Advertising needs planning and innovation since clients operate in different market and has different needs.
Every ideal advertising planning method should be realistic, pragmatic, fundamental and structured.
Realistic means they must be based on what has been found in practice but not just the imposition of an external structure.
Pragmatic also means the advertising planning method must be reasonably simple, memorable and easy to follow. In other words, they must be workable.
An advertising planning method being fundamental means they must be based on logical and consistent theories of how advertising contributes to marketing. This also includes how communication works in advertising, how people create new ideas and how they work together to produce the best outcomes.
Adverting planning method should be able to be broken down into simpler processes to make evaluation of each task easier. This makes the method structured.