Design for Production

Sangeeta Jain

Lecture 2: Advertising Plan

Advertising Plan

An advertising plan is a detailed outline that

directs a company's advertising effort.

It includes planning the following:

Creative Strategy

Media Strategy

The Budget

The Action Plan

Creative Strategy

Creative Strategy: A creative strategy is an

outline of the message to be communicated by an

advertising campaign, the audience and the tone.

Techniques: Advertisers use several techniques

in order to better convince the public to buy a

product and shape the publics attitude towards

their product. Some of the techniques include:

Creative Strategy Techniques

Repetition: Some advertisers attempt to make the name remembered through repetition.

Testimonials: Advertisers often promote the superior quality of their product through the testimony of users, experts, or both.

Pressure: By attempting to make people choose quickly and without long consideration, some advertisers hope to make rapid sales: "Buy now, before they're all gone!"

Appeal to emotion: Various techniques relating to emotion are used to get people to buy a product such as wishful thinking, appeal to flattery or appeal to ridicule etc.

Association: Advertisers often attempt to associate their product with desirable imagery to make it seem equally desirable.

Media Strategy

Media Strategy: Media strategy is a plan by an

advertiser for bringing advertising messages to

the attention of consumers through the use of

appropriate media. In this class, you may choose

to design for the print or the electronic media.

The Mediums include:

Advertising in magazines

Advertising in national newspapers

Advertising on television

Poster advertising

Direct mail

Exhibitions

Merchandising and point of sale

Ambient Media

Advertising through the Internet

Mobile Communications

Magazine Advertisement

Ambient Media

Direct Mail

Interactive Media

Transportation Advertisement

The Budget

The Budget: A budget is the money a company

sets aside to pay for designing and advertising.

Consider innovative ways to produce cost

effective advertising.

The Action Plan

The Action Plan: An Action Plan is a representation of a project’s schedule, showing the sequence of tasks, which tasks can be performed simultaneously and the most critical tasks to monitor. The plan/chart can be used for an entire project or for a key phase of a project.

It will also specify media assets as required and identify legal and ethical constraints and also a detailed plan of campaign and locations of the proposed advertisements.

Assessment Task 2:

The assessment task will be submitted in the

form of a presentation.

Weight: 25%

Due Date: Week 8 – Monday 9th Sep. 2013