E-Marketing Professionals

Setting Objectives
The starting point for the advertising plan is the setting of objectives. The statement of objectives would follow the same format as the overall marketing objective. It would include what to communicate to whom and with what results. Should the advertising generate sales, produce leads, or enhance an image? To whom must the message be communicated to make that happen? What will be the result of this communication? $X revenue? Number of leads per prospects reached? A percentage change in awareness? If the product manager runs a mail order operation with no sales force, it might be appropriate to have an objective of generating $X sales from a defined target market over the next twelve months. But most companies would have some combination of sales, lead generation, and/or image reinforcement.

If the product is not sold directly to the end-user, a decision must be made about what part of the budget will be devoted to advertising to the end-customer (a pull strategy) and what part will be devoted to trade advertising (a push strategy). These two groups will require different media and different messages.

After deciding what to communicate to whom and with what results, the next question is how to make it happen. That is the essence of the advertising plan: deciding on the media and creative strategy. Although much of the detail work will be handled by the company's advertising department or through an advertising agency, the product manager needs to understand the basics to make good evaluative decisions. The media planning will consist of (1) listing potential media, (2) selecting appropriate media vehicles, (3) assessing trade-offs, (4) examining media combinations, and (5) developing a media calendar. The creative strategy converts the positioning and unique selling features into effective customer communications.