Advertising Concept – Step by Step
An advertising concept serves as a guide for planning and implementing an advertising campaign. It helps ensure a structured approach and coordinates all key aspects of advertising.
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The Phases of the Advertising Concept
An advertising concept can be divided into several phases:
- Situation Analysis
Where do we stand? - Advertising Goals
What do we want to achieve? - Copy Platform / Product
What do we want to communicate, and how? - Media Platform
Where, how often, how intensively, and for how long will we advertise? - Budget
How much can the advertising cost? - Monitoring
Have we achieved our goals?
The individual phases build on one another. Insights from one phase influence decisions in the subsequent phases.
Why Is an Advertising Concept Necessary?
A well-thought-out advertising concept ensures that advertising measures are not simply implemented individually and without context. Instead, the target audience, objectives, message, media, costs, and performance tracking are coordinated.
This creates a clear foundation for implementing the advertising campaign.
The Advertising Concept at a Glance
