Planning Effective Advertising
Copyright © Texas Education Agency, 2011. All rights reserved.
Copyright and Terms of Service
Copyright © Texas Education Agency. The materials found on this website are copyrighted © and trademarked ™ as the
property of the Texas Education Agency and may not be reproduced without the express written permission of the Texas
Education Agency, except under the following conditions:
1) Texas public school districts, charter schools, and Education Service Centers may reproduce and use copies of the Materials
and Related Materials for the districts’ and schools’ educational use without obtaining permission from the Texas Education
Agency;
2) Residents of the state of Texas may reproduce and use copies of the Materials and Related Materials for individual personal
use only without obtaining written permission of the Texas Education Agency;
3) Any portion reproduced must be reproduced in its entirety and remain unedited, unaltered and unchanged in any way;
4) No monetary charge can be made for the reproduced materials or any document containing them; however, a reasonable
charge to cover only the cost of reproduction and distribution may be charged.
Private entities or persons located in Texas that are not Texas public school districts or Texas charter schools or any entity,
whether public or private, educational or non-educational, located outside the state of Texas MUST obtain written approval from
the Texas Education Agency and will be required to enter into a license agreement that may involve the payment of a licensing
fee or a royalty fee.
Copyright © Texas Education Agency, 2011. All rights reserved.
Approaches to
Advertising
Product Advertising
Brand Advertising
Corporate Advertising
Copyright © Texas Education Agency, 2011. All rights reserved.
The Advertising Agency
A company that specializes in
creating advertising.
Copyright © Texas Education Agency, 2011. All rights reserved.
Advertising Agency
Personnel
Account executive
Account planner
Media planner
Art director
Copywriter
Creative director
Producer
Copyright © Texas Education Agency, 2011. All rights reserved.
The Planning Process
 Advertising plan
 Advertising campaign
–
–
–
–
–
–
–
Set objectives
Determine the budget
Develop the creative strategy
Select and schedule the media
Develop the creative concept
Produce the advertising
Evaluate the plan’s effectiveness
Copyright © Texas Education Agency, 2011. All rights reserved.
Determining the
Advertising Budget
What you can
afford.
Percentage of
Sales
Matching Your
Competition
Objective and
Task
Copyright © Texas Education Agency, 2011. All rights reserved.
Develop the Creative
Strategy
How a company positions its brand
or product in its advertising
Strategic brief-short document that
defines the target market and
articulates the main message of the
advertising
Copyright © Texas Education Agency, 2011. All rights reserved.
Select the Media
Cost
Reach
Frequency
Lead Time
Creative Brand and
Corporate Fit
Copyright © Texas Education Agency, 2011. All rights reserved.
Assignments
 Independent Practice Assignment #1
- Create brand advertising for a new energy candy bar called
Extra Mile; describe colors, designs, music, people in your
advertising campaign
 Independent Practice Assignment #2
a
cable, radio, full-page magazine, and newspaper. Identify
- Research the cost of a 30-second television ad on network,
advantages/disadvantages of each; present your findings
 Extension Assignments
- #1 develop a 30-second television commercial
- #2 create a newspaper advertisement for a local business
Copyright © Texas Education Agency, 2011. All rights reserved.