Long before the San Francisco 49ers and the Baltimore Ravens were halfway through the 2012 regular football season, companies had committed to ads in next week’s Super Bowl. Before that, the companies’ management had decided their ads’ content. Even before that, they had laid out their marketing plans for 2013. After completing their plans, they selected the Super Bowl as a program in which to run an ad to accomplish a particular objective.
Management of these companies laid out their marketing plan and message for 2013. Looking at their objectives, they chose the Super Bowl as an event to reach their target market. They hired firms to create the ads and to buy the commercial time in the Super Bowl.
The ads’ messages are part of the companies’ strategy for this year. They know why they are running the ads and have objectives which they want to reach in doing so. These include:
As you watch the spotlight on Super Bowl ads in the upcoming days, remember that these ads didn’t happen overnight. Behind these ads is a great deal of thought, preparation, and objectives.
All business owners and managers could learn this lesson.
This week's marketing trivia challenge is What was a challenge for you in preparing your 2013 marketing plan? E-mail me your answer.
Management of these companies laid out their marketing plan and message for 2013. Looking at their objectives, they chose the Super Bowl as an event to reach their target market. They hired firms to create the ads and to buy the commercial time in the Super Bowl.
The ads’ messages are part of the companies’ strategy for this year. They know why they are running the ads and have objectives which they want to reach in doing so. These include:
- Kick off of a new product,
- Maintain market share of an existing product,
- Revive interest in a product.
They did not buy the commercial time and then decide which ad to run. Running an ad in the Super Bowl reaches too many people, makes too big an impression, and costs too much for the purchase to be a knee-jerk reaction. Management realizes that these ads will not only run this year but also be featured again every year at Super Bowl time during newscasts and in special programs. That intensity prompts management to put its best effort into these ads.
This is a template for how all advertising ought to be handled. The marketing plan is first; the objectives, target market, and message are within the plan; deciding what advertising to buy follows; and buying the advertising is last. Unfortunately, most business owners and managers do just the reverse. They buy the ads and then at the last minute try to figure out what to say. They don’t address their message before buying the ad. They don’t target their market. They don’t set marketing objectives or objectives for that ad. They don’t have a marketing plan.
This is a template for how all advertising ought to be handled. The marketing plan is first; the objectives, target market, and message are within the plan; deciding what advertising to buy follows; and buying the advertising is last. Unfortunately, most business owners and managers do just the reverse. They buy the ads and then at the last minute try to figure out what to say. They don’t address their message before buying the ad. They don’t target their market. They don’t set marketing objectives or objectives for that ad. They don’t have a marketing plan.
As you watch the spotlight on Super Bowl ads in the upcoming days, remember that these ads didn’t happen overnight. Behind these ads is a great deal of thought, preparation, and objectives.
All business owners and managers could learn this lesson.
This week's marketing trivia challenge is What was a challenge for you in preparing your 2013 marketing plan? E-mail me your answer.
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