ADVERTISING CAMPAIGN FORMAT

I. EXECUTIVE SUMMARY
A brief digest of the entire plan. Purpose of summary is to give top management the
high
lights of the plan in a form easily read and understood. Just one or two pages summary of what is
proposed and highlights the most important areas like advertising and creative strategy, media strategy,
sales promo and budget.

II. SITUATION ANALYSIS

1. A brief abstract of the macro-environment the product will compete in. One paragraph
will do. Example: dressed chicken/choice cuts
“ There was a time when chicken was considered a rich man’s food. Chickens were dressed
at home….etcetera but now, with the hurried pace of modern-day life, chickens are sold
dressed and packaged in choice cuts.”

2. Industry Review: Size, Growth, Trend

a. Overall size – in terms of tonnage/sales volume
b. Growth of Industry at least for past 3-year period (2017 – 2019)
c. Projected growth based on trending previous growth
d. Competition
- Identification of Competitors’ > start out with the main competitors of your product and
their position in the market
- Analysis of Competitors’ Strategies/Activities vis-à-vis the Clients(Battle Arena)
1. Distribution
2. Pricing
3. Advertising
4. Sales promotion
5. Packaging
6. Product
We can also point out to whom our competitors’ campaign are directed, appeals used,
expected reaction from them because of our campaign media used and levels of
spending. (This can help support our budget recommendations)
In brief – we 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.

3. Corporate Profile
4. Population – General Perspective
a. Demographic characteristics
b. Psychographics
c. Identification of target market
Primary – buyers of product/users of products (May purchasing power)
Secondary – those with influence (Persson or thing) in buyers’
demographics/psychographics
 5. SWOT Matrix
6. Conclusion/Synopsis – this will serve as an introduction and justification of advertising
record

III. ADVERTISING RECOMMENDATIONS

1. Statement of General Objectives (Objective of Brand)
Should spell out in quantifiable, measurable terms what sales message(s) should be
communicated to the target market – and time period in which these goals will be
accomplished. An example: creating awareness, imparting knowledge, developing
preference
Example: to make 60% of the target market aware of Brand X entry in the beauty
segment of the toilet soap market
 Ikot sa 4P’s objective
2. Creative Strategy
Talks about the direction of the advertising message which will offer solution to the
target market’s needs or problem, whether real or perceived. This is the “promise” and
we have to state a “reason why” our brand can fulfill that promise. In general, the
components of the creative strategy are as follows:
 Problem solving/ Solution
2.1 Target Person (Primary buyers)
The personification of the target market that best represents it. This is to vividly
picture the target market profile as a particular person. For instance:
Target person is Nolan Reyes, 30 years old, a busy working mother who lives in
West Avenue, Quezon City. She has two children, has a maid but prefers to buy
dressed chickens herself during weekend, supermarket shopping. She watches
television at prime time and goes out with the family on Sundays.
2.2 Creative Objective (Objective of Ad)
The specific objectives which the copy and the visuals of the ad aim to
accomplish. For instance: To persuade housewives that AMeg dressed chicken
is the best alternative to clean, convenient and comfortable cooking.
2.3 Consumer Promise
That particular unique feature of the product that can benefit the target
consumers. Otherwise known as the big consumer benefit, unique selling
proposition, single-minded proposition, key response, etcetera. For example:
The only dressed chicken that is vacuum sealed.
2.4 Support
Substantiations containing technical information or otherwise, to support the
claim. Allows the copy to be more believable.
o Facts to support Consumer Promise
2.5 Brand Personality (Kung ano yung unang papasok sa isip ng customer pag
namention yung brand)
Also known as the brand image. Translated into people’s terms to associate the
 brand to descriptions appropriate to it just like what we do to a person. For
example:
if AMeg dressed chickens were a person, the brand can be described as very clean
and neat looking, modern, vibrant. Hence, advertising should be executed to
project such brand image.
2.6 Tone and Mood of Advertising (Theme of Ad)
The manner the ad will be treated both textually and visually. Jibes with brand
personality. For instance: “casually informative,” or “humorous” or “larger than
life”
(Note: a different format for creative strategy may be allowed based on the
creative
philosophy of the advertising agency of the client)
3. Creative Executions
3.1 The “Big “ Idea (Result/Summation of 2.1 to 2.6)
A brief description of the total creative concept of the ad that will be reflected
in all creative materials. This is to unify the campaign and distinguish it from
competitors’ campaigns.

4. Media Strategy plus Rationale

Should indicate what platform we should stand on to talk to our target market.
TV/R/P and rationale for using media recommended. (TRIMPO – TV, Radio, Media
Marketing, Outdoor)
Media objectives should indicate reach and frequency. (Gaano kalaking part ng
target market ang makukuha nung Ad) Example, 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 least 3x purchase cycle.
Components are as follows:
4.1 Target Market (Ulit)
4.2 Media Itinerary. The itinerary of the target person or target market. What he or
she does from morning till evening during weekdays and weekend to guide media
planners in preparing actual media schedule. (Anong oras ang air time)
4.3 Media Objective. Translated in terms of reach and frequency objectives. (Up)
4.4 Media Mix. Combination of media to be used (TRIMPO)
4.5 Media rationale. Reason for use of each medium (Explain 4.4)
5. Media Plan and Schedule
Actual media purchases and schedule in various media. Shows number of publications,
radio or tv spots and the corresponding costs by each. Also shows a visual media
schedule for easy reading. (Cost of Media/Along with date/duration)
6. Allocation of Advertising Budget (Pie chart ng costs w/ 10% reserve) (No FS (Pero mas
maganda kung meron))
What percentage for TV/R/P as the case may be out of total budget
Good to include a 10% reserve out of total money for “opportunity buys”
 Include all cost production, media placements, research costs for creative pre and post
tests and evaluation of the campaign. Better if the above is illustrated in a flow chart or
grid.
7. Statement of Expectation (after the full run of the campaign) (Action plan/ yung last
part ng service plan dati)
A brief statement of how the advertising campaign is to be evaluated. Should cover
proposed methods i.e. brand awareness tracking studies, executive probes, etc.
Finally, a short paragraph to summarize and bring out the major factors that make the
plan especially appropriated to the problems (threats) and opportunities facing the
brand at that particular time. (connect sa SWOT)

APPENDIX A - Laws and rules governing advertising the product

a. Government
b. Industry
APPENDIX B - Creative Materials (Drafts)
The form or forms in which the “promise” is to be presented to the target market. This
part should contain a brief explanation of the actual elements to be used in the campaign like print
layouts and copy, radio scripts, storyboard, etc.