Components of an Advertising Plan (Pitch):

1. Components of an Advertising Plan (Pitch): Advertising Plan: Describes the thinking and tasks needed to achieve a successful advertising campaign that fits into the advertiser’s marketing strategy. All decisions made during the creation of an advertising campaign must fit into the advertising plan. Adapted from Mentor High School Purpose of an Advertising Plan

2. Components of an Advertising Plan Introduction Objectives Product History Strategy

3. Introduction Presents an summaryand overview of the entire plan. • Executive Summary: Summarizes the most important parts of the advertising plan. • Similar to a summary of an entire book.

4. Objectives What does your advertising campaign aim to achieve? Sample goals/objectives: 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 Promote replacement of outdated products with new products using new technology. 4.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.

5. Product History Describes the factors that influence the advertising plan. • Reviews the company and product history. • Evaluates the product’s strengths and weaknesses. • Defines the target market. • Evaluates the competition.

6. Strategy Identifies how the advertising plan objectives will be accomplished. Involves: • Identifying the target market • Choosing the type of advertisement • When and where will advertisement be seen? • What techniques will be used?

7. Choose your product • Read your Creative Brief • Begin your campaigns • Remember each campagin must have: • 3 Print advertisements • 1 commercial • Advertising Pitch (using this model)