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Advertising Plan

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Jenny lyn Estialbo
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12 views8 pages

Advertising Plan

Uploaded by

Jenny lyn Estialbo
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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Advertising Plan

The advertising plan describes the goals of


an advertising campaign, methods to
achieve them, and ways to evaluate them. It
requires research into the audience,
product, and type of media to deliver the
most effective message. The content of an
advertising plan will vary depending on the
product or service and market.
Perform a Situational Analysis
A situational analysis is an important part of
planning an advertising campaign. It involves
reviewing a business's history, current
products, target market, competitors, financial
condition, industry and market trends, and the
state of the economy. This will help the
advertising planner determine the best type of
message, timing of message, and form of media
for a successful campaign.
SWOT analysis
The SWOT analysis is an examination of a business's
strengths, weaknesses, opportunities, and threats.
Strengths include marketing expertise or new
innovative products, weaknesses include bad
reputation or poor location, opportunities include a
new international market, and threats involve a new
competitor or rising material costs. The key issues
identified in the analysis must be considered when
developing an advertising plan.
SET ADVERTISING OBJECTIVES
Common advertising objectives include the following:
-Build consumer awareness of a product or brand
-Communicate product or brand benefits
-Generate interest in a product or brand
- Create, change, or reinforce consumers’ attitudes
about a brand
-Persuade consumer to switch brands
-Attain brand loyalty
-Increase sales
Determine the budget
Businesses must create a budget to meet
their advertising objectives. There are
several methods businesses can use to
determine the budget, but some businesses
base it on what they can afford. This is not
the best method as it does not always meet
the business's advertising needs.
DEVELOP THE CREATIVE STRATEGY
The creative strategy defines the target
market, the advertising message, and how it
will be communicated. It must determine
the purpose of the message, such as to
inform, compare, persuade, remind, or
defend, and the best medium for
communicating it to the target audience.
EXECUTE THE PLAN
Once the strategy is in place, the The
creative development process involves
working with copywriters and art
directors to create an advertising
concept, including ad copy, slogans,
headlines, designs, illustrations, photos
and scripts.
EVALUATE THE PLAN
The advertising campaign must be
evaluated to determine if the objectives
outlined in the plan were met and the
criteria used to measure its
effectiveness of the advertising
campaign.

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