6. explain how firms plan advertising campaigns. course hero

Why is it important to have an advertising plan?

An advertising plan will help you formulate and organize your thoughts and ideas so you can ensure your campaign is an effective one, too.

How to write a marketing campaign?

Specify the following elements so anyone reading your plan will have a basic understanding of what your campaign is and what you're trying to accomplish: 1 Campaign Name: Make the campaign name catchy, unique, and easily identifiable so your team can get behind it. 2 Campaign Description: What is the purpose of your campaign? Explain in 2-3 paragraphs what the inspiration behind your campaign is, how it aligns with your company initiatives, what customer problems you're solving, and what the final deliverables of the campaign will be. 3 Target Audience: Ideally, who's on the receiving end of these ads? You can be specific to age, sex, region, or any number of demographics, or name which of your buyer personas you're targeting. 4 Advertising Platforms: How will you be getting your message across? Here, identify the platform you'll be using, since you'll get more into the details of what the actual ads will look like in a later section. 5 Goals and ROI: Explain what the end goal of your campaign is. Most ad campaigns are intended to produce a direct profit or return on investment, so if that's your goal, identify that number. If your campaign goal is something else — event sign-ups, product awareness, etc. — be sure to identify and quantify it.

How to share a proposal?

The best way to clearly share your proposal (and its costs, stakeholders, the amount you expect to earn, etc.) is with a concrete and detailed advertising plan.

What is the first step in the process of tactical advertising?

Before you jump into your tactical advertising ideas, the first step in the process is to provide those reading your ad plan with a high-level overview of your initiative.

What is the end goal of an ad campaign?

Goals and ROI: Explain what the end goal of your campaign is. Most ad campaigns are intended to produce a direct profit or return on investment, so if that's your goal, identify that number. If your campaign goal is something else — event sign-ups, product awareness, etc. — be sure to identify and quantify it.

Why is it important to break up your requests by line item?

Because ROI isn't guaranteed, the budget can be the toughest part of your advertising project to get approved — which is why it's important to break up your requests by line item and present them in your plan.

Why did American Express start the Shop Small campaign?

American Express created the Shop Small campaign during the 2010 recession to encourage people to shop with small businesses during the holiday season. In 2011, the US Senate gave the Shop Small campaign official status.

What is the Dove campaign?

Dove’s Real Beauty Campaign. The Real Beauty Campaign started in response to a study that showed only two percent of women described themselves as beautiful. Dove wanted to challenge the way society defines beauty. One way they challenged the standard is the 2006 video called Evolution.

Why is Coke sharing a coke?

Coke started its Share a Coke campaign by replacing its brand name on the bottle of Coke with 150 popular names and adding the “Share a Coke” tagline. Because of its low price point, it was easy to encourage customers to buy a bottle for themselves and one for their friends or loved ones.

What video challenged the standard?

One way they challenged the standard is the 2006 video called Evolution.

What is sonic branding?

This marketing campaign is a winning example of sonic branding, which is the use of a distinctive sound to make an association with a brand.

Who is the new kid on the block in the package delivery business?

FedEx was the new kid on the block in the package delivery business.

Is marketing a challenge?

Sure, creating a successful marketing campaign can be a challenge. But get it right, and your marketing efforts will pay off.

What is the purpose of a digital marketing plan?

The purpose of a digital marketing plan for any organisation is to force you through the process of researching and clearly articulating the aims and goals of your digital initiatives, along with clearly targeting digital personas, and methodically choosing which channels to go after them and how.

What are the objectives of digital marketing?

Articulation of clear Business Objectives of your digital marketing programme – such as increase brand awareness, increase sales, increase customer retention, reduce cost per lead, reduce cost per acquisition of customers – these are all standard business objectives but on their own they do not give you a pathway to implement them digitally – that’s why you have to dig down and go beyond these in a digital sense.

How to create a digital marketing strategy?

There’s a lot more detail to cover on this topic, but this should be enough for anyone to get started on their digital marketing strategy and plan. The basic structure is: 1 Market Research and Competitor Analysis 2 Objectives and Goals 3 Audience Setting and Value Propositions 4 Channel Strategy 5 Implementation 6 Measurement

What is campaign work?

Campaign work often ties into other marketing activities— maybe as part of a product launch or recruiting efforts. Without Asana, teams might not be able to see work happening in other projects or initiatives, meaning work gets duplicated or they spend more effort coordinating.

Why is it important to have a timeline for marketing?

Successful marketing campaigns have many critical deadlines and dependencies leading up to launch day. Timeline helps you map these out in your plan before you start to ensure all the pieces fit together to hit your goal.

Why do you put briefs in the Overview tab?

Putting the brief in the Overview tab of the project makes it easily accessible anytime, saving campaign managers from constantly getting pinged if someone can't find the doc.

Why add project rules?

Add project rules so that tasks automatically get assigned to the right people, completed, or moved to different project sections as they progress.

Why do we need a creative brief?

Creative briefs help marketing teams capture important details about an campaign’s goals, audience, and requirements, but they can slow down the creative process if they aren’t completed properly or get lost in a doc. Instead, create a creative brief form that’s directly connected to your campaign project to ensure your team starts with the information they need (in terms they understand.)

Can you create tasks for action items in a meeting?

During the meeting you can create tasks for action items as they come up so they don’t get forgotten.

Can you assign tasks to a campaign?

Build out your core campaign work as tasks in a project. Unless the same person completes the same task every time, do not assign tasks or add due dates.

1. Assess Where You Are Now

The first step in creating your law firm marketing plan is to determine your baseline or starting point. You should put a pen to paper (or your fingers to keyboard) to outline important information about where you currently stand in your legal marketing efforts.

2. Define Your Goals

Once you understand where you are now, it is time to outline where you want to be. Think about your vision for your firm.

3. Determine Your Marketing Budget

Research from the ABA suggests many law firms lack a defined marketing budget. Do not be a part of that number. You need to define your marketing budget before you start implementing new campaigns.

4. Define Your Brand

Your brand helps guide your entire marketing strategy. It is not just a catchphrase or a logo. Instead, this is what helps you determine how you want clients to perceive you. It guides your messaging. It helps you succeed in your marketing efforts by ensuring a consistent interaction with your potential clients and with your community.

5. Choose Your Strategies

Without a doubt, your digital presence will be the key to your future success. Our society is becoming increasingly digital-first and is driven by search engines. Thus, if you aren’t already thinking digital-first for your future marketing efforts, then you need to update your plan rapidly.

6. Monitor and Reevaluate

A crucial part of every effective marketing strategy is monitoring and evaluating your performance. As such, regular monitoring should be a part of your law firm marketing plan and you need to periodically assess the effectiveness of your efforts.

Advertising Plan Template

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How to Prepare An Advertising Plan

Advertising Plan Example

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