MC4307-Ch11 - 8/2/11 Chapter 11: Preparing the Plans Book...

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8/2/11 1 Chapter 11: Preparing the Plans Book MC4307: Advertising Campaigns Emmeline Aguirre, MA Purpose of the Plans Book Who the client is. What the problem is. How you plan to solve the problem. Why your recommendations are superior to other possibilities. Chapter 11: Preparing the Plans Book MC4307 Advertising Campaigns Functions and Limitations Make sure your thinking and presentation are well-organized. Flow logically from problem analysis through strategic and tactical recommendations. Reasoning should be apparent and well supported to establish credibility and gain confidence. Chapter 11: Preparing the Plans Book MC4307 Advertising Campaigns
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8/2/11 2 Functions and Limitations Becomes key document to manage campaign. Should tell client what is right and wrong with the current market situation and what should be done to resolve the problems. Chapter 11: Preparing the Plans Book MC4307 Advertising Campaigns Writing the Plans Book Introduction Situation Analysis Problems and Opportunities Target Market Profile Marketing and Advertising Objectives Budget Marketing Communication Overview Advertising Strategy Integrated Communications Campaign Evaluation Chapter 11: Preparing the Plans Book MC4307 Advertising Campaigns Writing the Plans Book Appendices Cover Page Title Page Table of Contents Executive Summary Chapter 11: Preparing the Plans Book MC4307 Advertising Campaigns
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8/2/11 3 Writing the Plans Book: Introduction Overview of what the plans book contains. Explained in very general terms. Usually no more than a paragraph. May include nature of project, campaign length, budget. Not necessary if you include executive summary. Chapter 11: Preparing the Plans Book MC4307 Advertising Campaigns Writing the Plans Book: Situation Analysis Company Analysis Consumer Analysis Market Analysis Product Analysis Competitive Analysis Chapter 11: Preparing the Plans Book MC4307 Advertising Campaigns Company Analysis Don’t confuse what you need to know to produce the campaign with what you need to report to the client. Doesn’t need to be extensive. Chapter 11: Preparing the Plans Book MC4307 Advertising Campaigns
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8/2/11 4 Company Analysis Company Culture and Mission History of Company’s Problems Industry or Generic Demand Trends Miscellaneous Trends New Opportunities Chapter 11: Preparing the Plans Book MC4307 Advertising Campaigns Consumer Analysis Describes consumer in detail. Provides insight into how they think, feel, and behave. This is not the section for determining target audience. Chapter 11: Preparing the Plans Book
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MC4307-Ch11 - 8/2/11 Chapter 11: Preparing the Plans Book...

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