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?
What you want to accomplish
How to accomplish the objectives
Make the plan come to lifeStrategic Planning
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
Advertising plans provide the framework for the systematic execution of advertising strategies.
Evaluation can be done in terms of