VIDEO: Create an advertising plan
In order to advertise successfully, you need some planning and analysis. This is necessary in order to be able to plan all factors and to be able to advertise as prepared as possible. The advertising plan is still not a one hundred percent guarantee that the advertising will be successful, but it is the greatest possible safeguard.
Preparation for the advertising plan
- Before you go into detail with the advertising plan and set a budget or the like, you should create an environment or Perform competitor analysis.
- To do this, take a close look at what the competition is offering and think about how you rank and how you advertise. These insights should influence fundamental elements in your advertising plan.
- With this analysis, you can see what works, what doesn't, and what is better for the competition can be done and what you highlight as special and unique in yourself and your company can.
The seven elements of the advertising plan
- Advertising goal: Think about why you want to advertise. Do you want to increase sales? Awareness or what is your goal?
- Advertising budget: How much money are you willing to spend on advertising? Determining the budget is essential for further planning, such as the advertising medium or the advertising duration.
- Advertising object: what do you want to advertise? Think about whether it should be, for example, a product advertisement, an assortment advertisement or an image advertisement.
- Target Audience (s): Ask yourself who should court. Who should pick up the advertising message? Who should the customers be? This includes, for example, certain age or occupational groups, income groups, etc. This also depends on which advertising media you should select.
- Distribution area: Here you specify in the advertising plan where you want to advertise - regional, national, in your own city, in suburbs, etc.
- Advertising medium: At this point in your advertising plan, you determine how you want to advertise, i.e. which advertising medium you can best reach your chosen target group; for example via television or radio advertising, flyers or newspaper advertisements.
- Advertising duration: In the last point you determine the period of your advertising placement. Determine when and how long you want to advertise. Determine whether you want your advertising to be seasonal or casual.
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When you have created your advertising plan, you can get down to the specific ideas and content for your advertising.
