue the global stage. Firms often have to make a tradeoff between adapting their products to the unique demands of a country market or gaining benefits of standardization such as cost savings and the maintenance of a consistent global brand image.
With rare exceptions, products just dona€™t emerge in foreign markets overnighta€”a firm has to build up a market over time. A drawback is that, because the firm makes few if any marketing investments in the new country, market share may be below potential. The firm gains more knowledge about the local market and maintains greater control, but now has a huge investment.
Another way candy manufacturers have effectively increased prices is through a reduction in quality.
In the old days, most software manufacturers provided free support for their programsa€”it used to be possible to call the WordPerfect Corporation on an 800 number to get free help. Consumers often develop internal reference prices, or expectations about what something should cost, based mostly on their experience. Therefore, retailers very often promote soft drinks, since consumers tend to have a good idea of prices and these products are quite visible.
While marketers may choose to introduce a product at a low price in order to induce trial, which is useful in a new market where the penetration of a product is low, this may have serious repercussions as consumers may develop a low reference price and may thus resist paying higher prices in the future. In some cultures, particularly where retail stores are smaller and the buyer has the opportunity to interact with the owner, bargaining may be more common, and it may thus be more difficult for the manufacturer to influence retail level pricing.
When a product is exported, price escalation, whereby the product dramatically increases in price in the export market, is likely to take place. Firms will often try to charge high prices to subsidiaries in countries with high taxes so that the income earned there will be minimized.
In general, it is illegal to sell a product below your cost of production, which may make a penetration pricing entry strategy infeasible.
Buyers in some countries do not have ready access to convertible currency, and governments will often try limit firmsa€™ ability to spend money abroad.
Americans are used to sales, for example, while consumers in countries where goods are more scarce may attribute a sale to low quality rather than a desire to gain market share. Broadcasters and publishers can get a clear gauge of station and title performance, agency and advertiser deals and industry movements.
A Creative concept is finalized, which is then transformed into various artworks deployed through various mediums in specific time intervals for specified time duration which will help your business reach its goal.
If you are interested in targeting these two media categories, it's clear AdWords is right for you.
And because you can view, monitor, measure, and edit AdWords campaigns, you can enjoy unprecedented levels of control over your advertising spending and reach.


Google require your destination URL to link to an actual web page with content relevant to your ad. All media agencies have ‘planning’ divisions which help in identifying the correct vehicles and the frequency to achieve the advertising and marketing objectives. With the guidance if the vision the company states its objectives as part of strategic planning process. The last part of strategic planning is evaluation since for a plan to be successful it has to be monitored.
One significant reason is technologicala€”because of improved transportation and communication opportunities today, trade is now more practical. For example, manufacturers of ice cubes may do well as domestic, or even locally centered, firms. Department of Commerce and available through the Gelman Library (you can access it through the a€?Linksa€? section of my web-site), contains a great deal of statistical information online.A  Excellent full text searchable indices to periodicals include Lexis-Nexis and RDS Business and Industry, also available through Gelman. That is, members should respond in similar ways to various treatments (such as discounts or high service) so that common campaigns can be aimed at segment members, but in order to justify a different treatment of other segments, their members should have their own unique response behavior. At the macro level, countries are seen as segments, given that country aggregate characteristics and statistics tend to differ significantly. Further, the firm, by not operating in the country, learns less about the market (What do consumers really want?
Problems here involve the fact that you are training a potential competitor and that you have little control over how the business is operated. In some countries, the government may expropriate assets without compensation, so direct investment entails an additional risk. Nowadays, you either have to call a 900 number or have a credit card handy to get help from many software makers. Most drivers with long commutes develop a good feeling of what gasoline should cost, and can tell a bargain or a ripoff. The trick, then, is to be more expensive on products where price expectations are muddier. This usually occurs because a longer distribution chain is necessary and because smaller quantities sold through this route will usually not allow for economies of scale. Japan has actively lobbied the World Trade Organization (WTO) to relax its regulations, which generally require firms to price no lower than their average fully absorbed cost (which incorporates both variable and fixed costs). There is some evidence that perceived price quality relationships are quite high in Britain and Japan (thus, discount stores have had difficulty there), while in developing countries, there is less trust in the market.
Hence, on-the-feet thinking, quick response time etc, are key requirements of a professional playing this role. Thus, consumers and businesses now have access to the very best products from many different countries. For example, there will only be a large market for expensive pharmaceuticals in countries with certain income levels, and entry opportunities into infant clothing will be significantly greater in countries with large and growing birthrates (in countries with smaller birthrates or stable to declining birthrates, entrenched competitors will fight hard to keep the market share). Two approaches exist, and their use often parallels the firma€™s stage of international involvement. For example, American fast food restaurants have found that foreign franchisers often fail to maintain American standards of cleanliness.
A variation involves a joint venture, where a local firm puts up some of the money and knowledge about the local market. It is frequently tempting for foreign licensees of a major brand name to use inferior ingredients. Cultural differences may influence the extent of effort put into evaluating deals (potentially impacting the effectiveness of odd-even pricing and promotion signaling).
Though this job may sound ‘research intensive’, one would tend to encounter a lot of thinking and finding solutions the creative way. Increasingly rapid technology lifecycles also increases the competition among countries as to who can produce the newest in technology. Similarly, a foreign manufacturer may use lower quality ingredients in manufacturing a brand based on premium contents in the home country. An offset contract is somewhat more flexible in that the buyer can get paid but instead has to buy, or cause others to buy, products for a certain value within a specified period of time. First, to be convinced about the message, the take-away from the creative piece arrived at. In part to accommodate these realities, countries in the last several decades have taken increasing steps to promote global trade through agreements such as the General Treaty on Trade and Tariffs, and trade organizations such as the World Trade Organization (WTO), North American Free Trade Agreement (NAFTA), and the European Union (EU). In the international stage, as certain country markets begin to appear especially attractive with more foreign orders originating there, the firm may go into countries on an ad hoc basisa€”that is, each country may be entered sequentially, but with relatively little learning and marketing efforts being shared across countries.
In contrast, intermarket segmentation involves the detection of segments that exist across borders. And second, to be in a position to convince the client about the creative produced by the agency. Finally, in the global stage, the focus centers on the entire World market, with decisions made optimize the producta€™s position across marketsa€”the home country is no longer the center of the product. Note that not all segments that exist in one country will exist in another and that the sizes of the segments may differ significantly. For example, there is a huge small car segment in Europe, while it is considerably smaller in the U.S.



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