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Advertising Plan

An advertising plan outlines strategies to reach target audiences and achieve goals. It summarizes the channels, messaging, and budget needed to enact the strategy. The plan describes creative and media tactics, schedule, and other elements to implement the high-level strategy. It identifies specific media placements, sizes, frequencies and durations of advertisements. The plan also includes creative concepts, response mechanisms, and a detailed budget with costs and objectives.

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101 views2 pages

Advertising Plan

An advertising plan outlines strategies to reach target audiences and achieve goals. It summarizes the channels, messaging, and budget needed to enact the strategy. The plan describes creative and media tactics, schedule, and other elements to implement the high-level strategy. It identifies specific media placements, sizes, frequencies and durations of advertisements. The plan also includes creative concepts, response mechanisms, and a detailed budget with costs and objectives.

Uploaded by

laarni joy conadera
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as DOCX, PDF, TXT or read online on Scribd
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What is the purpose of the advertising plan?

An advertising plan outlines you strategies to reach your target audience and


achieve your advertising goals. In it, you'll summarize the channels you'll use, critical
messaging, and required budget — all of the elements and information you need to
enact your advertising strategy

An advertising strategy sets out the method by which advertising meets the
advertising objectives. The advertising plan describes the creative and media tactics,
budget, schedule and other elements of the strategy.

Creating the Strategy


An advertising strategy provides an overview and broad direction for the advertising
campaign. If the advertising objective is to increase New York consumers’ awareness
of a local food brand by 25 percent, for example, the strategy will describe how
advertising can meet that objective. The strategy recommendation might be to build
brand awareness through high levels of exposure, position the brand as a high-quality
product and encourage retailers to stock the product.

Reviewing the Plans


The client team and the advertising agency team review the strategy document to
ensure that it can meet the advertising objectives. The agency team can then develop
a detailed advertising plan to put the strategy into practice. Simply creating advertising
for its own sake, without a strategy, is unlikely to deliver the best return on marketing
expenditure. According to advertising agency Adcracker, the advertising brief is like a
road map that helps a team get quickly to the right solution.

Tactical Aspects of a Strategic Plan


The advertising tactical plan describes how to put the desired big-picture strategies
into practice. To build brand awareness, for example, the plan might include a
recommendation for a series of advertisements in city newspapers, on local radio
stations and on poster sites.

To position the brand, the plan might call for a creative approach that suggests high
quality and an association with the New York lifestyle. The plan would also include
recommendations for building distribution through advertising to retailers and a sales
promotion campaign to encourage consumers to sample the products.

Media Planning Aspects


Media planning identifies the places where you will advertise, such a in magazines, on
TV, online or using text or email campaigns, explains Marketing Evolution. You
choose media options based on your target audience, the number of advertisements
you want to run and their cost. It describes the size of advertisements and the running
time for radio commercials. This part of the plan also indicates how frequently
advertisements will appear and the time span for the complete campaign.

Developing the Creative Elements


The creative proposals in the advertising plan describe the important messages that
each advertisement will convey and the techniques used to attract attention and
communicate the messages clearly. The plan will describe any response mechanism,
such as a reply coupon or website address, so that the advertiser can make
arrangements to handle the response.

Advertising Plan Budgeting


The plan should include a detailed budget, setting out all the costs for the campaign
and indicating when the costs will fall. The campaign is designed to meet measurable
objectives, so the plan should indicate how the agency will measure the campaign.

How to Make an Advertising Pitch


An advertising pitch describes the proposals of an advertising agency to promote a product or service.
The pitch states the objectives for the campaign and describes how the campaign will deliver its
intended results. Companies request advertising pitches so that they can select the most suitable
proposal from a number of advertising agencies. A successful pitch should demonstrate that an agency
can use the marketing budget effectively to create greater value for a brand, according to the World
Federation of Advertisers.

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