Advertising Plan

Posted in Marketing and Strategy Terms, Total Reads: 672

Definition: Advertising Plan

An advertising plan is a strategy about how a company is planning to communicate to its audience. In the plan you define your audience and the medium to reach out to them. Communication mediums may include newspaper ads, billboards, email, social media like Facebook, twitter, linked in, direct mail such as fliers or postcards.

How to write a plan

Ask 3 questions before writing a plan

1. What do we want to achieve through the plan- Our objectives and goals.

The goal may be to increase the reach or the awareness of the product or to increase the sales. An advertising plan need not be very complex but it should be formal and written to help the client understand about the approach of the plan.

2. How will we reach those targets? The cost, time required, resources will be discussed.


An advertising budget should be prepared very carefully. Firm should never overspend on any one platform. Instead all the platforms should be used for small promotions and based on the performance the budget should be increased. The results take time for any campaign.


Depending upon the types of customer the medium should be used. It is ok to be present on all platforms but the focus should be on the one where your maximum audience is available. Like whether you have to advertise on Newspaper or Facebook or Television it depends upon the audience.


Professional assistance may be helpful. The ads should be very simple to convey the message to the common people without any difficulty. The ads should not be too wordy and some visual effects should be included to make it a bit interesting.


3. How to measure the results? Measuring the performance of the plan as per the targets set.



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