Advertising Proposal Template

An advertising proposal basically describes an advertising agency’s idea and suggestions for an effective and efficient advertising campaign. The proposal may be presented by an agency to win a new client while competing in a bid with other rival agencies.

Through this proposal, the old or prospective client, assess or evaluate the practicality and creativeness of the proposal. Furthermore, they also assess whether the proposal meets the brief or not.

An advertising proposal is written as a first step to forming a mutual relationship for the benefit of you, your business, and a prospective client. Do not just insert ad recommendations, information about the rate, and other generic details, you have to specifically address your strategy to meet the goals, needs, and approaches of the client.


The proposal will be divided into different categories so that you can address all the important elements. The advertising proposal should be divided into four elements:

  • Proposal Overview
  • Goals and Objectives
  • Advertising Strategy
  • Costs and Campaign Options

These points will help you to design a detailed proposal with all significant details to make it successful.

Advertising proposal is an important tool through which advertising agencies can convince a company that they can run a smooth advertisement campaign in order to advertise the business or a product.

Through this proposal, a company, business, or product can be rightly promoted. The client, first of all, evaluates all aspects of this proposal and then decides which agency met the brief in the most decent way. This means that a good proposal can easily attract customers.

The advertising proposal template is available here to guide you to write a professional proposal. Marketing is really important to the success of your business as it plays a vital role for every size of business because, without marketing your products, you could not beat your competitors.

Usually, the advertising proposal is written by the advertising agency, and it should contain the recommendations by the agency for the success and promotion of the business.

To make your proposal successful, you have to write it in a different way. The proposals should attract lots of customers to your business, therefore it should contain different exciting packages. Design a customized proposal to target your specific market, and do not forget to write all the features of your marketing needs.

The best way to write a winning advertising proposal is to follow the standard format of the template. The proposal should start with the name of the proposal, after which should come the name of the advertising agency, address, name of the state, postal code, and city name. The date on which the proposal is presented should follow.

The main body should start with the objectives that will give a detailed analysis of why the advertisement is needed. After that, the name and details of the product or company should be drafted. This ensures that the reader completely understands the relevant product.

Then the targeted client for the advertisement should be described. This makes the picture clear about who will be the audience that will be targeted through this effective marketing.

The proposal does not end here; this also defines the theme of possible advertisement. This heading ensures that the client understands all about the advertisement the agency is proposing. It may also mention the media through which advertisements will be published. An effective proposal also includes details of other services that the agency provides.

In the end, the date on which the proposal is presented should be mentioned along with the name of the head of the presenter.

The Template

Client: B-Linen


Designer: Amelia Martin

Chicago, Illinois

Advertisement Proposal for B-Linen


B-linen is a company, offering a variety of beddings, cushions, pillows, and throws. B-linen aims to provide our clients with a unique identity through our work, to target ideal customers, and create more awareness of their products which will provide growth and more success to the business.

Company Introduction

B-linen is a full-service Advertising Agency founded in 2011 in Chicago, USA. We offer a wide range of advertising and marketing services, including graphics, logos, brochures, stationery collection, packaging, website design, and social media marketing. We provide brands with a visual connection to the people. We are the best at what we do and our prices are also lower than our contenders.

Situation Analysis

Bed and Bath linen is a competitive industry. Sleep has now been conceived as the most important need of the human body. This has increased the willingness to invest in products that provide comfort and relaxation.

Our team handles the overall brand imaging; assists in research and strategic planning to increase sales and provides professional creative services.


Our objective is to facilitate our clients with an ad campaign that yields a positive Return on Investment, expands the customer base, and increases sales. We aim to increase brand awareness by 50% in the target market within the next 6 months.

Advertising Plan

To reach the target audience, we have planned out the following strategies for an advertisement:

Design a Logo: In the advertisement, a logo ensures and promotes public recognition and identity, so our first step will be to create a unique and appealing logo for your brand. We have done research on which colors attract homemakers and teenagers and we have come up with an idea for the new logo. It will be used in the print media along with photos of the store interior, exteriors, and items sold.

Photo-shoot: Next, we conduct a photoshoot of the store and the items available at the store. Mainly we will need:

  • A photo of the store from outside
  • A photo of the store owner
  • Photos of the items sold such as beddings, cushions, and throws.

These photos will be used on flyers, brochures, magazines, billboards, and other print mediums.

Design the Advertisement Campaign: Develop the content for the relevant media.

  • Print Media: Our qualified designers make catchy and visually appealing ads. They will design creative and colorful posters, brochures, flyers, billboards, and newspaper ads.
  • Social Media: Today, social media has a massive user base. B-Bedding Banners will be placed on the internet. Also, the company’s page will be made on all mediums.
  • Radio Broadcast: Our team will produce a short audio advertisement, which will run on the radio.

Advertising Strategy/Steps

We plan to work on Promotional and Institutional advertisement.

Print Media Advertisement:

  • Print a weekly full-page spread in the women’s magazines.
  • On weekends, print a half front page ad in the ABC newspaper.
  • Print and drop off flyers in residential areas.

Billboards: 10 billboards will be placed on the main roads in urban and metropolitan areas for 30 days.

Social Media Advertisement: Discounts and Promotions will be shared on the Company’s page.

Internet Advertisement: All the ads on the internet will be optimized by our company to ensure the maximum click-through rate. Web Banners will be placed providing a direct link to the company’s page.

Radio Advertisement: An ad will be run between 9 am-4 pm because this span covers the time for the working women traveling to and from work, as well as the homemakers staying at home relaxing after finishing their chores.


The estimated cost for running this campaign for 6 months will be approximately $50,000. The cost of items is as follows:

NAMEAs per$ US
Print MediaDay$300
Social Media AdsMonth$3000
Banner Display AdsMonth$200
Billboard Ad.Month$250
Radio Ad.Week$500
Production ChargesMonth$20,000


  • 30% At the time of acceptance of the proposal
  • 30% At the time of Approval of the material
  • 40% At the time of deployment of the campaign


An audit will be done after each month to ensure that the plans are executed in a cost-effective and controlled manner. A ‘right to audit’ clause will be added to the contract so that internal auditors examine records. A report of all activities related to promotions will be generated weekly.


Our company has Professional liability insurance as well as Cyber Insurance in case of a cyber-attack

Occurs and corrupts the campaign.

We look forward to hearing from you.


Amelia Martin


Advertising proposal template