The document outlines the key components of developing an advertising plan in 3 sentences: It begins by discussing setting goals and objectives for the advertising campaign as well as analyzing the consumer market and competition. Next, it covers the creative elements of an advertising campaign including copywriting, copy testing, visual layout, and setting the advertising budget. Finally, it addresses implementing the advertising program through facilitating agencies while considering social and legal constraints.

1. Developing
Advertising
Plan «
«

2. Presented By
Man Mohan Anand
amiable.anand@yahoo.com
«
MBA (Marketing & Operations) | 2009-11
M.S.Ramaiah Management Institute, Bangalore

3. Advertising Plan

4. Advertising Plan Strategy
Consumer / Market Analysis
Situation Analysis
Competitive Analysis
Role of Advertising, Sales Force
Marketing Program Price, Promotion, Public Relation
Objectives / Segmentation / Positioning
The
Advertising Program Message Strategy and Tactics
Communications
Media Strategy and Tactics
Facilitating Agencies
Implementation
Social and Legal Constraints

5. Setting Goals &
Objectives
 Create Brand Awareness  Work on Brand Image, Attitude &
 Attracting New Customer from Personality
other Brand  Identify Target Segments
 Increase Brand Loyalty  Understand People Demand Profile
 Reduce Attrition & Price  Plan It, Then Work It
Elasticity
 Product/service promotion

6. Creative Elements of an
Advertising Campaign «
 Copy Writing
 Copy Testing
 PRE & POST Research
 Visualising & Layout
 Storyboard
 Setting up Advertising Budget

7. Copywriting
 Cash in on your personal experience
 Organize your experience
 Write from the heart
 Learn from the experience of others
 Review previous advertisement of the product
 Study competitor's ads
 Study testimonial form customers
 Solve the prospect’s problem

8.  Pre & Post Testing of Ad’s
 It Determines…
 Degree of Understanding
 Ad’s Effectiveness
 Impact of Advertisement
 Believability
 Identify loop holes
 Include Print, TV, Radio,
Internet etc.
 This Technique is used to
shorten Ad’s
Copy Testing
http://www.esomar.org/index.php/glossary-c.html

9. Research Methodologies
PRE Research Methodology
POST Research Methodology

10. Layouts
The layout activity involves bringing all the
pieces together before the advertising is
sent out for production.
Layout involves decisions as to “How the
various components of headline,
illustration, copy are to be arranged and
positioned (Visualizing the creative idea)
before the final take
Five consideration for developing the
layout :
 Balance
 Contrast
 Proportion
 Gaze-motion
 Unity

11. Storyboard
1 2 3
4 5 6
7 Storyboards are graphic organizers such as a series of
illustrations or images displayed in sequence for the
purpose of pre-visualizing a motion picture, animation,
motion graphic or interactive media sequence, including
website interactivity

12. Setting of Advertising Budget
Stages in
Product Life
Cycle
Market Share
Product
& Consumer
Substitutability
Base
Advertising
Budget
Advertising Competition &
Frequency Clutter

13. References for Further Study
EBooks:
 Marketing Management – Philip Kotler (Chapter 17)
 Advertising Management – Rajeev Batra
 Advertising & Promotion – An Integrated Marketing Communications Perspective
Websites:
 http://www.google.co.in
 http://tutor2u.net/business/marketing/promotion_advertising.asp
 http://www.knowthis.com/principles-of-marketing-tutorials/
 http://www.advertisingmadeeasy.com/abc.asp

14. Any Questions???