Gartner Research

How to Build an Advertising Plan

Published: 11 April 2017

ID: G00321501

Analyst(s): Martin Kihn

Summary

Marketing leaders who provide strategic guidance to advertising planners need to understand how the planning process works. Use this research to grasp the basics and become a better partner to your advertising team.

Table Of Contents
  • Key Challenges

Introduction

Analysis

  • Translate Targets Into Audiences
  • Commit to Success Metrics
  • Establish Benchmarks
  • Build Plan Priorities
    • Targets and Channels
    • Location and Timing
    • Executing the Plan

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