Before you start advertising this or that product or service, you need to determine exactly how you will do it. For this, an advertising plan is drawn up, in which it is written for whom, when and what activities will take place during the entire campaign.
Necessary
- - money;
- - the results of the target audience research;
- - computer.
Instructions
Step 1
Indicate the goals and objectives of the upcoming advertising campaign. The plan should begin with an explanation of why the actions described in it should be carried out and how this might affect the organization's operations.
Step 2
Define your target audience. If you don’t know who the advertisement is for, you will not be able to achieve the desired result. For advertising to hit its target, you need to limit the circle of people who can become potential consumers of your product. Based on this data, you can design a more effective campaign.
Step 3
Designate the communication channels through which the advertising impact will be carried out. The choice of channels is determined by the target audience identified at the previous stage. For example, off-time TV advertising would be wise if you need to get the attention of schoolchildren and housewives.
Step 4
Determine when and how often you want your ad message to go out and reflect that in your plan. As a rule, its frequency should not be lower than 3. Otherwise, the funds will be wasted.
Step 5
Create matrices of goals and channels, as well as audiences and channels. By comparing the data obtained, you can clearly demonstrate the rationality of the choice of your proposed technologies.
Step 6
Make a layout plan. It can be represented in the form of a table, the columns of which represent the time periods, and the rows represent the channels and means of communication. This outline shows at what time and where the advertising message will appear. It plays a significant role, especially when you have to choose between multiple media plans.
Step 7
Calculate the budget for the most successful media plan. Usually, a limited amount is allocated for an advertising campaign, which cannot be exceeded. Therefore, before calculating the budget, you need to answer the question of how much money the company is willing to spend in order to achieve this or that result.
