Print Advertising Template

Executive Summary

Provide a brief overview of the campaign objectives, target audience, and expected outcomes.

Campaign Name:

Campaign Duration: to

Total Budget: $

Primary Objective:

_____________________________________________________________________________

Key Success Metrics:

_____________________________________________________________________________

Market Positioning

Define how your product/service will be positioned in the market relative to competitors.

Brand Positioning Statement

For [Target Audience], [Brand Name] is the [Category] that [Point of Difference] because [Reason to Believe].

Positioning Strategy Framework

Element	Description
Functional Benefits
Emotional Benefits
Brand Personality
Unique Value Proposition
Price Positioning

Competitive Analysis

Analyze key competitors and their advertising strategies to identify opportunities and threats.

Competitor	Market Share	Key Messages	Media Channels	Strengths	Weaknesses
Competitor 1:
Competitor 2:
Competitor 3:

Competitive Advantages

_____________________________________________________________________________

Target Audience Analysis

Define your primary and secondary target audiences with detailed demographics and psychographics.

Primary Target Audience

Characteristic	Details
Demographics	Age: _____ Gender: _____ Income: _____ Education: _____ Location: _____
Psychographics
Behavior Patterns
Media Consumption
Pain Points
Motivations

Secondary Target Audience

_____________________________________________________________________________

Creative Strategy & Messaging

Develop the creative approach and key messages that will resonate with your target audience.

Creative Concept

Big Idea:

_____________________________________________________________________________

Creative Theme:

Tone of Voice:

Key Messages

Message Priority	Message Content	Supporting Evidence
Primary Message
Secondary Message
Call-to-Action

Visual Elements

Brand Colors:
Typography:
Imagery Style:
Logo Usage:

Media Planning & Budget

Outline the media mix and budget allocation for maximum reach and impact.

Print Media Selection

Publication Type	Cost per Ad	Total Cost
Newspaper	$	$
Magazine	$	$
Trade Publication	$	$
Direct Mail	$	$

Budget Breakdown

Budget Category	Amount	Percentage of Total
Media Buying	$	%
Creative Development	$	%
Production Costs	$	%
Agency Fees	$	%
Contingency (10%)	$	%
Total Budget	$	100%

Promotion Strategies

Detail complementary promotional activities to support the print advertising campaign.

Integrated Marketing Activities

Public Relations Campaign

Social Media Integration

Email Marketing

In-store Promotions

Trade Shows/Events

Influencer Partnerships

Content Marketing

Sales Promotions/Discounts

Cross-Channel Coordination

_____________________________________________________________________________

Partnership Opportunities

_____________________________________________________________________________

Campaign Timeline

Create a detailed timeline for campaign development, launch, and execution.

Phase	Activity	Start Date	End Date	Responsible Party	Status
Planning	Market Research
	Creative Brief Development
	Media Planning
Development	Creative Concept Development
	Ad Design & Copy
	Client Approval
Production	Final Art Production
	Print Production
	Quality Control
Launch	Media Placement
Launch	Campaign Monitoring

Success Metrics & KPIs

Define how campaign success will be measured and tracked.

Primary KPIs

Metric	Baseline	Target
Brand Awareness	%	%
Reach
Frequency
Sales Increase	$	$
Lead Generation
Cost per Acquisition	$	$

Secondary Metrics

Website Traffic Increase: %
Social Media Engagement:
Customer Inquiries:
Market Share Growth: %

Reporting Schedule

Weekly performance reports

Monthly comprehensive analysis

Post-campaign evaluation report

Implementation Checklist

Use this checklist to ensure all campaign elements are properly executed.

Pre-Launch Checklist

Campaign objectives clearly defined

Target audience research completed

Competitive analysis finalized

Creative concept approved

All ad copy and visuals approved

Media plan confirmed and booked

Budget allocated and approved

Production materials prepared

Quality control completed

Team roles and responsibilities assigned

Launch Checklist

All media placements confirmed

Creative materials delivered to publications

Supporting promotional activities activated

Tracking systems implemented

Customer service team briefed

Sales team informed and prepared

Post-Launch Monitoring

Daily performance monitoring established

Weekly reporting schedule implemented

Feedback collection system active

Optimization opportunities identified

Budget tracking maintained

Campaign documentation updated

Campaign Completion

Final performance analysis completed

ROI calculation finalized

Lessons learned documented

Post-campaign report prepared

Success stories and case studies created

Next campaign recommendations developed

Document Prepared By: Date: Approved By: