The Advertising Plan

The group selects a large national or international public brand. The group does some initial research about the brand. Make sure you can find enough information about this brand. The group should appoint a chairperson after the 2nd or 3rd meeting. Make sure you have contact information for each person in the group. Subdivide the Advertising Plan into subsection.  Assign one for two people to each section. The group should meet several times to exchange ideas, information and strategies. Each group will be assigned a time to present their report. The group needs to agree on the basic strategies. The Ad Plan should be consistent. One section of the report should not contradict other sections. Outline the information you have. Determine the order of the presentations. Determine who you introduce whom. Each person will type 5-6 pages on their sections. Use APA style. YOU MUST CITE SOURCES. Proof read your report. Provide facts and information that supports your ideas. You can use pie charts, graphs, and growth curves. Many times, a small chart can replace hundreds of words. .  Each person will speak for 5-6 minutes about their section using limited notes. DO NOT READ your report. Remember to have an introduction (attention-getter, a thesis with a topic and a purpose, and a preview of main points) Use sources in the oral report. You may use visuals.               Put the group report together in a folder or binder. Make sure different members of the group have a copy of the entire report. Have a title page.

 

I.          Index listing 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.

V. Budget

                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

a.       Coupons

b.      Sampling

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.

IX.              Evaluation

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.

X.                 Conclusions

XI.              Sources used – Reference page in APA style