Transcript The Advertising Plan

The Advertising Plan
An Advertising Plan Matches the Right
Audience to the Right Message and
Presents It in the Right Medium to
Reach That Audience
Targeting the Audience: Whom are you
trying to reach?
Message Strategy: What do you say to
them?
Media Strategy: When & where will you
reach them?
Advertising Plan Outline
I.
II.
III.
IV.
V.
VI.
VII.
Introduction
Situation Analysis
The Research/Evaluation Plan
The Creative Plan
The Media Plan
The Communication Plan
The Budget
Ad Plan: Introduction
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Abstract of key elements
One or two pages
Provide plan’s highlight
Summary/overview
Ad Plan: Situation Analysis
• Client Analysis
– Advertising Problems
– Advertising Opportunities
• Audience Analysis
– Target Audience
– Demographics
– Psychographics
Ad Plan: Research/Evaluation
Ad Plan: Creative plan
• Creative plans combine the basic
advertising decisions – problems,
objectives, and target markets – with the
critical elements of the sales message
strategy – main idea and details about
how the idea will be executed.
Ad Plan: Media Plan
A Media Plan is a Written Document that Summarizes the
Recommended Objectives, Strategies, and Tactics Pertinent
to
the Placement of a Company’s Advertising Messages.
Background and
Situation Analysis
Discusses Media Options, Opportunities
and Target Audience.
Media Objectives &
Aperture Opportunities
Goal or Task that Media Can Accomplish
Based on Aperture Opportunities.
Strategy:
Selection of Media
Explains Why a Single Medium or Set of
Media is Appropriate.
Flow Chart Scheduling
& Budgeting
Media Buyers Convert Objectives and
Select, Negotiate, & Contract for Media
Space.
Ad Plan: Communication plan
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Sales promotion
Public relations
Direct marketing
Personal selling
Ad Plan: Budget
Historical Method
•Common budgeting method.
•May be based on last year’s with
a percentage increase.
•Nothing to do with advertising
objectives.
Task-Objective Method:
Bottom-Up
•Most common method.
•Looks at objectives set for each
activity, and determines the cost
of accomplishing each objective.
Percentage-of-Sales
Method
•Compares total sales with the total
advertising (or marketing
communication) budget during a
previous time period to compute a
percentage.