Put simply, your advertising plan tells you how you plan to attract customers.
The creation of an advertising plan begins with two pieces of information and one question.
The first piece of information required is the annual budget.
How much can Time and Money can you afford to invest?
The second piece of information required is your brand essence.
a. Why would anyone choose to do business with you?
b. What unmet need do you fill?
c. What is your message to the customer?
The remaining question is this:
What is the highest and best use of your Time and Money?
The thing to remember when developing your advertising plan is that you’re not looking for what works. Every type of advertising “works” to one degree or another.
What you’re looking for is the best long-term use of your time and money.