Pick up your palette and slap that paint on canvas……We are about to prepare a masterpiece!
Creating an advertising plan is a mix of analytical preparation and creative conceptualization. Who are you trying to reach? What do you want to say to them? How, when and where are you going to reach them? In preparing guideline or framework for your advertising plan you need to concentrate on defining your target market. You want to look at their age, location, marital status, income, and life stage.
Strap down your easel and get ready to develop, is time to begin creative process and strategy. We want to concentrate on appealing to needs or wants of consumers or target base. We need to focus on where people are going to first see our product/service to make an immediate lasting impact. Remember it is all about getting noticed, we need to create ads that resonate on minds and hearts of our viewing audience. There are numerous forms of advertising media we can use, such as; direct mail, public relations promotions, display advertising, directories, brochures/flyers, door to door leaflets, transit ads, internet, TV, radio, Cinema, exhibitions, and trade shows. In its simplest form, your creative strategy needs to answer these three things: What benefit are you promising and what’s your selling proposition? Who are you making it to? Why should they believe you? There are two modes that our customers shopping habits can be classified as, transactional and relational. Transactional customers focus on today’s transaction and they fear paying more than they should have. They are very research oriented and they enjoy comparing and negotiating. At same time these costumers are great for word-of-mouth advertising. Relational customers think of today as a beginning to all transactions to follow.
Timing is an important aspect when placing advertising. If you place an ad too soon, people may forget about your event. If you place an ad too late, people may already have plans or purchased another product. For a seasonal plan, you may want to begin running a campaign early enough to catch people who plan and continue running your ad in order to catch last-minute trip crowd. When developing your plan you need to concentrate on timing of your advertising. We refer to this as purchase frequency –that is, more frequently product is purchased, less repetition is required. Companies need to consider rate at which your advertisement is forgotten, or speed at which buyers forget brand if advertising is not seen nor heard. Most approaches to advertising are divided into two timing schedules; continuous and flight schedules.