Professional Documents
Culture Documents
Plan
Ad Plan
Specifies thinking and tasks needed to conceive
and implement an effective advertising effort
82
83
Introduction
Executive summary
Overview
Historical context
Situation
Analysis
Industry analysis
Market analysis
Competitor Analysis
84
85
86
87
88
89
810
Production costs
Ancillary costs
Other promotion
Reach
Reconcile and
modify budget
Frequency
Time frame
Media
Determine time
frame for payout
811
Brand Switching?
Value Propositions
Product comparisons
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812
Execution
Copy strategy
Media plan
Integrated brand promotion
Evaluation
Criteria
Methods
Consequences
813
814