Below is a complete, exam-ready answer on Planning of Advertisement, written in simple language, proper headings, steps, examples, and points, suitable for B.Com / BBA / MBA / Advertising Management exams.
Planning of Advertisement
Meaning of Advertisement Planning
Advertisement planning is the systematic process of deciding in advance:
What to advertise
How to advertise
When to advertise
Where to advertise
To whom to advertise
It ensures that advertising efforts are effective, economical, and goal-oriented.
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Definition
Advertising planning refers to the formulation of advertising objectives, selection of media, preparation of advertising message, fixation of budget, and evaluation of results in order to achieve marketing goals.
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Objectives of Advertisement Planning
1. To inform consumers about products or services
2. To persuade customers to buy
3. To create brand awareness
4. To increase sales and market share
5. To face competition effectively
6. To build brand image and goodwill
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Steps / Process of Advertisement Planning
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1. Identification of Advertising Objectives
The first step is to clearly define what the advertisement aims to achieve.
Types of Objectives
Informative (new product launch)
Persuasive (brand switching)
Reminder (repeat purchase)
Example
Launching a new detergent → Informative advertising
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2. Identification of Target Audience
The advertiser must identify who the advertisement is meant for.
Factors
Age
Gender
Income
Occupation
Lifestyle
Example
Youth → Smartphones
Housewives → Kitchen appliances
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3. Determining Advertising Budget
Budget refers to the amount allocated for advertising.
Methods of Budgeting
Percentage of sales method
Competitive parity method
Objective and task method
Affordable method
Importance:
Budget affects media choice, frequency, and creative quality.
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4. Designing Advertising Message (Copy Planning)
This step involves creating the advertising message.
Includes
Headline
Copy
Illustration
Appeal
Slogan
Types of Appeals
Emotional appeal
Rational appeal
Moral appeal
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5. Selection of Advertising Media
Media selection means choosing the most suitable channel to reach the target audience.
Types of Media
Print media (newspapers, magazines)
Electronic media (TV, radio)
Digital media (social media, websites)
Outdoor media (hoardings, banners)
Factors Affecting Media Selection
Nature of product
Target audience
Cost
Reach and frequency
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6. Scheduling of Advertisements
Scheduling refers to deciding the timing and frequency of advertisements.
Types of Scheduling
Continuous scheduling
Seasonal scheduling
Pulsing scheduling
Example
Umbrella ads during monsoon season
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7. Coordination with Other Promotional Activities
Advertising should be integrated with:
Sales promotion
Personal selling
Public relations
This creates Integrated Marketing Communication (IMC).
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8. Execution of Advertisement
The approved advertisement is finally:
Designed
Produced
Released through selected media
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9. Evaluation and Control
This step measures the effectiveness of advertisement.
Methods of Evaluation
Sales analysis
Consumer feedback
Recall tests
Brand awareness surveys
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Importance of Advertisement Planning
1. Ensures proper utilization of funds
2. Helps in achieving marketing objectives
3. Avoids wasteful advertising
4. Improves communication effectiveness
5. Enhances brand image
6. Provides competitive advantage
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Limitations of Advertisement Planning
1. High cost
2. Time consuming
3. Difficulty in measuring results
4. Uncertainty of consumer response
5. Media clutter
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Example / Case Study
Case: Amul Advertising
Amul plans its advertisements by:
Identifying current social issues
Using creative slogans
Selecting print and digital media
Maintaining consistency in branding
Result:
Strong brand recall and long-term customer loyalty.
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Conclusion
Advertisement planning is a strategic activity that involves setting objectives, identifying the audience, designing message, selecting media, fixing budget, scheduling, and evaluation. Proper planning ensures that advertisements achieve desired results and contribute to business success.
