Ibahrine 7 Developing Advertising Plan

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Ibahrine 7 Developing Advertising Plan

  1. 1. Developing Advertising Plan 8 1 Dr. Mohammed Ibahrine AL AKHAWAYN UNIVERSITY in IFRANE SCHOOL OF HUMANITIES AND SOCIAL SCIENCES COMMUNICATIONS STUDIES PROGRAM
  2. 2. The Advertising Plan <ul><li>The advertising plan is a natural outgrowth of the marketing plan and is prepared in much the same way </li></ul><ul><li>It picks up where the marketing plan leaves off, building on the goals that have been established for the advertising program </li></ul>
  3. 3. The Advertising Plan <ul><li>The advertising plan is a natural outgrowth of the marketing plan and is prepared in much the same way </li></ul><ul><li>It picks up where the marketing plan leaves off, building on the goals that have been established for the advertising program </li></ul>
  4. 4. Determining the Advertising Strategy <ul><li>The advertising objective declares what the advertiser wants to achieve with respect to consumer awareness, attitude, and preference </li></ul>
  5. 5. Determining the Advertising Strategy <ul><li>The advertising strategy describes how to get there </li></ul><ul><li>Advertising strategy consists of two sub strategies: </li></ul><ul><ul><ul><li>The creative strategy </li></ul></ul></ul><ul><ul><ul><li>The media strategy </li></ul></ul></ul>
  6. 6. Determining the Advertising Strategy <ul><li>The creative strategy is a guide for those developing the advertising: </li></ul><ul><ul><ul><li>The creative strategy </li></ul></ul></ul><ul><ul><ul><li>Defines the target audience </li></ul></ul></ul><ul><ul><ul><li>Restates the ob jective of the advertising </li></ul></ul></ul><ul><ul><ul><li>Specifies the key benefits to be communicated Offers support for those benefits </li></ul></ul></ul>
  7. 7. Determining the Advertising Strategy <ul><li>The media strategy provides direction to the media planners: </li></ul><ul><ul><ul><li>Defines the communication objectives that must be achieved </li></ul></ul></ul><ul><ul><ul><li>Describes how these will be accomplished through the use of media vehicles </li></ul></ul></ul>

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