Advertising Plan: Examples & Overview

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  • 0:00 What Is an Advertising Plan?
  • 0:52 Developing an Advertising Plan
  • 2:06 Types of Advertising Plans
  • 3:14 Lesson Summary
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Lesson Transcript
Instructor: Steven Coleman

Steven has his Bachelors in Communication and has earned his Masters in Education. He is also in the process of pursuing his Doctorate degree.

Advertising plan is a strategy used by an organization to promote their product. In this lesson, you will learn what an advertising plan is, followed by short a quiz.

What Is an Advertising Plan?

Have you ever visited your favorite website and noticed all of the advertisements? Have you ever walked down the street and someone handed you a flyer? Or have you ever watched a television show and noticed the commercials? These ads and commercials are all examples of components of an advertising plan, which is a strategy used by an organization to promote their product.

A lot of planning goes into developing an advertising plan. When creating an advertising plan, you must know who your target audience is, what resources will be used to promote your product, and when the best time is to advertise the product. For example, which season best fits your product: winter, spring, summer, or fall? Lastly, knowing where the best place is to advertise your product is also important. For example, targeting specific cities or neighborhoods.

Developing an Advertising Plan

Before any company launches a product they typically develop an advertising plan. The purpose of an advertising plan is to let the public know that their product exists. When developing an advertising plan, it is also important to know and understand your target audience. Your target audience consists of the people or industries your business serves, i.e., women, men, children, or schools, stores, farmers, etc.

Where you plan to advertise your product is equally as important as who. Advertising platforms are where you will market your product. For example, a company can market their product on the radio, television and newspaper. The cost of advertising should be taken into consideration as well. The cost can vary depending on where and how often you plan to promote your product. For example, the cost of advertising on a website is much different than advertising on a billboard.

Those who develop advertising plans also have to take into account who their direct competitors are. Knowing your direct competitors helps you understand which approach to advertising you should take. It also shows the voids in the market and who you should cater your advertising to. For example, Whole Foods Market discovered that there was a void in the market that catered to customers who preferred organic food products.

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