1. 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?

2. Advertising Plan Outline I.Introduction II.Situation Analysis III.The Research/Evaluation Plan IV.The Creative Plan V.The Media Plan VI.The Communication Plan VII.The Budget

3. Ad Plan:Introduction Abstract of key elementsAbstract of key elements One or two pagesOne or two pages Provide plan’s highlightProvide plan’s highlight Summary/overviewSummary/overview

4. Ad Plan: Situation Analysis Client AnalysisClient Analysis –Advertising Problems –Advertising Opportunities Audience AnalysisAudience Analysis –Target Audience –Demographics –Psychographics

5. Ad Plan: Research/Evaluation

6. 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.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.

7. Background and Situation Analysis Background and Situation Analysis Discusses Media Options, Opportunities and Target Audience. 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. Strategy: Selection of Media Strategy: Selection of Media 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 Objectives & Aperture Opportunities Media Objectives & Aperture Opportunities Goal or Task that Media Can Accomplish Based on Aperture Opportunities.

8. Ad Plan: Communication plan Sales promotionSales promotion Public relationsPublic relations Direct marketingDirect marketing Personal sellingPersonal selling

9. Historical 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. Ad Plan: Budget