Advertising analysis | Marketing Concepts.

All that advertising has to use, I can say, is necessarily included in the total image of the product. As in the response of the sculptor, attributed to Miguel Ángel, who asked how he achieved his splendid figures: "already in the marble; only remove the leftover".
The publicist tools are their knowledge, skill and experience. But the material on which works is information about the product and the market, that he should get and digest. Therefore the quality of the results is directly proportional to the combination of its work and the customer, which ordinarily must deliver the data or direct collection: a creative idea will not work if it is not timely or is out-of-date with respect to reality. Customers who play guessing with agencies, by not giving them the correct information, get the bad publicity they have looked for and deserve. It is an attitude suicidad, leads to speculation and the error.
The first source to get data is the company. The ideal of an advertising agency, is to have access to the marketing plan, because it contains the main thing, the summary of the product. But it is difficult to do so, and has certain logic: much of it consigned there is confidential, sensitive handling. For this reason, companies prefer to abbreviate them, summarized in the so-called "brief"
The brief is the client task. But as the product in itself is the best brief, is the obligation of the Agency correct or complete the incomplete or erroneous information received. To perfect their knowledge of the product and of the location of the macro, advertisers have some resources: review of the brief in the company of the customer: use of the product; Analysis category, your advertising and your investment in media; visit to the distribution; reading research and professional publications; induction to the company plans; conversation with sellers and consumers.
A brief should consist at least of the evaluation of the current image of the product, the definition of their market and segment of the adopted as its next goal, objectives that aims to reach the company with the next campaign and advertising standards of the company.
The objective is to have organized events, all of which are useful; Thus, incidentally, will be avoided falling into the temptation to believe that there are equal marketing cases.
While all brief should include a thorough analysis of the environment, the observation of first-hand what happens with external factors, can set a big difference because it clarifies the vision of the publicist and raises the level of results.
At this stage of collection, it is unavoidable to vary from perspective, mental angle, frequently: company, the seller, the purchaser of large chains, the shopkeeper, the Communicator, who influence the process of purchase, of public opinion. Details are not discarded or is judged: is only collected methodically.
Advertisers, to extract information about competition the sketch of the real war, the relative position of the contenders in the brain of consumers, may provide for subsequent actions.

Main data of a brief.


The inventory of commercial positioning, created and managed by the company, shows the product intending to deal with consumers, their proposal.
Real, already defined and difficult to know precisely, positioning describes the reactions of markets in their contacts with the product.
The synthesis of both positions encounters an obstacle hard: the corporate trend to think with desire; We must demolish it to give the truth, thus plank, and escape from phrases like "our product is of unsurpassed quality" or "everyone thinks that...", fallacies that have made famous to many companies, register their bankruptcy.

2 history of the company.

With a look to the past, an agency may extract positive points to give continuity and experience necessary to not repeat mistakes; Although, as the market lives and throbs so much as the people who made it up, a former failure must be an ACE in the hole to change the circumstances.
Of the present, the Agency captures what actually prompted the company here and now, to refine the offer. So you can diagnose and prescribe concerning his area.

3. objectives pursued to do advertising.

What you want to achieve the company in the next period, thanks to mass communications. They should draw is for a period of time and be quantifiable.

4. external factors

Its incidence analysis explains the type of help or pressure which has been or may be subject the social group to which belong to both the company and its markets, and the medium where they act and relate to influence their mutual behavior.

5. internal factors

In terms of these, a brief should be noted the main strategies and tactics related to advertising, in order to define the course of the campaigns and divide into stages to work gradually with the development plans. Delve into the other pre-existing internal factors, allows you to reflect on the way as the company has shaped its proposal, improving it; What decisions has it taken against market and competition; How has it solved the various problems, and taken advantage of the opportunities that are in constant contact with consumers.

Useful optional points in the brief.

The philosophical basis and policies of the company.

They constitute a subculture and a heritage: therein lies the spirit that conceived the product and this guide, its framework essential; the rules governing its marketing, the inspiration of a style that, although changing, bears an identifying imprint. Do you think the founders of the company in social development?; in what areas of business want to develop: exports, mass marketing, high quality, narrow segments?

Market research results.

They are a substantial contribution to point out trends, or attempts at explanation of detected phenomena. Although x-rays, not diagnostic, serve as consistent basis to understand consumers.

Sales history.

With the corresponding clarification of its oscillations, and compared with the demand of the category to reflect participation in the market (SOM), painted with absolute realism the actions and reactions of consumers from product: here there was a strike; Thus the inflation hit us in the first half...
In synthesis: it's knowing the product as far as he is known, which is not too, and is a daily process, of all places. For a publicist to your product, only idle time is devoted to his ulcers or the mutilated by that other professional tara: infarction.

Review, dispose, ingesting, digesting and organize: factor analysis.

Once the data collection is complete, is the panorama of the market to the front: loaded with meaning or disposable facts, a puzzle that has the appearance of being full, but is disarmed.
In agencies, there should be a team who knows how to play in two fields: marketing and business communications; they are the executives of accounts, all the scale of service to customers. Appropriating the mass of data allegedly objectives and cleaning the grain of dust and straw is up, in this instance. Delete a piece of gossip there, an absurd presumption here, collating the figures without pause, return to the sources, ask again, sweating, running, despair with inconsistencies, recover cool head: converting data to information giving them body. This work is called against-brief.
Those columns of theories, scientific names and dry figures, later become seductive, persuasive messages.
To extract the essential information and be able to take advantage of it, is to carry out a comparative analysis of factors of marketing aimed at communication. There are many ways to do it. The proper system is chosen after considering the amount of information that it possesses, available time, the novelty of the situations of marketing, the extension of the objectives and other variables specific to each case.

The management of the analysis is straightforward:

Each and every one of the factors of marketing, including advertising, work, collectively and individually, to persuade consumers that the product meets your needs. Advertising, by means of incentives given through messages, is responsible for regulating the overall image of the product. Is needed, then, a conversion of the elements of communication useful marketing data, to translate into the language of the consumers technical information; There is also a riddle, and decision making, process governed by a question: at this time of the product lifecycle, do things that have priority to be said? These, called creative implications of marketing factors, are selected and organized to take them to the communications platform and, subsequently, the creative strategy.

Steps in the analysis.

Select the useful.

Every analysis begins breaking down information and ordering the homogeneous small-block (chronological sales aside, by regions to each other, by, etc.) that are left to study easily. As analyze decisions, it must go discarding the superfluous.

Linking data.

Set out and clarify relationships those units with each other; and the final step is to confront them and weigh them against the competition, whose events have been arranged in a similar way.


As every profession believes to be obliged to use jargon unbearable, these technical terms of economists and chemicals must be passed to ordinary language.


In writing come many expressions that contribute to readability, but are not essential. All that verbiage makes it difficult the management of information: have to prune it, strip the concepts, simplifying them as much as possible without distorting them.


In accordance with a subject index, and the most suitable is the list of the marketing factors and its accessories are divided, ordered and classified the different aspects of the topic in lots with defined identity, well-defined.


All product is part of a category, where the fight to persuade the market that its image is superior. Point by point analyzed own weapons and those of the competition, so it is possible to establish their similarities and differences.


What is best for the image we want to project the product? Would each of the factors against the relative competition look like? Where we win or lose? Are more acceptable to consumers a name, packaging, etc., than the main competitors?
With the greatest possible objectivity then weighed the pros and cons partial of each item, and will qualify.


The conclusions of this score give us precisely the positive aspects to show and also reveal, sharp, faceted negatives of the product; This is a delicate task, by how difficult that is to discern one from the other, but it is essential to obtain the maximum actual synthesis in this process, which ends here. They gather as creative implications of marketing factors, the outstanding points that enable to achieve the objectives set for the product at this stage of his life. As an example of these implications could be thinking about highlight some especially strong or favorable of some factor points (more vitamins or interests, Pack handy, etc.) or counter negative perceptions as the confusing relationship between price and profit.
After the tour may encounter important matters that are not advertising rope: fix the gasket, remove a promotion. They should be communicated to the company as observations, while continuing to measure its importance against the decisions to be taken at the own way, later.
Published for educational purposes
Concepts of Leadership and Marketing

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