What is an advertisement plan (and its contents)?

Question by windleox: What is an advertisement plan (and its contents)?

I am asked to become an advertisement plan expert for my marketing class. That is I have to know what an advertisement plan is and what contents are in the plan.

I wouldn’t mind looking for reference in my school library, but I have no idea what keywords I should look for.

Any helps would be appreciated. Thank you.

Best answer:

Answer by ALASKA F

First you have to identify your market clientele Men/women/animals????
Then their demographics where they are what they do.
Target the group .Age, sex, preference, single married,……….
How do you reach them?
Sunbathers tow a banner on the beach……
Pilots at airport or flying magi zens……
scuba divers dive shops or magi zines…..
you get the picture
about 15% of your gross income should go back in to advertisement.
Be very careful where you spend you advertising dollar,
Possibly have a article written about your service in the trade publication for trade of the product, this only cost a small amount compared to the return,
Do some thing out-landesh to get attention, climb a tall building with your web site written on your back. hide out behind new paper reporters with your web site in the background.
Think if you were the one who wanted the product, where would you go to find it.
good luck there are a lot of people out there.

Know better? Leave your own answer in the comments!

Erica Driver - October 31, 2019

Here is an idea of an outline for you. I hope you don’t mind reading. You may want to put the kettle on before you read through all this…

Background / overview:
What is the history of advertising for this company leading up to this plan? What are the chief challenges for this plan or advertising campaign? What are the big opportunities in the market?

Duration of the plan / review dates:
Is this a launch campaign that will last three months? Or is this an annual plan, with a “review and recommendation” every three months?

Competitive analysis:
What are the bad guys up to? Is there a trend towards price cutting? How do competitor products or services compare? Us ad guys want to know.

Advertising goal:
e.g – Achieve 50% brand recognition with target audience as defined by the ability to 1) recognize our logo and 2) describe at least one of our products, and 3) associate “quality products” when prompted for brand characteristics.

or – Achieve a 2% response rate and sales of $ 500 per 100 direct mail packages within 30 days of drop.

Recommended advertising activities:
This could be the longest, most detailed aspect of the plan. It might be divided by month. It could also be divided by target audience. A few examples:

– Launch TVC in top 10 urban markets to introduce our new brand character.

– Email to current customers with upgrade offer, save 50%.

– Test direct mail with “Order now or get more info” offer to select cold list of small business owners in California, Florida, New York and Texas.

Non-advertising, or OffScreen activities:
This category can include anything that will help achieve goals:
– PR,
– Special events,
– Seminars,
– Trade shows
– Customer relations

Description of target markets:
– Business type, size and location.

– Career stage. Think about the person who will receive your message. Is this an owner who sees the big business picture and would be more likely to consider a new software program to enhance overall company efficiency vs someone in purchasing or human resources who is focused on their departments.

– Consumer location. Define, as best you can, where your targets live, work and play. Then put a little more effort into defining where you target live work and play.

– Age.
– Gender.
– Marital status.
– Income.

– Life stage. Are your prospects retired? Or is their a mix of say, 60% retirees 55 to 65, and 40% young urban professionals 30 to 45.

– Psychographics: how will the prospect approach the purchase decision. Is it high or low involvement. Rational or emotional? Are thy looking for security? Or a thrill?

Media plan:
Here are some choices:

– Direct Mail.

– Collateral: brochures, single sheet flyers, in-store take-one displays and brochures, posters, statement stuffers.

– Broadcast: Radio, TV spots or infomercials.

– Video on tape or CD / DVD.

– Print: magazines, newspaper, specialty publications, inserts.

– Outdoor: billboards, transit, off-screen.

– Internet Marketing : Web site optimization, pay per click search engine listings, affiliate or associate relationships, paid banner placements, email.

– Digital communications: digital video on Web, multimedia CD.

Media Strategy:
The simple answer to media strategy is to identify your target audience then find the best media, at the best time, to reach them.

Keep in mind that you will get the best return on your advertising by getting your message in front of people during the decision making and buying cycle.

I like to say, with direct marketing, “It’s not what it costs, but what it returns that matters.”

And that’s true. I have seen $ 500 direct mail packages sent to CEOs that produced $ 20,300 average return. In that case the client allocate a budget based on what it would cost to put a persuasive presentation in the hand of a very hard to reach target.

How will you track sales? How will you link sales to advertising? Who, in your company or with the client, will do that?

Direct response and Internet advertising is easy to track.

Branding focused campaigns may not be easy to link to sales. Talk to a research company if you want to do that.

I hope that helps and good luck

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