Chapter 8. The Advertising Plan. Advertising Plan in Context. Marketing Plan. Ad Plan. Specifies thinking and tasks needed to conceive and implement an effective advertising effort. Ch 8: The ad plan 2. Advertising Plan Components. Introduction. Situation Analysis. Objectives.
The Advertising Plan
Ch 8: The ad plan 2
Ch 8: The ad plan 3
Ch 8: The ad plan 4
Historical context is an important consideration in developing an advertising plan for a brand.
Ch 8: The ad plan 6
Advertising = Sales? developing an advertising plan for a brand.
Advertising = Communication?
Effective Communication = Sales?Sales vs. Communication Objectives
Focusing on communications objectives allows advertisers to consider a broad range of strategies. Building brand loyalty can take years.
Ch 8: The ad plan 7
Ch 8: The ad plan 8
Ch 8: The ad plan 9
Compare costs against industry and corporate benchmarks
Determine cost based on build-up analysis
Frame for payout
Ch 8: The ad plan 10
Ch 8: The ad plan 11
Ch 8: The ad plan 12
Ch 8: The ad plan 13