| 
Courtesy
of Professor Kent Lancaster
and the Media Research Institute.
Key
information on marketing, advertising, media situation
Key advertising recommendations--target audience,
budget, creative, media
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Marketing
Goals
Current
sales and market share
Sales and market share goals
Consumer
Target Markets (Market Segments)
Why
consumers buy (needs, goals, problems, motivation,
constraints, perceived alternatives, individual
factors, social and cultural factors)
Primary
consumers
Demographic
characteristics
Geographic concentration
Product usage patterns (individual and total)
Purchase habits
Business
Users
Principal
industry categories (type of business)
Size--sales, shipments, assets, number of employees
Purchase decision-making process (who, how)
Distributors
Number
and type of distributors
Amount of product distributed through each type
Potential
Markets
--consumer,
business, distributor groups not currently in market
system
Market
Opinion Leaders
--individuals
who influence target market, but are not themselves
target market members
Non-market
Publics
(Public
Relations audiences)
Internal
publics
--employees,
stockholders
External
publics
--voters,
pressure groups
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Physical
product/service
--unique
factors, competitive differences, problem-solving
attributes, physical makeup, varieties, operation,
manufacturing process, packaging, capacity, output
cost, installation, service, flexibility, warranty,
delivery, credit terms
Proposed
product/service changes
--advantages
and limitations
Perceived
product attributes
Pricing
Selling
price, costs, profit margin
Competitive prices and norms
Price incentives
Discount structure
Distribution
channels
Structure,
volume
Problems and conflicts
Special agreements
Product availability
Promotion
Nature,
relative importance, effectiveness of promotion
elements--personal selling, advertising, sales
promotion, publicity, public relations
Marketing
Resources and Constraints
Capital
resources (dollars, physical plant)
Executive and/or sales force experience, abilities,
attitudes
Special consumer/user loyalties
Distributor loyalty and support
Patents or technology denied competitors
Market
Potential
Market
definition
--products
and areas included
Industry/segment,
competitive and own sales
--size/share
(units or dollars), past and expected growth, segment
size, distribution and growth, seasonal patterns
(percent or index), geographic distribution (percent
or index)
Environmental
Factors
--likely
to affect consumer choice, total market and segment
growth, geographic market location, ability to supply
market
Economic
factors
--level
of economic activity, discretionary income, population,
technological advances, work force composition,
time utilization and leisure
Regulatory
factors
--government
constraints, subsidies, agencies, applicable laws
and policies
Social
and cultural factors
--status,
work, impulsiveness, expression, rationality, intuition,
sex, attire
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Target
Audience(s)
--consumers,
users, distributors, non-market publics Advertising
goals for each target
Attitudes toward product and advertiser
Result of previous promotions
Advertising expenditures invested in each target
Budget
Total
advertising expenditure(s) for previous year(s)
Advertising expenditure(s) as a percent of sales
(units and dollars) for previous year(s)
Competitive comparisons
Budget breakdown
Budget level tests
Messages--to each target audience
Basic selling proposition(s)
Promotional theme(s) and actual ads
Evaluation of message effectiveness
Competitive comparisons
Media
Media
mix employed for each target audience
Total dollars spent in each medium
Evaluation of effectiveness of each media mix
Competitive comparisons
Scheduling patterns
Geographic concentration
Organization
of the Advertising Function
Advertising
Department
Reporting
pattern--to whom does the advertising manager report
(marketing director,president, sales manager)
Organizational level--centralized, decentralized
Internal department structure
Work mix--specialization, cooperation, vital functions,
personnel needs
Organizational pattern--functional, product geographic,
customer
Qualifications of advertising manager and subordinates
Outside specialists--availability, economic factors,
control of staff specialists
Characteristics of relationships with other departments--legal,
product development, production, accounting, marketing,
marketing research
Advertising
Agency
Agency
size, philosophy, tenure, product conflicts, special
skills, location, record, growth, client turnover,
facilities
Functions performed--creative, media, research,
merchandising, planning
Personnel--cooperation, compatibility, coordination,
available time
Relationship between advertiser and agency
Compensation system--commission, fee, percentage
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Promotional
Problems and Opportunities
Opportunities
and/or problems which advertising can be used to
resolve
Promotional
strategy match unique product/service attributes
with consumer (market segment) goals, problems,
needs
Target
Audience(s)
Identify
and select potential consumer, user, distributor,
and/or non-market prospects
Summarize key characteristics of target which should
be considered in developing message and media strategy--demographics,
attitudes toward product, consumption and shopping
behavior, media habits
Segment potential--total number of individuals/households/companies
in the target audience and expected consumption
rate
Sales Concept (for each target audience)
Prospect problems, needs, goals
Overt behavior(s), subjective response(s), and situation(s)
in which target prospect experiences "problem"
Specific behavior(s) advertiser would like prospect
to take to solve "problem"
Benefits--solution(s) product offers to help prospect
solve "problem"
Selling points--evidence to convince target prospect
to believe and accept product benefit(s).
Competitive
position
How
proposition differs from those of competitors
Likely competitive reaction
Promotional
Strategy
Prospect
behavior sequence--actions prospect typically takes
in learning of, believing in, taking action on proposition
(describe actual prospect behaviors not category
labels)
Information--learn-feel-do (awareness, knowledge,
liking, preference, conviction, purchase, regular
use)
Emotion--feel-learn-do
Habit--do-learn-feel
Social--do-feel-learn
Estimate percent of target market at various communication
levels, identify opportunities for improvement
Promotional mix--designed to move prospect through
decision sequence.
Advertising
Packaging, point of purchase
Sales promotion--exhibits, contests, deals, novelties,
free samples
Publicity, public relations
Word-of-mouth, observing others
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Marketing
Goals--unit and dollar sales, market share
Advertising Goals--measurable effects of advertising
exposure
Problem, opportunity
Target audience description
Measurable communication effect
General effect--awareness, knowledge, belief change,
behavior
Specific effect--message content in strategic terms
Percent of target audience to be affected
Time necessary to accomplish desired effect
Evidence and reasoning supporting each objective
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Copy
Platform
Proposition--concise statement of selling concept
Target audience
Consumer problem, need, goal
Benefits that solve problem, satisfy need, achieve
goal
Selling points--product attributes offered as physical
evidence product can perform aspromised
Competitive positioning
Approach--how selling concept will be visualized
in message(s)
Dramatize prospect problem
Emphasize selling point(s)
Point out unique competitive advantage
Dramatize benefits
Appeal--basic human appeal to which advertisements
will be directed (rational, emotional,fear, sex)
Why would this appeal to the target audience?
How would target audience members relate this to
their own problem(s), need(s) or goal(s)?
Theme--principal slogan, headline, or other identifying
characteristics across all messages and media
Why would this theme appeal to the target audience?
How would target audience members relate this to
their own problem(s), need(s), or goal(s)?
What is the mood (feelings) the message(s) should
evoke from the prospect?
Product portrayal--how product is physically symbolized,
justify
Characters--who or what will be the dominant characters,
justify
Shopping information--how to purchase product (where
it can be found, price, size, colors, styles), justify
Facilitators--information useful in overcoming constraints
to purchase or action (special purchase incentives,
payment terms, return privileges, purchase assistance,
toll free numbers, coupons), justify
Reassurance--information provided to those who have
already purchased the product, justify
Message executions--rough layouts, storyboards,
scripts, tapes, mock-ups
Message evaluations--diagnostic information on the
ability of messages to communicate (recognition
scores, day-after-recall scores, tracking study
results)
Activity of key competitors--strategy, sample advertisements,
effects
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Target
audience--profile primary and secondary audience
groups, use variables appropriate to media selection,
match with media categories and vehicles which selectively
reach prime prospects
Geographic emphasis
Selected markets
Levels of market support--BDIs, CDIs, market weight
Media objectives
How media must contribute to marketing, advertising,
creative goals
How messages should be distributed among prospects
through time (reach, effective reach, frequency,
continuity, number of markets), justify
Creative requirements--media attributes most likely
to improve message effectiveness, how do creative
decisions influence media choices
Activity of key competitors--budgets, strategies,
media and market effects
Media categories which accomplish goals most effectively;
within media categories, media classes, sections,
dayparts, formats, that should be used--highlight
creative, exciting, innovative uses of media
Schedule timing--introductory, roll-out, sustaining,
heavy-up, seasonal (lead, parallel), pulsing, flighting,
continuity, competitive (neutralize, offset, combat,
avoid)
Duration (start/stop dates)
Macro schedule--timing over entire planning period
Micro schedule--timing within segments of planning
period
Budget constraints, allocation
Minimum cost of entry for each media category compared
with available funds
Allocation to targets, markets, media, months, quarters,
campaigns, contingency Efficiency goals--CPM, CPP
Media vehicle options--selection criteria for matching
media categories and vehicles with strategy requirements
Probability of message exposure given vehicle exposure
Efficient single/multiple target audience delivery--demographic,
product use, life style, ratings, CPM, CPP
Compatible editorial/programming environment, special
editions
Quality, color reproduction
Audience and circulation trends, primary versus
secondary readers
Geographic flexibility
Production capability, requirements--page size,
commercial length, color
Immediacy, news value
Position, location, competitive separation, clutter
Response measures
Marketing promotion support
Quantity discounts
Media imperatives
Page openings, reading/viewing/listening time/days
Qualitative, subjective criteria--reputation, credibility,
copy checking, tone, atmosphere, excitement, prestige,
leadership, believability, impact
Media schedules in tabular form for each target
audience, media category and combination (monthly
plan summaries, flowcharts)
Media vehicles purchased within media categories
Time lengths or page sizes
Insertion dates and times
Anticipated costs
Monthly plan effects--reach, effective reach, frequency,
exposure distributions, GRPs, gross impressions,
CPM, CPP
Yearly flowchart--media categories, vehicles, insertions,
total/monthly cost, total/monthly reach, effective
reach, frequency, GRPs, CPM, CPP
Merchandising value--ability to promote selected
media categories, vehicles
Alternative strategies, obvious strategies not used,
justify
Advertising
Budget
Total
advertising appropriation
Total amount to be spent on all advertising
Justification--reasoning and evidence that support
the size of the total advertising appropriation
Ability to support advertising objectives
Method used to determine total appropriation (given,
task approach, advertising-sales ratio, competitive
parity)
Likely effects of expenditures (awareness, recall,
coupon redemption, sales)
Is the budget affordable?
Relation to past and anticipated competitive activity
How and why does the budget differ from previous
appropriations in size and relative to sales units
and dollars
Is there a need for multiple budgets?
What is likely to happen with appropriation increases,
decreases
Budget
Allocation
Detail
cost estimates
Geographic allocation
Selected advertising media
Message(s)--size, length, content
Target market (audience) segments
Seasonal allocation
Message production
Research
Contingency
Justification--rationale and evidence that support
each allocation decision
Administration--how advertising budget will be controlled.
Measuring Advertising Effectiveness
Define elements and decisions to be evaluated--budget,
message, media
Effectiveness evaluation procedure(s)
Specific measurable standard for evaluation
Technically sound and valid means by which actual
performance will be measured
Corrective procedures, timing, responsibility
Evaluating Consumer Benefits and Legal Effects of
Advertising
Legal standards to be met
Consumer standards to be achieved
Relevant and useful information content
Efficient use of advertising
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detailed
numerical and other data (support concise summary
tables and graphs in media plan text, presentation)
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