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Strategic Planning. Lecture 11. Recap. Chapter Key Points Research: The Quest for Intelligence and Insight Consumer Research Consumer Research Process. Chapter Outline. Chapter Key Points Advertising Strategy Basic Strategic Planning Decisions Account Planning: What Is It?

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Strategic planning

Strategic Planning

Lecture 11


Recap
Recap

  • Chapter Key Points

  • Research: The Quest for Intelligence and Insight

  • Consumer Research

  • Consumer Research Process


Chapter outline
Chapter Outline

  • Chapter Key Points

  • Advertising Strategy

  • Basic Strategic Planning Decisions

  • Account Planning: What Is It?

  • Planning for IMC


Key points
Key Points

  • Differentiate between objectives, strategies, and tactics in strategic planning

  • Identify the six basic decisions in an advertising plan

  • Explain how account planning works

  • Outline the key features in an IMC plan


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Strategic planning1

The process of determining objectives, deciding on strategies, and implementing the tactics

Objectives

What you want to accomplish

Strategies

How to accomplish the objectives

Tactics

Make the plan come to life

Strategic Planning


A three tiered process

The business plan strategies, and implementing the tactics

The marketing plan

The advertising or IMC plan

May cover a specific division of the company or a strategic business unit with a common set of problems

A Three-Tiered Process


A three tiered process1

The business plan strategies, and implementing the tactics

The marketing plan

The advertising or IMC plan

Parallels the business strategic plan and contains many of the same components

A Three-Tiered Process


A three tiered process2

The business plan strategies, and implementing the tactics

The marketing plan

The advertising or IMC plan

Operates with the same concern for objectives, strategies, and tactics as business and marketing plans

A Three-Tiered Process


Advertising strategy
Advertising Strategy strategies, and implementing the tactics

Advertising strategy is what the advertiser says about the brand being advertised. It is the formulation of advertising message that communicates the brand’s value proposition.

A five step process:

Specify the Key Fact

State the Primary Problem

State the Advertising Objectives

Implement the Creative Message Strategy

Establish Mandatory Requirements

Shimp, T.A. 2004, Advertising and Promotiona and other aspects of IMC


The advertising or imc plan
The Advertising or IMC Plan strategies, and implementing the tactics

Advertising plans provide the framework for the systematic execution of advertising strategies.


Typical advertising or imc plan outline
Typical Advertising or IMC Plan Outline strategies, and implementing the tactics

  • Situation Analysis

  • Key Strategic Decisions

  • Media Strategy

  • Message Strategy

  • Evaluation of Effectiveness


Situation analysis
Situation Analysis strategies, and implementing the tactics

  • Background Research

  • TOWS Analysis

  • Key Problems and Opportunities


Key strategic decision
Key Strategic Decision strategies, and implementing the tactics

  • Advertising/ IMC Objectives and Strategies

  • Target Audience

  • Brand Position

  • Brand Image and Personality

  • Budget


Media strategy
Media Strategy strategies, and implementing the tactics

  • Media Objectives

  • Vehicle selection and budget allocation


Message strategy
Message Strategy strategies, and implementing the tactics

  • Key Consumer Insight

  • Selling Premise

  • Big Idea

  • Executions


Evaluation of effectiveness
Evaluation of Effectiveness strategies, and implementing the tactics

Evaluation can be done in terms of

  • Sales

  • Profits

  • Customer Awareness, etc.


Summary
Summary strategies, and implementing the tactics

  • Chapter Key Points

  • Advertising Strategy

  • Basic Strategic Planning Decisions


References
References strategies, and implementing the tactics

  • Wells, W., Burnett, J. and Moriarty, S. (2006), Advertising Principles and Practice, Prentice-Hall, New Delhi, ND.

  • Shimp T, 2010, Advertising, Promotion and other Aspects of Marketing Communications, 8th edition, South-Western.


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