Advertising and Promotion Planning Workseet

This tool is designed to help you keep track of your advertising and promotional efforts. It is not a complete list of all the potential marketing tools you may use, but it should assist you in focusing this section. The information you include in this worksheet should be incorporated into your business plan:

Advertising

What is your advertising budget? _________________________________
What media will your advertising be in?
	___	Trade magazines (business-to-business publications like 			Supermarket  News or PC Week)
	___	Consumer magazines (publications you find on your local 			newsstand like Newsweek, Entertainment Weekly , Atlantic 			Monthly)
	___	Newspapers
	___	Radio
	___	Television
	___	Cable television
	___	Internet
	___	Yellow Pages
	___	Directories
What is your creative message?
_____________________________________________________________
_____________________________________________________________
_____________________________________________________________

Where do you plan to run your ads for the next quarter or year (your media schedule)?
_____________________________________________________________
_____________________________________________________________
_____________________________________________________________

Do you have an advertising agency?  If you're doing this in-house, who will be responsible?
_____________________________________________________________
_____________________________________________________________
_____________________________________________________________

Public Relations
What is your publicity strategy?
_____________________________________________________________
_____________________________________________________________
_____________________________________________________________

Do you have a press kit? What does it include?
_____________________________________________________________
_____________________________________________________________
_____________________________________________________________

What press releases do you have planned?
_____________________________________________________________
_____________________________________________________________
_____________________________________________________________

What media (newspapers, magazines, TV, radio) will you target with your efforts?  List specific publications and how you plan to reach them.
_____________________________________________________________
_____________________________________________________________
_____________________________________________________________

Packaging
What sets your packaging apart?
_____________________________________________________________
_____________________________________________________________
_____________________________________________________________

Do you have a logo? (include a sample)
_____________________________________________________________
_____________________________________________________________
_____________________________________________________________

Do you have any trademarks or service marks?
_____________________________________________________________
_____________________________________________________________
_____________________________________________________________

Sales Promotions
What collateral materials are you using?
	___	Brochures
	___	Product sheets
	___	Business cards
	___	Other _________________________________________________

Do you plan to exhibit at trade shows? Which ones?
_____________________________________________________________
_____________________________________________________________
_____________________________________________________________

Do you  plan to do any of the following?
	___	Offer coupons
	___	Hold special sales
	___	Run a contest
	___	Offer a premium award
	___	Other ___________________________________________