Ibahrine 7 Developing Advertising Plan

Ibahrine 7 Developing Advertising Plan

• 1.
  Developing Advertising Plan 8 1 Dr. Mohammed Ibahrine AL AKHAWAYN UNIVERSITY in IFRANE SCHOOL OF HUMANITIES AND SOCIAL SCIENCES COMMUNICATIONS STUDIES PROGRAM
• 2.
  The Advertising PlanThe advertising plan is a natural outgrowth of the marketing plan and is prepared in much the same way It picks up where the marketing plan leaves off, building on the goals that have been established for the advertising program
• 3.
  The Advertising PlanThe advertising plan is a natural outgrowth of the marketing plan and is prepared in much the same way It picks up where the marketing plan leaves off, building on the goals that have been established for the advertising program
• 4.
  Determining the AdvertisingStrategy The advertising objective declares what the advertiser wants to achieve with respect to consumer awareness, attitude, and preference
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  Determining the AdvertisingStrategy The advertising strategy describes how to get there Advertising strategy consists of two sub strategies: The creative strategy The media strategy
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  Determining the AdvertisingStrategy The creative strategy is a guide for those developing the advertising: The creative strategy Defines the target audience Restates the ob jective of the advertising Specifies the key benefits to be communicated Offers support for those benefits
• 7.
  Determining the AdvertisingStrategy The media strategy provides direction to the media planners: Defines the communication objectives that must be achieved Describes how these will be accomplished through the use of media vehicles