Advertising Plan - Stages of Advertising Plan and deciding objectives and strategy of the plan

Показать описание

An Advertising Plan refers to the draft or an outline that explains how the advertisement should be used to promote the brand or the product and how it is going to reach its target audience.

Advertising Plan helps an organization to know about all the aspects of the process, stick to the set budget and understand whether the process will be able to reach its conclusion successfully.

Advertising Plan – Stages

Background

Background data should be collected before making advertising plans. Focus on opportunities, on competitors, the problems they are facing, market conditions and customer behaviour.

Situation Analysis

Situation Analysis refers to the identification of SWOT along with data about the market trend, product and brand.

Marketing Objectives

Marketing objectives deal with achieving sales growth, increasing market share and becoming a market leader.

Advertising Objectives

Advertising Objectives includes

- Sales objective
- Communication objectives
- Behavioural objectives

Target Audience

Target Audience means dividing the market into smaller segments like psychographic, behavioural and demographic that display specific characteristics.

Brand Positioning

Brand Positioning provides a clear and unique picture to the customer about the product. The Positioning strategies include.

- Customer Benefit Approach
- Repositioning Approach
- Price-quality Approach
- Competitors Approach
- Product Users Approach
- Product Class Approach

Creative Strategy

Creative Strategy includes

- Orientation
- Preparation
- Analysis
- Hypothesis
- Incubation
- Synthesis

Message Strategy

Message Strategy is about passing important information or message from one end to another. Factors necessary in creating a message are

- Message Content
- Message Formal
- Message Source
- Message Structure

Media Strategy

Media strategy refers to choosing the right media and determining the media reach. Factors necessary for media strategy are

- Media Mix
- Reach
- Frequency

Advertising Budget

Advertising budget refers to the expenses that are decided upon before the start of the advertising process, the allocation of money, and the time when the payments will be made.

Implementation and Evaluation

A proper implementation process is decided so that the campaign runs smoothly. The advertising plan also includes evaluation of the ad campaign at regular intervals so that necessary changes can be made timely.

This video is on Advertising Plan and it has the following sub-topics.

Time Stamps

0:00 What are Advertising Plans?
00:36 Advertising Plan – Stages
00:38 Background
01:01 Situation Analysis
01:17 Marketing Objectives
01:38 Advertising Objectives
02:16 Target Audience
02:43 Brand Positioning
03:15 Creative Strategy
03:49 Message Strategy
04:12 Media Strategy
04:53 Advertising Budget
05:12 Implementation and Evaluation