This document provides guidance on writing an advertising plans book. It outlines the typical sections included such as executive summary, situation analysis, target market, objectives, strategies and evaluation. For the situation analysis, it recommends analyzing the company, consumer, market, product and competition. The target market section should profile the primary target based on demographics, behaviors and values. The strategies section overviews the advertising, sales promotion, PR and direct marketing components along with rationale. It also provides details on developing the creative and media strategies to align with the objectives.

1. Writing the Plans Book ADVERTISING CAMPAIGNS

2. TABLE OF CONTENTS EXECUTIVE SUMMARY SITUATION ANALYSIS PROBLEMS AND OPPORTUNITIES TARGET MARKET OBJECTIVES BUDGET STRATEGIES EVALUATION APPENDIX

4. WHAT IS THE LENGTH

5. WHAT IS THE BUDGETKEEP SHORT AND GENERAL

6. SITUATION ANALYSIS FIVE SUBPARTS: COMPANY CONSUMER MARKET PRODUCT COMPETITION AVOID REDUNANCY

7. COMPANY ANALYSIS NOT EVERYTHING YOU KNOW SHOWS CLIENT YOU ARE ON SAME PAGE COMPARE TO OTHER COMPANIES

9. History of problem at hand

10. Opportunities

11. Industry trends

12. Miscellaneous trends

13. Economic

15. COMPANY PROBLEMS Focus on Sales and Profits Show five year trends Establishes you know what’s going on and can help

16. INDUSTRY TRENDS Compare company’s situation to industry as a whole Save competitive data for later Creates perspective for what follows

17. MISCELLANEOUS TRENDS Use charts and graphs to discuss: Technology Social Environmental Economic Lifestyles

18. OPPORTUNITIES Paint a rosy but NOT unrealistic picture about where the brand can go Tease what is to follow

19. CONSUMER ANALYSIS KEY HERE IS INSIGHT, NOT DETERMINING TARGET THIS WILL BE BASIS FOR TARGET

20. CONSUMER ANALYSIS Who are the customers? What motivates them to buy? What do they seek in a product? How do they look at life?

21. CONSUMER ANALYSIS Use MRI and Simmons Show charts and graphs Explain index numbers Focus on Product Usage columns

22. CONSUMER ANALYSIS MOTIVATIONS USE PRIMARY RESEARCH USE FOCUS GROUPS JUDICIOUSLY

23. CONSUMER ANALYSIS CONSUMER NEEDS, WANTS, PROBLEMS AND INTERESTS DISCUSS RELATIVE TO IMPORTANCE BE INTUITIVE AND GIVE OPINIONS

28. COMPETITIVE ANALYSIS EXTEND CONSUMER WANTS AND NEEDS ANALYSIS TO COMPETITION CONSIDE DIRECT AND INDIRECT COMPETITION DIRECT = OTHER BRANDS INDIRECT = OTHER CATEGORIES SUPERMARKETS VS RESTAURANTS

29. PROBLEMS AND OPPORTUNITIES DRAWN FROM SITUATION ANALYSIS SUMMARIZE EACH AREA OF ANALYSIS AND STATE PROBLEM AVOID STATING SOLUTION

30. PROBLEMS AND OPPORTUNITIES COMPANY ANALYSIS PROBLEM CONSUMER ANALYSIS PROBLEM

31. PROBLEMS AND OPPORTUNITIES COMPANY ANALYSIS (DIFFERENT) OPPORTUNITY CONSUMER ANALYSIS OPPORTUNITY

32. PROBLEMS AND OPPORTUNITIES OPPROTUNITIES TARNSLATE INTO SALES POTENTIAL FOCUS ON: NEW USERS MORE USAGE FROM CURRENT NEW USES FOR PRODUCT

33. PROBLEMS AND OPPORTUNITIES KEEP RELEVANT TO MARKETING COMMUNICATIONS CAN’T SOLVE DISTRIBUTION, CUSTOMER SERVICE OR RETAIL LOCATION PROBLEMS

34. TARGET MARKET PROFILE SETS UP ADVERTISING OBJECTIVES CREATES FOCUS NOT ALWAYS HEAVIEST USERS BUT LIKELY SOURCE OF GREATEST GROWTH HEAVY USERS DO UNDERSTAND BRAND BEST AND PROVIDE INSIGHT

35. TARGET MARKET PROFILE TYPICAL TARGET PROFILE HEAVY USERS (X% USERS AND X% TOTAL CONSUMPTION) FEMALE HOMEMAKERS AGES 25 TO 49, HIGH SCHOOL EDUCATION BLUE COLLAR OCCUPATION HH INCOME $24-40,000, FAMILY SIZE 3+ RESIDE IN B & C COUNTIES, EAST & MIDWEST REGIONS

36. TARGET MARKET PROFILE AVOID NARRATIVE OF TARGET IN PLAN BOOK MAY HAVE MULTIPLE LARGE PRIMARY TARGETS AND SEVERAL SMALLER ONES COMBINED CONSDIER SECONDARY TARGET TRADE OR CONSUMER

37. MARKETING OBJECTIVES FOR LARGER CLIENTS: RESTATE MARKETING OBJECTIVES TO TIE THEM TO WHAT FOLLOWS FOR SMALLER CLIENTS: CREATE OBJECTIVES BASED ON: SALES SHARE OF MARKET

38. BUDGET SHOW HERE RELATIVE TO MARKETING OBJECTIVES, OR NEAR END, AFTER EVALUATION THIS SPOT CAN SHOW DERIVATION OF BUDGET

39. STRATEGIES OVERVIEW OF COMPONENTS: ADVERTISING SALES PROMOTION PR DIRECT MARKETING INCLUDE A RATIONALE FOR EACH

40. STRATEGIES ADVERTISING CREATIVE MEDIA

41. CREATIVE STRATEGY THE CREATIVE BRIEF ….IN LONGER FORM

43. OBJECTIVES:

44. AWARENESS

45. COMPREHENSION

46. ATTITUDE

47. IMAGE

48. USE ACTION WORDS LIKE:

49. ESTABLISH

50. CONVINCE

51. EDUCATE

53. POSITIONING

54. BIG IDEA

55. TONE

56. THEME

58. SCRIPTS

60. OBJECTIVES (REACH/FREQUENCY)

61. STRATEGY

62. TARGET AUDIENCE

63. MEDIA (TV, RADIO, PRINT)

64. MIX (% OF ABOVE WITH RATIONALE)

65. TIMING (CALENDAR)

66. TACTICS (NETWORKS, STATIONS, MAGS, NEWSPAPERS, SEARCH

68. EVALUATION OPTIONS FOR JUDGING RESULTS CLIENT MAY USE ALREADY AGENCY CAN SUGGEST

69. TOTAL BUDGET INCLUDE ALL ELEMENTS SHOW AS CHART AND SPREADSHEET CAN INCLUDE AS APPENDIX

70. REMEMBER START WITH OUTLINE DEVELOP TABLES AND GRAPHS NEXT BE CONCISE AND FACTUAL USE RESEARCH AS RATIONALE OBJECTIVES = SPECIFIC, MEASUREABLE & WITHIN TIMEFRAME