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Advertising & Sales Plan - Explained

What to Include in an Advertising Plan

Written by Jason Gordon

Updated at August 17th, 2021

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Table of Contents

What goes into an Advertising Plan?What goes into a Sales Plan?What are types of Publicity?What is a Public Relations Plan?Budget

What goes into an Advertising Plan?

What percentage of each media is to be used in your overall advertising package?

  • Television
  • Radio
  • Newspapers
  • Magazines
  • Billboards
  • Public Relations
  • Co-operative advertising with wholesalers/retailers
  • Internet Marketing
  • Other

Branding What brand image are you trying to build?

  • Brand is a promise of a repeatable experience that gives a consumer.
    • What is your current brand in the market place?
    • How do customers perceive you? Is it accurate?
    • What do you want your image to be
  • Top-of-Mind Awareness (TOMA)
    • What is the first company (product) that comes to mind when you are considering buying this?
    • Who else?
    • If you are not in someones mind, they wont buy from you.


What goes into a Sales Plan?

  • Selling
    • What type of sales persons are to be usedfood brokers, commissioned salespersons, etc.?
    • What tools are to be provided to salespersons to assist getting orders (volume discounts, purchasing shelf space, etc.)?
    • Will a sales training program be offered?
      • AIDA Attention, Interest, Desire, Action
    • How will sales effectiveness be measured?
    • What incentives will be offered to salespersons for new accounts, achievements?
  • Sales Promotion Programs
    • What sales promotion activities are planned?
    • Point of purchase displays/sales aids
    • Samples
    • Coupons
    • What costs are associated with each?

What are types of Publicity?

  • Endorsements
  • Testimonials
  • Referrals
  • Truck signs

What is a Public Relations Plan?

  • Networking Events
  • Conferences
  • Charity Events (Sponsorships)

Budget

  • How much is budgeted for year 1 in each category?
  • Determine break-even point for any additional spending.
  • Projected results of the promotional programs?
advertising plan sales plan

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