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.

1. Design for Production
Sangeeta Jain

2. Lecture 2: Advertising Plan

3. Advertising Plan
 An advertising plan is a detailed outline that
directs a company's advertising effort.
 It includes planning the following:
 Creative Strategy
 Media Strategy
 The Budget
 The Action Plan

4. Creative Strategy
 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:

5. Creative Strategy Techniques
 Repetition: Some advertisers attempt to make the name remembered
through repetition.
 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.

6. Media Strategy
 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.

7. The Mediums include:
 Advertising in magazines
 Advertising in national newspapers
 Advertising on television
 Poster advertising
 Direct mail
 Exhibitions
 Merchandising and point of sale
 Ambient Media
 Advertising through the Internet
 Mobile Communications

8. Magazine Advertisement

9. Ambient Media

10. Direct Mail

11. Interactive Media

12. Transportation Advertisement

13. The Budget
 The Budget: A budget is the money a company
sets aside to pay for designing and advertising.
 Consider innovative ways to produce cost
effective advertising.

14. 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
proposed advertisements.

15. Assessment Task 2:
 The assessment task will be submitted in the
form of a presentation.
 Weight: 25%
 Due Date: Week 8 – Monday 9th Sep. 2013