The Advertising Plan
I. Index listing the name of each person responsible for each section or subsection
II. Executive Summary
Summarizes the major issues covered in your plan-major objectives, strategies, proposals and costs. Justify your advertising proposal. Explain whatever is vital for the success of the proposal. Remember that you are selling this proposal to a client.
III. Situation Analysis
A. Relevant History of the Product or Brand
1. Background or history of the brand
2. Past advertising
3. Patents or technological history
4. Significant political and legal influences
5. Current problems and opportunities facing the brand
6. Major corporate or brand events that are planned
7. Relevant marketing data
B. Product Evaluation
1. How does the product compare to the competition?
2. What has been added or improved in the last few years, deleted or dropped.
3. Are there new uses or new markets for this brand?
4. How do consumers perceive the product?
5. How does the product stack up in terms of value?
6. What is the distribution for this product?
7. How do retailers feel about the product?
8. Evaluate the packaging and labeling.
9. Do consumers have any problems with the product?
C. Consumer Market Segmentation
1. Demographic profile
2. Psychographic profile
3. Behavior profile
4. Value profile
5. Geographical profile
D. Competitive Analysis
1. Direct competition
2. Strengths or weaknesses of branding
3. Positioning of the brands
VI. Marketing Goals for the Brand.
A. Marketing objectives- sales, units sold, profit margins
B. Market Share objective
C. Marketing strategy used to achieve these objectives.
A. Percent of sales
B. Task- objective
C. Budget of the Competition
VI. Advertising Recommendations
A. Justified by the target market
B. Advertising Communication Objectives
C. Creative Strategy Justified for both copy and layout
D. Executions for each media vehicle selected
E. Advertising Plan timetable
VII Media Recommendations
A. The key media problem your plan solves
B. Media Objectives
1. Prime Prospects
2. Budget considerations
3. Reach & Frequency & Continuity
4. Flight schedules
C. Media Strategy: This section covers the specifics of the media plan. List each of the media you propose and then justify your recommendation.
1. Media classes selected
2. Strategy for allocating the budget
3. Cost-per-thousand standards
4. Explanation of why a strategy is different form previous ones
5. Relationship of strategy to that of competitors
6. Proof of vehicles selected are the best of all alternatives
7. Yearly flow chart (or schedule) showing vehicles
VIII. Sales Promotion Recommendations
A. Sales Promotion Objectives
1. Hold present customers
2. Introduce a new or improved product
3. Capitalize on seasonal, geographic, or special events
B. Sales Promotion Strategy
1. Consumer sales promotion strategies
c. Point-of-purchase materials
2. Trade sales promotion strategies
a. Trade deals
b. Trade coupons
C. Sales Promotion Executions: descriptions of the specific nature of the event
D. Sales Promotion Plan: An outline in calendar form usually follows examples of the illustrations of the sales promotion executions.
A brief statement of how the advertising campaign is to be evaluated should be inclined. For example, a telephone tracking study, or the purchasing of Neilson data, or the stated objectives of the campaign can be evaluated.
XI. Sources used – Reference page in APA style
© 2007- 2013 Gloria Boone