This document provides an outline for an advertising plan for a new consumer product. It includes sections for an executive summary, product concept description, target market, basis for recommendation, company background, strategic fit, forecasting of revenue and units, and development and timing plans. The purpose is to clearly describe the new product, its target consumers, and provide rationale for why the company should pursue it, including forecasts and development timeline.

1. MKTG 575 4
Running head: TITLE IN LESS THAN 51 CHARACTERS
CAPITALIZED
Advertising Plan
Your Name Here
Keller University
Date (optional)
Executive Summary
Introduction
Start your paper here. An introduction paragraph is a good idea.
It should state the purpose of the BFI paper about your
consumer product and provide a roadmap for the reader. Indent
five spaces the first sentence in each paragraph.
Recommendation Overview
Indent first sentence in each paragraph five spaces. The
product concept should be spelled out very clearly.
Purpose of the Project
This section summarizes who, what, where, when, why, and
maybe how; it explains the purpose of the project.
Product Concept Description
Describe of your product …this area can be brief. But,
physically describe the offering, does it come in different
colors, different engines, what choices does the consumer have?
Pricing, Promotion, & Placement Concept Description
Describe of your product’s pricing, promotion, and channel of
distribution (or placement plan – where can consumer’s buy
this) …this area can be brief – one sentence for each is fine.

2. Pricing
xxx
Promotion
xxx
Placement (Channel of Distribution)
xxx
Target Market
Indent first sentence in each paragraph five spaces – ages,
incomes, genders, psychographics? What is the size of this new
target market? Remember, this is the consumer that will buy
this product and use the product.
Basis for Recommendation
This provides your rationale as to why the company should
pursue this product. You will need at least three to five solid
reasons in support of your idea.
Company Background
Include the name of the company that will fund own this
product offering. Is this an existing company or a new venture?
Strategic Fit
Does this idea fit the corporate strategy or business line – why?
If you did not use an existing company – then what is your
corporate strategy to get your brand known. This can be a
difficult task to do when you are entering a ‘new to the world’
brand. What is your plan?
Forecast - Revenue & Unit Estimates
Consider the revenue and unit expenditure – use tables here
along with text, present in an organized manner. Consider the
capital requirements – use tables here along with text if needed,
present in an organized manner. This is a general forecast on
your profitability. Do not stress about this – but make a good

3. effort at identifying the profitability you may see in regards to
this venture. Instead of the below titles, you might use
Monthly costs if you were opening a store – what is the rental
of your new location and include an estimate on utilities. How
many units are you going to sell each month – so you could
include a column that is Units Projected to Be Sold Monthly.
Truly it is easy as this – make a good effort to identify
profitability. .
Unit Cost
Sales Cost
Revenue
Concept Development Plan
What is required to get this concept developed and tested?
Project Timing
Provide an overview of your timing for this project and discuss
any issues and road blocks that might occur.
Project Contingency Plan
All good managers have a contingency plan, what is yours?
Conclusion
Your final paragraph should provide a summary of your paper.
This reminds the reader of where you took them on your road
trip. It is similar to reviewing your photographs after a
vacation. There should be no new information included in the
conclusion.
References
APA format please
Consider using this web site for assistance:

4. http://www.calvin.edu/library/knightcite/index.php