Advertisement Planning Sheet
Plan the whole advertisement before you make it. A clear brief saves time and makes every choice defensible.
Success criteria
- I can define a clear audience, purpose, and message.
- I can plan image, colour, layout, and type to support the message.
- I can choose techniques deliberately, not randomly.
- I can write copy that fits the brand voice.
1. The brief
| Question | Your plan |
|---|---|
| What are you advertising? (product, event, or public message) | |
| Who is the target audience? | |
| What is the purpose? | |
| What is the one message the audience should remember? | |
| What benefit are you promising? | |
| What evidence or detail makes the promise believable? | |
| What is the call to action? | |
| What brand voice will you use? (two adjectives) |
2. Visual plan
| Choice | Your plan | Why it fits |
|---|---|---|
| Main image | ||
| Secondary image or detail | ||
| Colour palette | ||
| Most salient element | ||
| Reading path | ||
| Typography | ||
| White space |
3. Copy plan
| Element | Your draft |
|---|---|
| Slogan or tagline | |
| Headline | |
| Subhead | |
| Body copy (one or two sentences) | |
| Call to action |
4. Technique plan
Choose three techniques. Explain how each one will work on your audience.
| Technique | Where it appears | Effect on the audience |
|---|---|---|
5. Thumbnail sketch
Draw a rough layout. Boxes are enough. Label the image, headline, body copy, and call to action.
| Thumbnail sketch |
|---|
6. Rationale notes
Use these notes later in your 250-300 word rationale.
| Question | Notes |
|---|---|
| How does the image position the audience? | |
| How does the colour guide attention or feeling? | |
| How does the layout create a reading path? | |
| How does the copy support the message? | |
| Why is this call to action right for this audience? | |
| What is one weakness or risk in your design? |
7. Pre-draft checklist
- My audience is specific enough to guide choices.
- My message can be stated in one sentence.
- My main image is original or copyright-free.
- My colour palette has a reason, not just personal taste.
- My headline is more specific than “Buy our product”.
- My call to action is clear and realistic.
- I have not used a real logo or made a false claim.
- I can explain every major choice in my rationale.
Teacher notes
Approve each brief before students begin drafting. The most common problem is a vague audience such as “everyone”.
Require students to show you the thumbnail before they open a design tool. Planning on paper reduces decorative decisions.
If students use a digital tool, remind them to keep a copy of their planning sheet for the rationale.
Collect the sheets and check that the technique plan matches the visual plan.