Gartner Research

How to Build an Advertising Plan

Published: 11 April 2017

ID: G00321501

Analyst(s): Martin Kihn


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



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

Gartner Recommended Reading

©2021 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. and its affiliates. This publication may not be reproduced or distributed in any form without Gartner’s prior written permission. It consists of the opinions of Gartner’s research organization, which should not be construed as statements of fact. While the information contained in this publication has been obtained from sources believed to be reliable, Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information. Although Gartner research may address legal and financial issues, Gartner does not provide legal or investment advice and its research should not be construed or used as such. Your access and use of this publication are governed by Gartner’s Usage Policy. Gartner prides itself on its reputation for independence and objectivity. Its research is produced independently by its research organization without input or influence from any third party. For further information, see Guiding Principles on Independence and Objectivity.

Already have a Gartner Account?

Become a client

Learn how to access this content as a Gartner client.