AUDIENCE. Who are you trying to reach with your marketing plan? Your advertising should reach your existing customers, while targeting additional consumers either in a new demographic or in your current customer profile.

[Exercise: Complete on your own.]

BUDGET. Establish an ambitious, but realistic budget. Allot dollars for all expenses; creative, production/graphic design, talent, etc.

YEARLY:    Minimum | Maximum

WHEN? This is predicated by your budget. Can I afford to advertise 52 weeks per year, or do I flight weeks or months, certain days of the week, etc.?

[Exercise: Complete on your own.]

WHICH MEDIA? State the media in which you will advertise. Again, this is determined by your budget and your target market. Don't put all your eggs in one basket! For example, cross-media planning or using more than one radio station to reach your target will increase your odds for success by providing:

1. Synergy - the joint effect of the media is greater than the sum of the individual vehicles

2. The opportunity to reach prospects in more than one place, offering you a "larger than life" appearance

3. The chance to reach customers in one media vehicle that you might not reach in another

[Exercise: Complete on your own.]

HOW? Describe how each medium will be used. For example, you might choose radio as your primary medium, with billboards as a secondary reinforcement. Also, at various times throughout the year, you might place print ads for specific sales, etc.

[Exercise: Complete on your own.]

YOUR PLAN. Specifics concerning which outlets chosen for placement, time frame, dollars allotted for each, etc. To create a successful, cost-effective advertising campaign that fits within your pre-determined budget, you must first Research the various outlets to determine their effectiveness in reaching your designated target. Once this is completed, you are ready to layout your Blueprint for Success.

Summary: By answering the above questions, you should now have an action plan. If you need assistance, access the "I Need Help!" link.