A creative work plan is always very useful in advertising. Plenty of companies rely on well thought plans to give them a sense of direction. A plan is useful because it can be duplicated and easily distributed amongst the employees working on the advertising. In addition, a creative plan can also be shared with clients. According to Ronald Lane in his book “Advertising Procedure” seventeenth edition, a creative work plan consists of the following element: (1) Key observation; (2) Communication objection; (3) Consumer insight; (4) Promise; (5) Support; (6) Audience; (7) Mandatories.
The elements are very important especially when we look at them and how they relate to better advertising. When including the audience in the plan we should take into account the psychographics of the clients who will be effected by the advertising. For example we should identify whether the audience will be male or female, what age group they belong to and other characteristics to properly create the advertising. Good advertising will address the desires, fears, and aspirations of the audience. One very good question to ask is whom are you trying to reach? Therefore, we should describe your prospects socially and economically. The audience is a very important element in advertising. Therefore, it is intended that this advise would be useful in preparing a creative work plan.
