A plan is a "to do" list, a guide to action. It is an outline that directs a company's advertising effort. It includes planning the Creative Strategy, Media Strategy, Advertising Medium, Advertising Budget and Timeline. This lecture will explain the terms Creative Strategy, Media Strategy, list the several Advertising Medias available to us designers and briefly talk about the budget and timeline.

1. DESIGN FOR PRODUCTION
SANGEETA JAIN

2. WHAT IS ADVERTISING?
Advertising is the means of providing the most
persuasive possible selling message to the right
prospects at the lowest possible cost.
The most successful advertising is that which most
effectively communicates with the customers.

3. CLIENT PERSPECTIVE
Advertising is an investment made by the client that is
intended to improve and expand their business. The
return of this investment depends on the planning and
thought that precede the actual expenditure.
By first developing an effective advertising plan, we
can increase the prospect of a positive return on the
investment regardless of the amount of money spend.

4. CONSUMER PERSPECTIVE
We all take in huge amounts of information every day.
Before we leave home, we may talk with our families,
receive emails, read newspaper, watch television, listen to
the radio, go online or get a text or a WhatsApp message.
Advertising is just one element of this mass of information,
so it has to work very hard to compete for our attention.
The key (for advertisers) is to ensure that the
audience takes notice of your advertisement.

5. DESIGNER PERSPECTIVE
Communication through advertising is by no
means easy. To advertise a product or service
effectively is a very serious matter and requires
careful planning and preparation.

6. LECTURE 2 – PLANNING AN ADVERTISING CAMPAIGN

7. WHAT IS PLANNING?
§ Research and Analysis = defining the problem
§ Planning = seeking insight
§ Creation = choosing the best solution
§ Prototyping = communicating the solution
§ Production = selling the solution

8. WHAT IS PLANNED?
§ Research and Analysis
§ Planning
§ Creative Strategy
§ Media Strategy
§ Budget
§ Timeline
§ Creation
§ Prototyping
§ Production

9. 1. CREATIVE STRATEGY

10. 1. CREATIVE STRATEGY
• Creative strategy is an outline and the tone of
the message to be communicated by an
advertising campaign. It is the first step in
developing the advertising plan which helps
specify the advertising goals.
• It must be very precise in terms of why the
product or the service needs advertising
(Problem Statement) and what the advertising
campaign should achieve. (Design Solution)

11. 1. CREATIVE STRATEGY
Some possible goals of a creative strategy are:
• To increase awareness of your product/service.
• To attract new customers.
• To increase the loyalty of existing customers.
• To offer a deal or discount.
• To generate immediate sales or sales leads.

12. 1. CREATIVE STRATEGY
While
deciding
the
crea.ve
strategy
keep
"AIDA"
in
mind:
– a7ract
A7en.on
– hold
Interest
– arouse
Desire
– mo.vate
Ac.on

13. 1. CREATIVE STRATEGY
Points to be included in the assessment task:
– Repeat the problem statement in brief
– Repeat the USP in brief
– The creative approach
– The goal of this approach/expected outcomes
– Describe the AIDA

14. 2. MEDIA STRATEGY

15. 2. MEDIA STRATEGY
• Media strategy is a plan for bringing advertising
messages to the attention of consumers through the
use of an appropriate media. There is a wide range
of media technologies or mediums that are
intended to reach a large audience.
• There are definite inherent strengths and
weaknesses associated with each medium. One
must choose the type of media that best suits their
audience and message.

16. 2. MEDIA STRATEGY
Some of the media technologies or mediums include:
– Advertising in magazines
– Advertising in national newspapers
– Advertising on television
– Poster advertising
– Direct mail
– Exhibitions
– Merchandising and point of sale
– Advertising through the Internet (website, banner, app)
– Mobile Communications

17. ADVERTISING IN MAGAZINES

18. DIRECT MAIL

19. POINT OF SALE

20. POSTERS/HOARDINGS

21. EXHIBITIONS

22. AMBIENT MEDIA

23. INTERACTIVE MEDIA

24. TRANSPORTATION MEDIA

25. MOBILE COMMUNICATIONS

26. 2. MEDIA STRATEGY
Points to be included in the assessment task:
– Media Objectives – goal
– Media Selection – technology
– Description of the technology selected (ex: name of magazine
for magazine advertisement)
– Explain how this media is appropriate for the target audience
– Media Budget – indicative cost
– Media Frequency – repetitions of media
– Media Continuity – timing of media (ex: if you select magazine
ad and exhibition then which will come first)

27. 3. BUDGET

28. 3. BUDGET
• A budget is the money a company sets aside to pay for
designing and advertising. It reflects the amount a client is
willing to commit to achieve its advertising objectives. In order
to utilize the budget to its fullest potential consider innovative
ways to produce cost effective advertising.
• Allotting the budget:
– Name of the media option(s)
– Description/specifications of the media option
– Size, location etc. of the advertisement
– Repetition of the advertisement and/or media option
– Cost of each insertion and total amount

29. 3. BUDGET
Points to be included in the assessment task:
– Name of the media option(s)
– Description/specifications of the media option
– Size, location etc. of the advertisement
– Cost of each insertion and total amount
– Cost of material – ex: paper for printing (if applicable)
– Exhibition booth charges (if applicable)
– Cost of photography (if required)
– Designing charges
– Miscellaneous expenses (such as transportation expense)

30. 4. TIMELINE

31. 4. TIMELINE
• Timeline is the proposed schedule of the entire
advertising campaign. It is useful to draft an initial time
plan and provide it to everyone involved in the campaign.
• The Gantt Chart is a graphic representation of a this plan
that shows the sequence of tasks. For this assessment
task you will prepare a timeline that indicates when and
how you will proceed in the 11 weeks of this semester
with this advertising campaign.

33. 4. TIMELINE
Points to be included in the assessment task:
– What are your key targets and deadlines?
– Who is going to be doing what? (if working in a group)
– When do you need to launch the advertising campaign?
(submission date – week 11)
– When do you need to have it ready for review?
(for critiques/comments/feedback/corrections – week 9)
– What and when will you need any kind of extra resources?
(such as images, info about magazines, tradeshows etc.)
– When and where will you go to the printer to get estimate for printing?
– When and how will you find out about online advertising charges?
– When and how will you find out about events, tradeshows, exhibitions?
– When and how will you identify legal and ethical constraints?
– When and how will you monitor your progress?

34. 4. TIMELINE
This process will help to identify the following:
– Lead times and key deadlines
– Potential clashes between activities
– Your likely resource needs
– Roles and responsibilities for your team
– Periods of peak activity when you might be trying to do too much
with too little time
– Will you have enough people/time to do everything in time?
– Are you over-committing yourself/your team?
– Can you physically do everything you want in the timescales
– What extra resources might you need and when?
– Where will they come from?

35. ASSESSMENT TASK 2 – PLANNING

36. ASSESSMENT TASK 2
• In Assessment Task 2, you should determine the length, pace
and format for the advertisement in accordance with the
creative brief and the budget, size and position each element
of the advertisement. A detailed plan of campaign and
locations of their proposed advertisements should be
included. You must specify media assets as required and
identify legal and ethical constraints.
• In this class, you may choose to design for print or the digital
media or a combination of both for the advertising campaign.
You are required to select a total of 3 advertising medias.

37. ASSESSMENT TASK 2
• The assessment task will be submitted in the form of a
presentation.
• A checklist of the assessment task is also uploaded on the
forum. Please use it to make sure that you are not missing
any important points. Use it as a guideline not rule. Feel free
to modify it to suit your product and purpose.
§ Weight: 25%
§ Due Date: At the end of Week 6

38. NEXT…
§ Research and Analysis = Lecture 1 Task 1
§ Planning = Lecture 2 Task 2
§ Creation = Lecture 3 Part 1 Task 3A
§ Prototyping = Lecture 3 Part 2 Task 3B
§ Production = Lecture 3 Part 3 Task 3C