Advertising Methodology (11) - The Advertising Plan

Having done all of this research you develop a deep understanding of the company, its products, its customers, and its brand. You also understand the consumer, how they perceive the brand and learn about the product, and how and where shop. Most of all, you get a really good understanding of the bottle-necks and challenges that will prevent a campaign from achieving its objectives. This should lead you to be able to put together a really good first draft of the advertising plan, which will include:

• What are the goals? What does the company need to say to the customer? What is the message?
• How will we reach those goals? What will we do, and what will it cost?
• How do we measure results? How do we determine whether we have accomplished our goals?
• What is the media strategy? What is the best “place” to reach the target market?
• In addition, the Advertising Plan should include the “Plan B”. That is, once the Campaign is in market, and measurements start to pour in, the “Plan B” reflects actions that may be taken if the Campaign is not achieving its objectives.
• Note – by describing the brand, target market, etc., the plan will recognize the expected campaign media but should not dictate the creative. While there may be some assumptions about the creative, the plan should not limit the creative (other than by budget and other practical or relevant dictated constraints). The plan frames the brand, the goals, and how to reach the target market.