An advertising plan is a basic subset of a marketing plan. It helps a business to establish smaller goals as part of a larger marketing strategy.For example, an advertising plan may be created for a few months to a year, where an overall marketing strategy may aim to corner a portion of the market in 5 years.The plan includes objectives, reports, market research, pitches, media outlets, and a budget.. Review your marketing plan. The marketing plan takes into account all modes of business strategy to increase sales, referral and repeat business. Advertising should be a subheading of the marketing plan, along with a website and original content.