Advertising planning

The Advertising planning is the strategic process for designing and organising all of a company's advertising measures. A typical advertising planning process begins with a detailed situation analysis. The current market conditions, the exact target group and the competitors are analysed in detail. Based on these findings, precise advertising objectives are formulated and the corresponding advertising budget is determined. This is followed by the selection of the appropriate advertising strategy, the development of the core message and the determination of suitable advertising media and vehicles.

In retail, the planning of POS measures - such as displays, price tags or campaign posters - plays a particularly important role. Modern software solutions such as PRESTIGEenterprise enable efficient planning and automated control of advertising content in both print and digital media.