1. Course instructor : Miss .Saima Kausar
ADVERTISING STRATEGY AND PLANNING

2. MARKETING PLAN
• An effective advertising plan is only one part of
your overall marketing plan. Effective advertising
and promotional materials are born from strong
marketing plan.
• Great advertising, start with a solid marketing
plan.

3. • Information about customers, products and
services, competition.

4. • calculates the size or potential of market .

5. • helps to efficiently allocate money and
resources.

6. • provides focus, guidance, and direction for
effective advertising and business practices.

7. • positions your company in the marketplac e.

8. • proper customer management and retention.

9. MARKETING PLAN PROVIDES:
• communications strategy; It helps entire
company to give a planned, clear,
comprehensive, and consistent message to your
customers, employees, investors, and business
partners

10. ADVERTISING PLAN
• Detailed outline of a firm's or a product's
advertising campaign which shows what are the
advertising objectives, how they will be
achieved, and what commitment of resources is
required..

11. NEED FOR AN ADVERTISING PLAN:
• Effective advertising lowers your cost of doing
business.

12. • Minimal, limited duration, or random advertising
equals wasted money.

13. • Advertising is not creative or funny if it does not
bring in clients.

14. • Advertising has a cumulative effect, and is a
long-term investment. Sales response builds
over time if advertising is consistent.

15. • With consumer goods and services, marketing
and advertising affects your market share more
than price does.

16. • Effective advertising comes from solid planning
and high quality production

17. • Synergy is a real thing in advertising. It comes
from the cumulative effect of all of your
marketing materials working together

18. • There are limits to what advertising can
accomplish, even with an unlimited budget.
Advertising cannot make up for poor
quality, service, or timing.

19. CREATING AN EFFECTIVE ADVERTISING PLAN
• Define Your Customers
I. Poorly targeted advertisement hinders affectivity
II. Advertising for whole world would make it monotonous
III. Make no mistake – your advertising plan needs a clear,
concise, written definition of who your customers are. Age,
sex, marital status, economic status, geographic location,
what they read, think, trust, value, desire, and any and all
other relevant information should be included in your
definition.

20. Define What Makes You Unique:
• Finding the USP
• Make a list of the benefits you offer
• What benefit is most important to your customers? [Ask
them].
• What benefit is hard for your competitors to copy?
• What benefit can be clearly communicated to your
customers? Is it easy to understand? Is the benefit really
desirable to the customer?

21. SET ADVERTISING GOALS AND OBJECTIVES
• ads are supposed to do more than just bring you customers -
they are supposed to bring you more profitable customers.
• [Desired Sales / Value per customer = # of customers required].
• If you have carefully positioned your company with a unique
selling position [USP], and you are making a competitive offer,
then you can assume a certain rate of response from your target
audience.
• If your newspaper can’t deliver that big of an audience, then you
can’t expect that big of a response .

22. • Timing & Scheduling
• Don’t Reinvent the Wheel
• Evaluation And Follow Through