An advertising plan is a detailed outline that
directs a company's advertising effort.
It includes planning the following:
The Action Plan
Creative Strategy: A creative strategy is an
outline of the message to be communicated by an
advertising campaign, the audience and the tone.
Techniques: Advertisers use several techniques
in order to better convince the public to buy a
product and shape the publics attitude towards
their product. Some of the techniques include:
Creative Strategy Techniques
Repetition: Some advertisers attempt to make the name remembered
Testimonials: Advertisers often promote the superior quality of their
product through the testimony of users, experts, or both.
Pressure: By attempting to make people choose quickly and without
long consideration, some advertisers hope to make rapid sales: "Buy
now, before they're all gone!"
Appeal to emotion: Various techniques relating to emotion are used
to get people to buy a product such as wishful thinking, appeal to
flattery or appeal to ridicule etc.
Association: Advertisers often attempt to associate their product with
desirable imagery to make it seem equally desirable.
Media Strategy: Media strategy is a plan by an
advertiser for bringing advertising messages to
the attention of consumers through the use of
appropriate media. In this class, you may choose
to design for the print or the electronic media.
The Mediums include:
Advertising in magazines
Advertising in national newspapers
Advertising on television
Merchandising and point of sale
Advertising through the Internet
The Budget: A budget is the money a company
sets aside to pay for designing and advertising.
Consider innovative ways to produce cost
The Action Plan
The Action Plan: An Action Plan is a representation
of a project’s schedule, showing the sequence of
tasks, which tasks can be performed simultaneously
and the most critical tasks to monitor. The plan/chart
can be used for an entire project or for a key phase
of a project.
It will also specify media assets as required and
identify legal and ethical constraints and also a
detailed plan of campaign and locations of the
Assessment Task 2:
The assessment task will be submitted in the
form of a presentation.
Due Date: Week 8 – Monday 9th Sep. 2013