Developing Advertising Plan 8 1 Dr. Mohammed Ibahrine AL AKHAWAYN UNIVERSITY in IFRANE SCHOOL OF HUMANITIES AND SOCIAL SCIENCES COMMUNICATIONS STUDIES PROGRAM

The Advertising Plan The advertising plan is a natural outgrowth of the marketing plan and is prepared in much the same way It picks up where the marketing plan leaves off, building on the goals that have been established for the advertising program

The advertising plan is a natural outgrowth of the marketing plan and is prepared in much the same way

It picks up where the marketing plan leaves off, building on the goals that have been established for the advertising program

The Advertising Plan The advertising plan is a natural outgrowth of the marketing plan and is prepared in much the same way It picks up where the marketing plan leaves off, building on the goals that have been established for the advertising program

The advertising plan is a natural outgrowth of the marketing plan and is prepared in much the same way

It picks up where the marketing plan leaves off, building on the goals that have been established for the advertising program

Determining the Advertising Strategy The advertising objective declares what the advertiser wants to achieve with respect to consumer awareness, attitude, and preference

The advertising objective declares what the advertiser wants to achieve with respect to consumer awareness, attitude, and preference

Determining the Advertising Strategy The advertising strategy describes how to get there Advertising strategy consists of two sub strategies: The creative strategy The media strategy

The advertising strategy describes how to get there

Advertising strategy consists of two sub strategies:

The creative strategy

The media strategy

Determining the Advertising Strategy The creative strategy is a guide for those developing the advertising: The creative strategy Defines the target audience Restates the ob jective of the advertising Specifies the key benefits to be communicated Offers support for those benefits

The creative strategy is a guide for those developing the advertising:

The creative strategy

Defines the target audience

Restates the ob jective of the advertising

Specifies the key benefits to be communicated Offers support for those benefits

Determining the Advertising Strategy The media strategy provides direction to the media planners: Defines the communication objectives that must be achieved Describes how these will be accomplished through the use of media vehicles

The media strategy provides direction to the media planners:

Defines the communication objectives that must be achieved

Describes how these will be accomplished through the use of media vehicles