The Advertising PlanThe Advertising PlanAn 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 OutlineAdvertising Plan Outline

I.I. IntroductionIntroduction

II.II. Situation AnalysisSituation Analysis

III.III. The Research/Evaluation PlanThe Research/Evaluation Plan

IV.IV. The Creative PlanThe Creative Plan

V.V. The Media PlanThe Media Plan

VI.VI. The Communication PlanThe Communication Plan

VII.VII. The BudgetThe Budget

Ad Plan:Ad Plan: IntroductionIntroduction

• Abstract of key elementsAbstract of key elements

• One or two pagesOne or two pages

• Provide plan’s highlight Provide plan’s highlight

• Summary/overviewSummary/overview

Ad Plan: Situation AnalysisAd Plan: Situation Analysis

• Client AnalysisClient Analysis– Advertising ProblemsAdvertising Problems– Advertising OpportunitiesAdvertising Opportunities

• Audience AnalysisAudience Analysis– Target AudienceTarget Audience– DemographicsDemographics– PsychographicsPsychographics

Ad Plan: Research/EvaluationAd Plan: Research/Evaluation

Ad Plan: Creative planAd Plan: Creative plan

• Creative plans combine the basic Creative plans combine the basic advertising decisions – problems, advertising decisions – problems, objectives, and target markets – with the objectives, and target markets – with the critical elements of the sales critical elements of the sales message message strategystrategy – main idea and details about – main idea and details about how the idea will be executed.how the idea will be executed.

Background and Situation AnalysisBackground and

Situation AnalysisDiscusses Media Options, Opportunities

and Target Audience.Discusses Media Options, Opportunities

and Target Audience.

Ad Plan: Media PlanAd Plan: Media PlanA Media Plan is a Written Document that Summarizes the

Recommended Objectives, Strategies, and Tactics Pertinent to the Placement of a Company’s Advertising Messages.

Strategy: Selection of Media

Strategy: Selection of Media

Explains Why a Single Medium or Set of Media is Appropriate.

Explains Why a Single Medium or Set of Media is Appropriate.

Flow Chart Scheduling & Budgeting

Flow Chart Scheduling & Budgeting

Media Buyers Convert Objectives and Select, Negotiate, & Contract for Media

Space.

Media Buyers Convert Objectives and Select, Negotiate, & Contract for Media

Space.

Media Objectives &Aperture OpportunitiesMedia Objectives &

Aperture OpportunitiesGoal or Task that Media Can Accomplish

Based on Aperture Opportunities.Goal or Task that Media Can Accomplish

Based on Aperture Opportunities.

Ad Plan: Communication planAd Plan: Communication plan

• Sales promotionSales promotion• Public relationsPublic relations• Direct marketingDirect marketing• Personal sellingPersonal selling

Historical MethodHistorical Method

Task-Objective Method: Bottom-Up

Task-Objective Method: Bottom-Up

Percentage-of-Sales Method

Percentage-of-Sales Method

•Common budgeting method.•May be based on last year’s with a percentage increase.•Nothing to do with advertising objectives.

•Common budgeting method.•May be based on last year’s with a percentage increase.•Nothing to do with advertising objectives.

•Most common method.•Looks at objectives set for each activity, and determines the cost of accomplishing each objective.

•Most common method.•Looks at objectives set for each activity, and determines the cost of accomplishing each objective.

•Compares total sales with the total advertising (or marketing communication) budget during a previous time period to compute a percentage.

•Compares total sales with the total advertising (or marketing communication) budget during a previous time period to compute a percentage.

Ad Plan: Budget