The

Advertising
Plan

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Advertising Plan in Context
Marketing Plan

Ad Plan

Specifies thinking and tasks needed to conceive

and implement an effective advertising effort

2
Advertising Plan Components

Introduction
Situation Analysis
Objectives
Budgeting
Strategy
Execution
Evaluation
3
Advertising Plan Components

• Executive summary
Introduction
• Overview

• Historical context
Situation • Industry analysis
Analysis • Market analysis
• Competitor Analysis
4
Historical
Historical context
context isis an
an important
important
consideration
consideration inin developing
developing an an
advertising
advertising plan
plan for
for aa brand.
brand.

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Advertising Plan: Objectives
 To create or maintain brand awareness.
 To change consumer beliefs or
attitudes.
 To influence purchase intent.
 To stimulate trial use.
 To convert one-time users into repeat
purchasers..
 To encourage brand switching.

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Sales vs. Communication
Objectives

Advertising = Sales?
Advertising = Communication?
Effective Communication = Sales?

Focusing on communications objectives allows

advertisers to consider a broad range of strategies.
Building brand loyalty can take years.

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Advertising Plan Components
 Characteristics of
Workable Objectives
 Quantitative benchmarks
 Measurement methods
 Criteria for success
 Time frame

8
Advertising Plan Components
(cont’d)
Budgeting Methods
• Percentage of sales
• Share of market/voice
• Response models
• Objective and Task

9
Advertising Plan Components
Strategy • Brand name recognition?
• Repetition and frequency
• Rhyming games

• Trial Use Stimulation?

• Introductory offers
• Product guarantees

• Brand Switching?
• Value Propositions
• Product comparisons
11
The Role of the Advertising
Agency in Advertising Planning

 Advertiser
 Brings to the table an assessment of the brand’s
value, the external environment, and
opportunities and threats.
 The Advertising Agency’s Role
 To define the current marketing and market
status of the brand into advertising objectives
and strategies and ultimately into
advertisements and IBP materials.

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