Developing the Advertising Campaign The Advertising Plan

Decisions You already made many small decisions today. –Examples??? What about any large decisions today? –Examples??? Plans help you achieve a specific goal. Developing an Advertising Plan requires making many decisions throughout the process.

Purpose the Advertising Plan An advertising plan describes the thinking and tasks needed to achieve a successful advertising campaign that fits into the advertiser’s marketing strategy. (basically an analysis of the business and everything that affects it) –Advertising Plan gives you a solid foundation to make decisions. All decisions made must fit into the Advertising Plan.

Purpose of the Advertising Plan The history of the product, the company, and the industry will expose areas of strength that can be utilized in advertisings. Areas of weakness can be noted and protected. Information about competitors is also important.

Example: If the image to be presented for a restaurant is “old-fashioned service,” advertising should support that image. –Colors?

What decisions had to be made about this ad and whether it fit into the overall ad campaign message?

Advertising Plan Components Sample Advertising PlanIntroduction Situational Analysis ObjectivesBudgetStrategy Execution Methods Evaluation Introduction – Presents an executive overview and summary of the entire plan Situational Analysis – Describes the factors that influence the advertising plan. Objectives – Describes the goals that the advertising should accomplish. Budget – Identifies the amount of money that will be spent on the advertising and the method used to calculate the amount. Strategy – Identifies how the advertising plan objectives will be accomplished. Execution Methods – Identifies where, when, and how the ad will be placed in the media. Evaluation– Describes the tests and criteria that will determine the success or failure of the advertising campaign.

Marketing Context The advertising plan is part of the marketing function. Any advertising should be directed by the marketing department and supported by its activities. All marketing and advertising activities should work to present the desired image of the product.