An advertising plan outlines a company's advertising efforts and includes four key elements: a creative strategy, media strategy, budget, and action plan. The creative strategy establishes the message, audience, and tone. Advertisers use techniques like repetition, testimonials, appeals to emotion, and association to convince the public. The media strategy selects appropriate media like magazines, newspapers, television, and the internet. The budget allocates money for design and placement. The action plan schedules tasks and specifies media assets, legal constraints, and a campaign plan.