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
Media Strategy: When & where will you
Advertising Plan Outline
II. Situation Analysis
III. The Research/Evaluation Plan
IV. The Creative Plan
V. The Media Plan
VI. The Communication Plan
VII. The Budget
Ad Plan: Introduction
• Abstract of key elements
• One or two pages
• Provide plan’s highlight
Ad Plan: Situation Analysis
• Client Analysis
– Advertising Problems
– Advertising Opportunities
• Audience Analysis
– Target Audience
Ad Plan: Research/Evaluation
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.
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.
Background and Discusses Media Options, Opportunities
Situation Analysis and Target Audience.
Media Objectives & Goal or Task that Media Can Accomplish
Aperture Opportunities Based on Aperture Opportunities.
Strategy: Explains Why a Single Medium or Set of
Selection of Media Media is Appropriate.
Media Buyers Convert Objectives and
Flow Chart Scheduling
Select, Negotiate, & Contract for Media
& Budgeting Space.
Ad Plan: Communication plan
• Sales promotion
• Public relations
• Direct marketing
• Personal selling
Ad Plan: Budget
•Common budgeting method.
•May be based on last year’s with
Historical Method a percentage increase.
•Nothing to do with advertising
Task-Objective Method: •Most common method.
•Looks at objectives set for each
Bottom-Up activity, and determines the cost
of accomplishing each objective.
Percentage-of-Sales •Compares total sales with the total
advertising (or marketing
Method communication) budget during a
previous time period to compute a