The Marketing Plan, 4th Edition

9 The Advertising Plan

There are four separate aspects to an advertising plan that you must consider, as shown in Figure 9–1. You normally develop your two strategies and two plans before you write your objectives. We will discuss objectives at the end of the chapter.

Figure 9–1 Components of an advertising plan.

Let’s start with the creative strategy. The creative strategy does not write the ad, but gives you guidance for developing the advertising and serves as a research tool to test whether your communications are on target. The creative strategy is normally written by the creative people in the advertising department, but it applies to all ...