Advertising Plan report
Students are required to produce individually a realistic and effective advertising plan report for the period June to August 2021. Please note that you should develop advertising plan for a brand, product or service . Each student should clearly explain the contents of the advertising campaign including the context analysis, advertising strategy, creative strategy, media planning and buying strategy, campaign implementation process, budgets and measurements of results. Referencing must be carried out using the Harvard System.
The advertising strategy will include carrying out context analysis, setting focused campaign objectives and message strategies aimed at specific target audience. The advertising plan should fit in the strategic marketing plan of the company and its marketing communications activity. Each student should consider the full range of available traditional and digital media channels and justify the use of those they select. Each student is also required to discuss how he/she intends to coordinate and control the campaign across their chosen media vehicles. The analysis should be grounded in appropriate advertising concepts, theories and models.
Individual written advertising plan report- outline
Executive Summary
Background
Business strategy including marketing strategy and marketing communications strategy
2. Context analysis
– Analysis of the brand and the marketing environment
-Identification of marketing opportunity
3. Statement of the advertising strategy
– Definition of target audience and market segmentation and positioning
– Advertising Objectives
– Message strategy
4. Creative strategy
– Big idea
– Creative appeal and message
– Execution strategy message and visuals
5. Media planning and buying
– Assessment of the communication/media environment
– Media objectives
– Media mix
– Media buying
6. Evaluation of alternatives
– Message research and media research
7. Campaign Implementation
– Timing of actions (time frame & frequency), scheduling, Gantt chart
8. Campaign evaluation
-Strategic advertising research
– Pre-tests and post tests
– Measures of campaign outcomes
9. Allocation and justification of budgets
10. Conclusions
List of References cited in the report
List of Bibliography
Appendices
Students are required to produce individually a realistic and effective advertising plan report for the period June to August 2021. Note that you should develop advertising plan for a brand, product or service
Each student should clearly explain the contents of the advertising campaign including the context analysis, advertising strategy, creative strategy, media planning and buying strategy, campaign implementation process, budgets and measurements of results. Referencing must be carried out using the Harvard System.
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