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Tuesday, November 2, 2010

Advertising Plan Outline

I. Executive Summary
A. Premises--summary of information presented in marketing plan
B. Summary of advertising objectives
C. Summary of advertising strategy
D. Budget summary
II. Situation Analysis
A. Company's (or product's) current marketing situation
1. Business or industry information
2. Description of company, product, or service
a. Stage of product life cycle
b. Goods classification
c. Competitive or market positioning
3. General description of market(s) served
4. Sales history and share of market
5. `Description of consumer purchase process
6. Methods of distribution
7. Pricing strategies employed
8. Implications of any marketing research
9. Promotional history
B. Target market description
1. Market segments identified
2. Primary market
2. Secondary markets
4. Market characteristics
a. Geographic
b. Demographic
c. Psychographic
d. Behavioral
C. Marketing Objectives
1. Generic market objectives
2. Long-and-short-term sales target objectives
D. Marketing mix for each target market--summarized from marketing Plan
1. Product
2. Price
3. Plan
4. Promotion
E. Intended role of advertising in the promotional mix
F. Miscellaneous information not include above
III. Advertising Objectives
A. Primary or selective demand
B. Direct action or indirect action
C. Objectives stated in terms of advertising pyramid
1. Awareness
2. Comprehension
3. Conviction
4. Desire
5. Action
6. Repurchase reinforcement
D. Qualified expression of objectives
1. Specific quantities or percentages
2. Length of time for achievement of objectives
3. Other possible measurements
a. Inquiries
b. Increased order size
c. Morale building
d. Other
IV. Advertising (Creative) Strategy
A. Product concept--how the advertising will present the product in terms of:
1. Product or market positioning
2. Product differentiation
3. Life cycle
4. Classification, packaging, branding
5. FCB Grid purchase-decision position
a. High/low involvement
b. Rational/emotional involvement
B. Target audience--the specific people the adverting will address
1. Detailed description of target audiences
a. Relationship of target audience to target market
b. Prospective buying influences
c. Benefits sought/advertising appeals
d. Demographics
e. Psychographics
f. Behavioristics
2. Prioritization of target audiences
a. Primary
b. Secondary
c. Supplementary
C. Communications media
1. Definition of media objectives
a. Reach
b. Frequency
c. Gross rating points
d. Continuity/flighting/pulsing
2. Determination of which media reach the target audience best
a. Traditional mass media
(1) Radio
(2) Television
(3) Newspapers
(4) Magazines
(5) Outdoor
b. Other media
(1) Direct mail
(2) Publicity
c. Supplemental media
(1) Trade shows
(2) Sales promotion devices
(3) Other media
(4) Off-the-wall-media
3. Availability of media relative to purchase patterns
4. Potential for communication effectiveness
5. Cost considerations
a. Size/mechanical considerations of message units
b. Cost efficiency of media plan against target audiences
c. Production costs
6. Relevance to other elements of creative mix
7. Scope of media plan
8. Exposure/attention/motivation/values of intended media vehicles
D. Advertising message
1. Copy elements
a. Advertising appeals
b. Copy platform
c. Key consumer benefits
d. Benefit supports or reinforcements
e. Product personality or image
2. Art elements
a. Visual appeals
(1) In ads and commercials
(2) In packaging
(3) In point-of-purchase and sales materials
b. Art platform
(1) Layout
(2) Design
(3) Illustration style
3. Production elements
a. Mechanical considerations in producing ads
(1) Color
(2) Size
(3) Style
b. Production values sought
(1) Typography
(2) Printing
(3) Color reproduction
(4) Photography/illustration
(5) Paper
(6) Electronic effects
(7) Animation
(8) Film or videotape
(9) Sound effects
(10) Music
V. The Advertising Budget
A. Impact of marketing situation on method of allocation
1. New or old product
2. Primary demand curve for product class
3. Competitive situation
4. Marketing objectives and strategy
5. Profit or growth considerations
6. Relationship of advertising to sales and profits
7. Empirical experience
B. Method of allocation
1. Percentage of sales or profit
2. Share of market
3. Task method
4. Unit of sale
5. Competitive parity
VI. Testing and Evaluation
A. Advertising research conducted
1. Strategy determination
2. Concept development
B. Pretesting and post-testing
1. Elements tested
a. Markets
b. Motives
c. Messages
d. Media
e. Budgeting
f. Scheduling
2. Methodology
a. Central location tests
b. Sales experiments
c. Physiological testing
d. Aided recall tests
e. Attitude tests
f. Inquiry tests
g. Sales tests
h. Other
3. Cost of testing


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