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r. I rxrcurrve SUMMARY
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A brief digest or abstract of the entire plan. Purpose of summary
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is to give top management the highlights of the plan in a form easily read and
understood. Just one or two page summary of what is proposed and highlights the most important areas like advertising and creative sirategy, media skategy,

One paragraph will do. fxample: dressed chicken/choice cuts.

"There was a time when chicken vms considered a rich man's food. Chic*en were dressed at home, .. etc. but now, wiih the hurried pace of modern-day
life, chicken are sold dressed and packaged in choice-cuis."

2.

lndustry Review: SEe, Groudh, Trend

a. Overall size- in tennsof tonnage/sa{esvolume

b. Growth of indusfy at least tor past 3-year period
c. Projected Ecwth based on trending previous growth
d. Competition

ldentification of Competitors'
Sta( out.with the rnain competitors of your product and their position in the market

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Analysis oi Competitors' StrategieslActivities vis-d-vis the Client's

1. Disiribution
2. Pricing
3. Advertising

4.

Sales Promotion

5. Packaging

6.

Product

We can also point out to whom our coflpetitors' campaigns are directed, appeals used, expected reaclion from them because of our campaign,
media used, and levels of spending. (This can help support our budget recommendations.)
ln brief - vue should include any competitors' activity that will show why and how we developed our plan to offset competitive activities with the
program we are proposing.
Corporaie

Protlle/

Population - General Perspective

a.
b.

c.

Demographic characteristics - seff explanatory

Psychographics -selfexplanatory
ldeniification of target market

Primary

- buyers/users

$econdary -thosewithiniuenceinbuyers'demographics/pqrchographics
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:5: Conctusions/Synopsis This will serve as an introduction and justification

of advertising record.

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lstatement of General Objectrves

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spell out in quantifiabb,$neasurable terms what sales message(s) should be communicated to ihe target market - and time period in which ihese
goals will be accomplished. An example: creaiing aumreness, imparting knowledge, developing preference.

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- ,Example: To rnake 607o of the targei market aware of Brand X enky in the beauty segment of the toilet soap market.
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Iil Z. lCreative Strategy

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Jhe l'promise" and

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2.1

we have to state a "reason why" our brand can tulfill that promise. ln general, the componenb of the creative sEategy are as follous:

lTaroet Person
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personification of the target market that best represents

ii.

This is to vividly picture the target market proflle as a particular person. For instance:

Target person is 0livia de la Cruz, 30 years old, a busy working moiher who lives in Cubao, Quezon City. $he has hlro children, has a maid, but
prefas to buy dressed chickens herself during weekend supermarket shopping. She watches television at prime time and goes out with the family
on Sundays.

f2-l1 Creative Obiective

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of the ad am to accomplish. For instance:

persuade housewives that V-Meg dressed chicken is the best alternative to clean, convenient, and comforiable cooking.

fhe specific obiectives which the copy and the visuals

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Consumer Promise
particular uniqye feature of the product that can benefit the iarget consumers. Othenrvise known as the big conswner benefit, unique selling
proposition, single-minded proposiiion, key response, etc. For example:

".That

only dressed chicken that is vacuum-sealed.

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isupport

*un*t ntiations containing

2.5 Brand Personality

technical informatron or otherur4se. to support the claim. Allows the copy to be more believabie

knor,ryn as the brand image- Translated into people's terms ts associate the brand to descriptions appropriate to ii just like what we do to a
person. For example, if V-Meg dressed chickens were a person, the brand can be described as very clean and neatlooking, modern vibrant.

Also

Hence, advertising should be executed to projeci such brand image.

ili Z.o iron" and Mood of Advertising

^l ..-jThe manner the ad will be lreated both textually and visually. Jibes unth brand personality.

For instance, "casually informaiirre," or "humorous," or

"Larger-than-life. "

(Note: A different format for creative strategy may be allowed based on the creative philosophy of the adveriising agency of the client.)

( i ,i creative
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Executions

The"Big"ldea
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i - ---A brief description of the total creative concept of the ad that will be reflected in all creative material$. This is to unily the campaign and distinguish
from compelitors' campaigns.
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, a. 1L,t"oi, Strategy plus Rationale
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Should indicate what platiorm we should stand on to talk to our target market. TV/R/P and raiionale for using media recommended.
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Media objectives should indicate reach and frequenry. Exampie: "To reach at least 60% of women, ages 16 to 25, living in urban cities in the Philippines,
from the AB and upper C homes, at ieast 3x purchase cycle.
Components are as follows.

4.1
4.2

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from morning till evening during weekdays and

., shdws a visual media schedule for easy reading.

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i Allocation of Advertising Budget

.

What perceniage for TV/RiP as the case may be out of total budget
Good to include a 10% reserve out of total moneys for "opportunity buys."
lnclude all csst production, media placements, research costs for creative pre and post tests and evaluation of the campaign. Eetter if the above is
illustrated in a Flow Chart of Grid.

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jnctuat media purchases and schedule in various media. Shours number of publications, radio or TV spots, and the conesponding costs for each. Also

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Media itinerary. The itinerary of the target person or target market. What he or she
weekend ts guide media planners in preparing actual media schedule.
Media Ob.iective. Translated 'l tenns of reach and ftequency oblectives.
Media Mix. Combinaiion of media to used.
Media Rationale, Reason for use of each medium.

lMedia Plan and Schedule

ii\.

4.3
4.4
4.5

Target Market

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Statement of Expectation (after the lull run of the campaign)

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brief statement of how the advertising campaign is to be evaluated. Should cover proposed methods, i.e. Brand awarerress tracking studies, executive

--probes,

etc.

Finally, a short paragraph to summarize and bring out the ma.ior factors that make the plan especially appropriated
facing the brand at that particuiar tirne,
APPENDIX

io the problems and opportunities

Laws and rules governing adveftising of the product.

Government
lndustrY

a.
b.
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APPENDIXe i

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..Cre'dtiVeMaterials

"promise' is to be presented to the target market. This part should contain a brief explanation of the actual
- ,,j''.--m:q-fult , or forms in which the
elements to 6e usbdin the campaign like print layouts and copy, radio scripts, storyboards, etc.
/ging rnasigan/nards garcia
/april 1999
/adverti$ing campaign forml.doc/bambi 063099