Advertising plan is an marketing tool used to coordinate various actions and processes in area of distribution of product information in particular market or for particular segment of customers. Advertising plan describes various resource constraints (budget, people, time, place) and specific measurable goals (brand perception, target audience, number of impressions, effects on sales). It also contains basic message and technology used for communication (mass media, social media, print, electronic, web ads, etc.).
Advertising plan is part of Marketing strategy
Advertising plan helps to effectively accomplish our promotional goals agreed at the beginning or presented in the marketing strategy. It includes comprehensive findings relating to the operational objectives - schedule, budget and resources needed for their implementation (E. Applegate 2005, s.1).
The ideal marketing plan allows us to assess in the long run how effectively our activities were and how to improve them even more. Specifies using which channels and marketing tools and techniques to communicate with the market.
A detailed description of the product or advertising campaign presents advertising goals, how they will be made and what resources are needed to achieve them. An enterprise that has a well-prepared advertising plan does not generate costs. Advertising plan indicates the tasks that we must do to make the advertising campaign successful. The advertising campaign is a reflection of the marketing strategy of the entrepreneur. Every decision made in its time must be adequate to the assumptions of the advertising plan.
How to make an Advertising Plan
To create a perfect plan, we should ask 3 questions:
- What are our goals? - the goals that we set are, for example; increasing sales, entering a new market, changing the consumer attitude of the product, raising awareness about the brand;
- How do we want to achieve the set goal? - time needed for preparation, related costs, needed resources;
- How will we measure the effects of our activities? - the measurement method should be agreed to be consistent with the set goals. Example assessment before and after communication (P. Kotler 2009, s.419).
The plan shows the advertising strategy in what methods should communicate with the market and customers. In the plan, you specify customers and the media with which you will reach them. Media can include billboards, email, social media, Facebook, Twitter, Instagram.
- An advertising plan is created after establishing marketing goals.
- The next step is to sketch the budget as we want to spend on advertising. That is why it is important to know sales plans for another 3 months, 6 months or 12 months
- The target market should also be defined to whom the advertisement will be addressed. Women, men, children, adults, what they do, books and music they prefer. Thanks to this close will be able to exactly match the ad to recipient (C. Hackley 2003, s. 448).
- In which places best to advertise, which recipients best match our target market. How to reach them, where they spend the most time. Determine when the best time for advertising will be. The analysis of sales plans from previous years can be read when the best moment for advertising was. In what period the sale was the largest or the smallest.
When you define your customers, figured out how to find them, when is the best time for your product and how much you have to spend, you are on your way to developing an effective advertising plan.
- Blankson, C., & Kalafatis, S. P. (2007). Congruence between positioning and brand advertising. Journal of advertising research, 47(1), 79-94.
- Hackley, C., (2003). From Consumer Insight to Advertising Strategy: The Account Planner’s Integrative Role in Creative Advertising Development. Marketing Intelligence & Planning, 446-452.
- Kotler, P.(2009). Marketing an Introduction, Pearson Education Limited .419-429, 575-576.
- Krishnan, T. V., & Jain, D. C. (2006). Optimal dynamic advertising policy for new products. Management Science, 52(12), 1957-1969.
- Applegate E., (2005). Strategic Copywriting: How to Create Effective Advertising, Rowman & Littlefield Publishing, 1
Author: Beata Kocyłowska