Develop An Advertising Plan. Chapter 4. Purpose of an Advertising Plan:. Advertising Plan : Describes the thinking and tasks needed to achieve a successful advertising campaign that fits into the advertiser’s marketing strategy.
Advertising Plan: Describes the thinking and tasks needed to achieve a successful advertising campaign that fits into the advertiser’s marketing strategy.
Presents an executivesummaryand overview of the entire plan.
Describes the factors that influence the advertising plan.
Describes the goals that the advertising should accomplish.
1. Increase consumer awareness of brand.
2. Change consumer attitudes about the product.
3. Promote replacement of outdated products with new products using new technology.
4. Persuade consumer to try a sample of product.
5. Convert occasional user of product to regular user.
6. Persuade consumers to switch from a competitor’s product.
7. Increase sales.
An objective must be clearly stated and include criteria to measure the success of the campaign.
Example: Based on surveys completed at the conclusion of the three week advertising campaign, McKnight Advertising Agency will increase brand recognition from 50% to 55%.
Identifies the amount of money that will be spent on advertising and the method used to calculate the amount.
The advertiser spends what it thinks it can afford.
The amount of the current budget is based on the amount the advertiser was able to afford the previous year.
Ex. (Last year’s budget) x (Inflation) =Current Budget
Amount of current budget is based on % of last years sales or anticipated sales.
Based on the idea that if you spend more than your competition consumer’s will be more aware of your product than your competitor’s.
The only method that uses the relationship between what you want to accomplish and what you want to spend.
Identifies how the advertising plan objectives will be accomplished.
The process of making an advertiser’s product different from other products in the consumer’s mind.
Identifies where,when, and how the ad will be placed in the appropriate media.
Describes the tests and criteria that will determine the success or failure of the advertising campaign.
Return on Investment: The amount you earn from the money you spend.
Change Purchase Behavior
Believe Product Claims
Awareness and Recall