Advertising Plan

Many factors have to be considered when making an advertising plan. Like the type of message to be delivered, the audience to be targeted, how they should be targeted, budget, etc. all of which depends on the nature of the advertisement.

Regarding the type of message to be delivered, try thinking from the point of the customer. What will impress him and catch his fancy. Note down points what the customer expects from the company and what advantage will he have when dealing with the company. Effort should be made to retain viewer or listeners or readers interest in the advertisement until the end. This procedure is known as message selection.

After creating the outline of the picture, pick lines that will actually attract the customer. The message shouldnt be long enough to bore the customer. Some advertisers are under the illusion that more the matter written, the better the message delivered. Usually they fear that they dont miss out any information. This does nothing but decreases the effectiveness of the ad and customer is left unsatisfied.

For example, the heading of the advertisement shouldnt be just We Sell Clothes, which is too precise. The liking of the people should be studied and the headline should be designed such that the customer feels that his needs are met. It should also take into consideration seasonal changes like If the season at that time is summer and there are lots of beaches around that area, the heading of the ad should be something like Summer Clothes for Sale or Get the heat off Buy Swimwear. The body of the advertisement should talk of the necessities to switch to summer clothes like cotton clothing. It should discuss the health point of view too, like cotton cannot be used as swimwear as it will cause contamination, therefore the swimwear is made of synthetic material. Also include lines about swimwear for overweight people.

Ads are either traffic builder or relationship builders or reputation builder. Suppose the budget involved is less, the target should be relationship builder. Because once the customers are established, they will start trusting the company and wont switch to other companies. According to a research it takes ten percent less resources to retain existing customers than attracting new customer. If the focus is on brand recognition, the advertisement should be traffic building.

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