1. Part 2: Planning and Strategy Chapter 7
Strategic Planning
Part 2: Planning and Strategy
Chapter 7

2. 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

3. Strategic Planning
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

4. A Three-Tiered Process
The business plan
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

5. A Three-Tiered Process
The business plan
The marketing plan
The advertising or IMC plan
Parallels the business strategic plan and contains many of the same components

6. A Three-Tiered Process
The business plan
The marketing plan
The advertising or IMC plan
Operates with the same concern for objectives, strategies, and tactics as business and marketing plans

7. Basic Strategic Planning Decisions
Annual advertising or IMC plan
Outlines all the advertising or marketing communication activities
Campaign plan
More tightly focused on solving a particular marketing communication problem
Typical Plan Outline
Situation analysis
Key strategic decisions
Media strategy
Message strategy
Other tools
Evaluation of effectiveness

8. Basic Strategic Planning Decisions
Situation analysis
Researching and reviewing the current state of the business that is relevant to the brand and gathering all relevant information
After the research is compiled, analysis begins
SWOT analysis
Strengths
Weaknesses
Opportunities
Threats
Key problems and opportunities

9. Basic Strategic Planning Decisions
Objectives and strategies
Planners develop specific objectives to be accomplished during a specific time period
The main categories of effects can be used to identify the most common advertising and IMC strategies
It is important for advertisers to know what to expect from a campaign or an ad
Measurable objectives
Specific effect that can be measured
A time frame
A baseline
The goal
Percentage change

10. Basic Strategic Planning Decisions
Segmenting and targeting
Market segment: a group of consumers having similar characteristics
The segments the planner selects becomes the target audience
Getting deeper insight into consumers is the responsibility of the account planning function

11. Basic Strategic Planning Decisions
Positioning Strategy
Determining what place a product should occupy in a given market
To establish a location in the consumer’s mind based on what the product offers and how that compares with the competition
Product features
Feature analysis
Competitive advantage
Importance/performance
Differentiation
Branding
Locating the brand position
Perceptual mapping

12. Basic Strategic Planning Decisions
Budgeting
Determines how many targets and multiple campaign plans a company or brand can support and the length of time the campaign can run
Historical method
Objective-task method
Percentage-of-sales method
Competitive budgets
All you can afford

13. Account Planning: What is It?
The research-and-analysis process used to gain knowledge and understanding of the consumer
Account Planning Elements
Consumer insight
Message strategy
Media strategy

14. Account Planning: What is It?
Account planner
A person in an agency who uses account planning to research a brand and its customer relationships in order to devise advertising message strategies that are effective in addressing consumer needs and wants
Account Planner Tasks
Understand brand
Understand audience relationship
Articulate strategies
Prepare creative briefs
Evaluate effectiveness

15. Account Planning: What is It?
The Research Foundation
Consumer Insight
The Communication Brief
Used in three phases of the advertising planning process
Strategy generation
Creative development
Campaign evaluation

16. Account Planning: What is It?
The Research Foundation
Consumer Insight
The Communication Brief
Intersects with the interests of the customer and the brand features
Insight mining
Realistic response objective?
Causes of nonresponse?
Barriers to desired response?
Motivation to respond?
Role of each element in the communication mix

17. Account Planning: What is It?
The Research Foundation
Consumer Insight
The Communication Brief
Explains the consumer insight and summarizes the basic strategy decisions
Six major parts:
Marketing objective
Product
Target audience
The promise and support
Brand personality
Strategy statement