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Effective Advertising Pitch Strategies

An advertising pitch is a proposal from an advertising agency that describes how a marketing campaign will promote a product or service and deliver intended results. The pitch outlines campaign objectives, target audiences, creative concepts, media strategies and budgets. It aims to demonstrate how the agency can effectively use a marketing budget to create greater brand value. The pitch is presented in a meeting, where the agency introduces its team, presents market research, creative proposals, media plans and forecast results to validate its proposals and show value for money. The agency summarizes why its pitch will help the client meet objectives and invites questions.

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500 views8 pages

Effective Advertising Pitch Strategies

An advertising pitch is a proposal from an advertising agency that describes how a marketing campaign will promote a product or service and deliver intended results. The pitch outlines campaign objectives, target audiences, creative concepts, media strategies and budgets. It aims to demonstrate how the agency can effectively use a marketing budget to create greater brand value. The pitch is presented in a meeting, where the agency introduces its team, presents market research, creative proposals, media plans and forecast results to validate its proposals and show value for money. The agency summarizes why its pitch will help the client meet objectives and invites questions.

Uploaded by

riri
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
  • Introduction to Advertising Pitch
  • Step 1: Arrange a Meeting
  • Step 2: Introduce Your Team
  • Step 3: Profile the Target Market
  • Step 4: Present Creative Proposals
  • Step 5: Provide Budget Details
  • Step 6: Summarize and Conclude

ADVERTISING PITCH

What is an Advertising Pitch


An advertising pitch describes the proposals of an advertising
agency to promote a product or service. The pitch states the
objectives for the campaign and describes how the campaign
will deliver its intended results. Companies request advertising
pitches so that they can select the most suitable proposal from
a number of advertising agencies. A successful pitch should
demonstrate that an agency can use the marketing budget
effectively to create greater value for a brand, according to the
World Federation of Advertisers.
Step 1

Arrange a meeting to make your pitch. Bring any other


members of your team to the meeting so that the client/
company knows who will be working on its account if your
pitch is successful.

Ask the client to ensure that everyone involved in the selection


decision will be present at the meeting. Bring any essential
equipment, such as a laptop, projector or flip chart, to the
meeting.
Step 2

Introduce your team. Describe your credentials and state why


your firm can meet the campaign requirements. State the
objectives for the advertising campaign and explain how you
will measure results against the objectives.
Step 3

Profile the target market for the advertising campaign and


present any market research that you have carried out.

Describe the target audience and detail their product


preferences. Explain how your advertising messages align with
the product factors the audience rates as important.

Show how your messages differentiate the client's product from


those of competitors.
Step 4

Present the creative proposals for the campaign. Show mock-


ups of press advertisements for newspaper or magazine to
demonstrate impact. Make a test video of a television or cinema
commercial, rather than presenting the proposal on a two-
dimensional storyboard.

Present any available results you have obtained from concept


research. Advertising researchers monitor response to different
concepts, helping to validate proposals. Present the media
proposals for the campaign, explaining why the selected media
represent the most cost-effective strategy for reaching the target
audience.
Step 5

Provide the client with a proposed budget for the campaign,


including creative, media and production costs. Where possible,
compare the campaign costs with the forecast results to
demonstrate value for money and return on investment. Go
through the campaign schedule, setting out key dates for
detailed creative proposals, client approvals and publication.
Restate the key measurements for the campaign.
Step 6

Summarize the key points of your pitch and state why you
believe your pitch will help the client's team meet its marketing
objectives. Invite questions from the client team. Thank the
client team members for their time and ask when they will make
their decision on the winning pitch.

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