Assessment 2: ANALYSIS & PLANNING REPORT

Assessment 2: ANALYSIS & PLANNING REPORT (Part 2 – Campaign Planning Brief – 15%)
Part 2:
Campaign Planning Brief
(CPB) 15%
5-8 pages
Font size must not be
smaller than 10
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Campaign Planning Brief
TABLE OF CONTENTS
Marketing Objectives *
Communications Objectives
Target Customer Description/Profile
Barriers to Purchase
Important and Unique Benefit Claims
Customer Motivations
Principal Competition/Competitive Offers
Current and Desired Perceptions *
Creative Strategies and Tactics
The Customer Promise *
Tone and Manner *
Media Plan
Other Marketing Communications’ Activities
Budget and Timing *
Response and Monitoring Measures
Mandatories *
*These elements of the Campaign Planning Brief would be around 1-4 sentences each.
Other unstarred elements would be 1-3 short paragraphs each.
The entire campaign planning brief should typically be 5-8 pages.
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Campaign Planning Brief
**You are preparing a fictitious plan for launching your product (brand) in the undergrad uni
student market. You need to identify the launch period. Is it one month? one semester?
etc.
BEFORE THE SECTION ON MARKETING OBJECTIVES, Write an introductory
paragraph mentioning the brand and briefly describing the product. Also, specify the
launch period, i.e. duration of the campaign. Then after setting the stage, i.e., the
introduction, you can address the elements of the campaign planning brief.
• Marketing Objectives
To achieve sales of x bottles of Pantene Pro V shampoo by the end of the launch
period….something along these lines could be written. No need to do extensive research.
• Communications Objectives
remember to include in this section, the communication objective(s) for the print ad
that you have identified at the end of the TARGET MARKET RESEARCH REPORT. In
addition to this print ad communication objective, you are expected to have at least
one other type of communication objective for the campaign chosen from the
following types of communication objectives. So, besides brand name and/or brand
attribute awareness which are the communication objectives you have from your Target
Market Research Report, you must also choose at least one more from the following:
category need, brand attitude, purchase intention, purchase facilitation/drive action:
To create awareness of the brand name Pantene Pro V…… (whatever you wrote at the
end of the Target Market Research Report)
To create awareness of the brand attribute…… (whatever you wrote at the end of the
Target Market Research Report, i.e., if you also had creating brand attribute awareness as
a communication objective)
PLUS AT LEAST ONE MORE FROM: category need, brand attitude, purchase
intention, purchase facilitation/drive action. Examples are:
To sell the need for the category of shampoo (although you wouldn’t really choose this as
the need for shampoo does not have to be sold in the Australian market at least)
To create a favourable brand attitude towards Pantene Pro V, specifically, low involvement
–informational brand attitude etc
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Campaign Planning Brief
1. Category Need (mentioned in the campaign planning brief page 3 of 12) – Objectives
could be one of the following:
Sell the need for the category.
Remind the need for the category.
Omit the need for the category.
Most brands these days are not selling the need for a well-established category. However,
if there is a new category, it must be sold. Maybe a musical microwave? You would
typically have to sell the need for this product.
Typically, brands of products that are infrequently purchased, remind consumers of the
need for the product
2. Brand Awareness – Objectives could be one OR more of the following and will depend
on the target audience(s):
Create brand awareness (this objective might be appropriate for new consumers who are
unaware of the brand).
Maintain brand awareness (e.g., this objective might be appropriate for existing customers
who might have used the branded product more than once, such as brand loyals and
brand switchers).
Increase brand awareness (e.g., this objective might be appropriate for customers who
might have tried the branded product once such as someone who is now loyal to another
brand or even if someone has tried your product many times, you might have to increase
brand awareness if you have not advertised for a long time and competition has increased
since your last advertising effort/campaign.)
There are two types of brand awareness: Recall and Recognition.
So, when stating brand awareness as a communication objective, you will need to specify
the type of brand awareness (is it Recall? Recognition? Or both?).
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Campaign Planning Brief
3. Brand Attitude – Objectives could be one OR more of the following and will depend on
the target audience(s) –
Create brand attitude.
Maintain brand attitude.
Increase brand attitude.
Change brand attitude (i.e., if you are trying to change consumer perceptions about your
brand).
When stating brand attitude objectives, you will also need to specify the type(s) of brand
attitude. See discussion below regarding the four types of brand attitude:
In this section, we will discuss 4 types of brand attitude which is reflected in the R&P grid
(see R&P article i.e. Rossiter Percy Donovan article titled, “A Better Advertising Planning
Grid” for more information if necessary).
The four types of brand attitude are based on the four quadrants formed by the R&P
grid (see R&P article), and are labelled:
Low involvement – Informational brand attitude (LI-I)
Low involvement – Transformational brand attitude (LI-T)
High involvement – Informational brand attitude (HI-I)
High Involvement – Transformational brand attitude (HI-T)
The concept of Involvement refers to Risk, which is discussed ahead under Barriers to
Purchase .
The concepts of Informational (motivation) and Transformational (motivation) are
also discussed ahead under Customer Motivations .
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Campaign Planning Brief
4. Purchase Intention – Objective could be:
Stimulate purchase intention.
This is an objective only if you are offering a sales promotion (e.g., discount, free gift with
purchase, buy one get one free) or
you are wanting the target to ‘try’ your product (e.g. try it for yourself and see, or why don’t
you take it for a test drive – in the case of a car) or
you are creating a sense of urgency and hence stimulating purchase (e.g., for a limited
time period only).
NOTE: Not all ads have this as an objective, i.e., purchase intention is not always
stimulated.
5. Purchase facilitation –
Objective could be: Facilitate purchase.
When an advertiser mentions a phone number, web address (ie URL), retail outlets from
where the product can be purchased, etc., it is enabling the consumer to purchase the
product. This is especially useful if the product is not available everywhere.
NOTE: Not all ads have this as an objective, i.e., purchase facilitation is not always
stimulated.
OR Objective could be:
Drive Action – Objective for social media: Likes, Retweets, Shares, etc
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Campaign Planning Brief
• Target Customer Description/Profile
Most importantly, can we define customers in terms of their brand loyalty? i.e.,
* New Category Users
* Brand Loyals
* Brand Switchers
* Other Brand Loyals
NOTES – MAKE SURE YOU DESCRIBE THE TARGET IN TERMS OF
DEMOGRAPHICS, PSYCHOGRAPHICS etc and ALSO in terms of Brand Loyalty, i.e
BEHAVIOUR.
*A new category user (i.e. a non-category user) would be someone who has typically
NEVER used the product (i.e., good or service). Many of you would be new (i.e. non-)
category users for insurance products like Income Protection Insurance ,
*A brand loyal consumer might be a single brand loyal (SBL) such as someone who
always drinks Coke, never Pepsi. Some brand loyal consumers might be multibrand loyals
(MBL) such as those who are loyal to two frequent flyer programs such as oneworld and
Star Alliance.
*Brand Switchers (BS) are not loyal to any brand and unlike BLs they are not attitudinally
committed to any brand. They are easily influenced by price and other promotions offered
by competitor brands.
*Other Brand Loyals (OBLs) are those who are always loyal to a competitor brand, and not
your brand. So, loyal Pepsi drinkers would be classified as OBLs by the Coca-Cola
Company.
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Campaign Planning Brief
• Barriers to Purchase
The barriers to purchase may be identified by considering the risk(s) involved in the
purchase decision, using the concept of high versus low involvement, as expressed in the
Rossiter and Percy Grid (refer to R & P article, i.e. Rossiter Percy Donovan article, “A
Better Advertising Planning Grid”).
NOTE – The R&P article suggests that there are low risk and high risk products, i.e., low
involvement and high involvement products. This concept of low and high involvement will
depend on the target audience. For most consumers, shampoo would be a low
involvement purchase/product but there might be some consumers who perceive it as a
high involvement product (e.g. consumers with thinning hair?).
In identifying the barriers to purchase, you are identifying the potential risks that
consumers might perceive in buying/ using a product.
Types of Risks (which could be labelled as Barriers to Purchase) include one or more of
the following:
– Economic or Financial Risk – cost in terms of money ($), time?
– Physical Risk – the perception by consumers (even though it might be incorrect ) that
a product will harm them.
– Performance Risk – the perception by consumers that the product will not be of a
good quality and hence not perform well.
– Psychological Risk – the perception by consumers that a product will be at odds with
how they see themselves, i.e., their self-concept.
– Social Risk – the perception by consumers that they might be ridiculed or looked
down upon or excluded by their reference/social groups if they purchased/used a
particular product.
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Campaign Planning Brief
• Important and Unique Benefit Claims
The differential benefits (derived from product features) should be identified at this stage
and translated into a positioning statement, relevant to each target market.
NOTE – FOR ADVERTISING RESEARCH, see separate handout which illustrates the
difference between ‘Important and Unique Benefit Claims’ and ‘The Customer Promise’
(the latter, i.e. TCP, is another component of this campaign planning brief – see page 11).
Note that in this separate handout (taken from another subject that I teach ), the product
was a fictitious one. It was a shampoo that helps to stimulate the mind. The handout
shows the difference between Important and Unique Benefit Claims and The Customer
Promise.
• Customer Motivations ***Pick one motivation
It is important to know something of the customer motivations at this stage. We can use
the concepts of Informational motivations (there are five) and Transformational motivations
(there are three) as outlined in the R & P grid to help us here (refer to R & P article “A
Better Advertising Planning Grid”).
NOTE – According to R&P there are 5 Informational Motivations (i.e., you are motivated to
remove something negative from your life):
1. PROBLEM REMOVAL – e.g., Listerine (problem – bad breath, solution – Listerine
mouthwash.
2. PROBLEM AVOIDANCE – e.g. NRMA Car Insurance (avoid paying huge sums of
money if your car gets totalled in a road accident; take out NRMA car insurance to
avoid that problem should it occur in the future).
3. INCOMPLETE SATISFACTION – many NEW and IMPROVED products might use
this. A consumer might be using a particular brand of dishwashing liquid that cleans
the dishes well but is damaging to her skin/hands. So, she is not completely satisfied
with it.
4. MIXED APPROACH-AVOIDANCE – Ice cream. You APPROACH it because you like
the taste. You might AVOID it because you dislike the fat content.
5. NORMAL DEPLETION – if you run out of a product, you might get annoyed. E.g., Milk
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Campaign Planning Brief
According to R&P there are 3 Transformational Motivations (i.e., you are motivated to add
something positive to your life):
6. SENSORY GRATIFICATION -. E.g. chocolate for the taste of it, perfume for the smell of
it, etc
7. INTELLECTUAL STIMULATION – products that might be consumed in order to
stimulate the intellect (e.g. a good book/puzzle, computer game?, Rubik’s cube)
8. SOCIAL APPROVAL – E.g., A particular brand of car or a particular brand of
clothing/fashion item might often be bought to get social approval and not merely to
provide a means of transport or to protect the body, respectively,
• Principal Competition/Competitive Offers
Competitive positionings must be known to avoid saying the same thing about your
brand/product as is being said by your competitor.
NOTE – FOR ADVERTISING RESEARCH – you could name the direct and/or indirect
competitors here, and if known, their positioning statements (sometimes reflected in their
tag lines – Ultimate Driving Machine, The burgers are better at Hungry Jack’s, etc.),
recommended retail price (RRP) etc.
• Current and Desired Perceptions **Perceptual STATEMENTS (not words) in the target audience’s
language must be provided. **Eg. Current perception: “What is this product? Never heard of it.” Desired
perception: “This shampoo is awesome, mate.”
For each target group (if there is more than one), it is appropriate to provide a statement in
their language (e.g., “this product is so cool”, “this is the first time I have found something
totally awesome in this category”, etc.) describing what they feel/believe about the brand/
product NOW, and what you want them to feel/believe about the brand/product AFTER
your campaign has had its effect.
• Creative Strategies and Tactics
NOTE- FOR ADVERTISING RESEARCH, you could briefly describe/explain the print ad
you will be creating and then state “see Appendix __ for print ad”. Make sure you attach a
screenshot of your print ad in the appendix. Attach a screenshot because your original
print ad will be included in your Ad Development and Pretesting Report .
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Campaign Planning Brief
• The Customer Promise **If Important and Unique Benefit Claims (IAUBC) on page 9 was about all
the benefits of your product, the customer promise refers to which single benefit or set of benefits
from all those listed or described under IAUBC will be the focus of this launch campaign aimed at
undergrad uni students.
This is a statement of the specific benefits and “goodies” the target group/s receive if they
respond to the communications (for instance, advertising and/or promotional) campaign.
NOTE – FOR ADVERTISING RESEARCH, see separate handout which illustrates the
difference between ‘Important and Unique Benefit Claims’ and ‘The Customer Promise’
(the former, i.e., IAUBC is another component of this campaign planning brief – see page
9). Note that in this separate handout (taken from another subject that I teach ), the
product was a fictitious one. It was a shampoo that helps to stimulate the mind. The
handout illustrates the difference between ‘Important and Unique Benefit Claims’ and ‘The
Customer Promise’ for the shampoo named ‘B Sharp’.
• Tone and Manner
Statements and words describing the feeling (and look) you want the
advertising/promotion to have.
For example, you could state the following but make it appropriate for your product:
The tone of this campaign will be conservative and scientific and communicated in a straightforward but
compelling manner.
The tone of this campaign will be humourous and feminine and communicated in a light-hearted manner.
• Media Plan
FOR ADVERTISING RESEARCH – This section can be ignored
• Other Marketing Communications’ Activities
What are the other marketing communications’ activities (e.g., public relations, direct
marketing, etc.) that will complement your advertising and/or promotional campaign? All
campaign components need to be integrated!!
**For OMCA:Here you need to provide details of say, a competition that you might run (eg name of competition,
prizes – what does first prize get, what is the hashtag for entering a competition if it is run in social media, etc.,
will you offer discounts when launching this in the undergrad uni student market, if so, what type of discount,
etc.). This section requires details. details. details.
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Campaign Planning Brief
• Budget and Timing **Ignore BUDGET for the purpose of this assignment but talk
about Timing, ie the start and end dates of this LAUNCH campaign
SPECIFY THE START AND END DATES OF THIS CAMPAIGN.
• Response and Monitoring Measures **How will you evaluate/measure (a) the
achievement of your communication objectives? Answer: Surveys- brand recall will be
measured; (b) the success of your OTHER MARKETING COMMUNICATIONS’
ACTIVITIES (see previous page) Answer: Examples -. no. of entries to the
competition, or no. of vouchers redeemed if you are offering vouchers as part of your
other marketing communications’ activities.
A vital question to ask/agree on is:
“How will you know that your advertising is achieving the objectives set?’ The answer lies
in using various methods (pre- and post-campaign, either formal or informal) to gauge the
reaction/s of the target group/s and compare these reaction/s to those desired.
NOTE – FOR ADVERTISING RESEARCH – You could state how you will monitor whether
or not your communication objectives and marketing objectives are being met as well as
how you will gauge the effectiveness of your other marketing communications’ activities
(e.g., if coupons are used, then the no. of consumers who redeem /use the coupons will be
a measure of the effectiveness of coupons etc).
– For your communication objectives, you will be testing for awareness or attitude or both.
A brief statement describing how you might test this/these objective/s should be included.
• Mandatories
These are often compulsory inclusions or considerations (e.g., legal requirements, cultural
considerations, etc.) for a brand/product or campaign, and these need to be included in the
campaign planning brief.
NOTE – FOR ADVERTISING RESEARCH – If there are no mandatories, you could simply
state, “None”. However, just to illustrate, an example would be: Must mention that Twisties
are available in three different pack sizes.
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UTS CRICOS 00099F
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