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All the videos tell us how to make a good advertisement, tell us the social function,

the generic structure and lexicogrammatical of the advertisement. Based on the

information of the videos ,i make a summary of how to contruct the attractive


tart with Your Goal

Simply put: what do you want your advertising plan to accomplish? Are you trying

to attract new customers or are you trying to encourage previous customers to come

visit? The best goals are specific: what kind of increase in customer traffic are you

looking for and in what time period?

2. Develop Your Budget

Know how to build an advertising plan to fit your budget. How much are you

willing to spend on promoting your business? If you have some ideas already, how

much will these ideas cost to implement?

3. Define Your Audience

When you're focused on increasing sales, it helps to figure out who's most likely to

buy your product or service. What is your target demographic? Are you catering to

affluent seniors or teenagers who are finding money beneath couch cushions?

4. Determine What Products or Services You'll Feature

The more specific you can be, the better. That's why fast food chains will advertise

particular products instead of a general advertisement that says "come eat here." Are
you launching a new product you want to feature or are you offering a discount on

an old one? What are you highlighting?

5. Complete a SWOT Analysis

SWOT stands for your company's strengths, weaknesses, opportunities, and threats.

What is your business's core competency? What do you do well that provides you

with an advantage? If you sell clothing, and winter is around the corner, that's an

opportunity to launch new winter gear. Likewise, what are your competitors doing

that might hinder your business?

6. Use the SWOT to Articulate Your Key Differentiators

When you're promoting your business, you want to focus on what makes you

different from your competition. Look at your competitors and use your SWOT

analysis to find the mismatches – do you offer lower prices? Better products? You'll

want to exploit those differentiators in your advertising plan.

7. Build Your Advertising Plan

You need to answer three questions: what, when, and where. What type of

advertisements are you going to run? When are you going to run them? And where

are they going to appear? Are you putting up a billboard in a mall for all of

September or running a radio campaign throughout the holiday season? Running

display ads on the web? It all comes down to a great advertising strategy!

8. Consider Other Low-Cost Methods

The best advertising is word of mouth – and few things are capable of generating

word of mouth like a well-run social media campaign. What kind of social media

campaign can your business run? Could you sponsor a local event or run a contest of

some kind? Make a list of low-cost actions your business can take that naturally

support your advertising plan.

9. Launch Your Advertising

An advertising plan won't help in promoting your business if no one follows

through. Now it's time to take all of your ideas and put them in action. Create the

social media campaign, produce the television spot, and broadcast the radio


Keep everything consistent, no matter the medium or channel. Consistency is crucial

when running a multi-faceted campaign. Be consistent in both messaging and brand.

It's one thing to use the same logo and colors. But the messaging itself should be

consistent as well. Billboard copy should mirror social messaging copy, which

should be the same as any radio or television ads, which should mimic what's on

your website's homepage.

10. Analyze Results

The last step in developing an advertising strategy is arguably the most important:

The results! Did you do what you set out to do?

This is likely the first of many advertising campaigns for your business – so pay

close attention to the results. Did you reach the goals defined in step one? If so, what
worked best? If not, why not? For your next advertising plan, go back to step one

and do it again – but keep these results in mind.

Bringing it All Together

If this was your first ad campaign, it was probably a lot of work going through each

step in detail. But guess what? Now that you've done it once, the second, third, and

hundredth times will be easier and easier. Since you've taken note of what worked

and what didn't, every subsequent campaign will be that much more successful.

Learn from your mistakes and double down on the successes.