Muhammad Waqas Strategic Planning (Continued) Lecture 12

Muhammad Waqas Recap I.Chapter Key Points II.Advertising Strategy III.Basic Strategic Planning Decisions

Muhammad Waqas 7-3 Chapter Outline I.Chapter Key Points II.Advertising Strategy III.Basic Strategic Planning Decisions IV.Account Planning: What Is It? V.Planning for IMC

Muhammad Waqas Budgeting 1.Historical Method 2.Objective-Task Method 3.Percentage of Sales Method 4.Competitive Budgets 5.All You Can Afford

Muhammad Waqas 7-5 Account Planning: What is It? Account planning – The research-and- analysis process used to gain knowledge and understanding of the consumer Account Planning Elements 1.Consumer insight 2.Message strategy 3.Media strategy

Muhammad Waqas 7-6 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 1.Understand brand 2.Understand audience relationship 3.Articulate strategies 4.Prepare creative briefs 5.Evaluate effectiveness

Muhammad Waqas 7-7 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

Muhammad Waqas 7-8 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

Muhammad Waqas 7-9 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

Muhammad Waqas Constructing a Creative Brief Creative brief is a document designed to channel copywriter's and other creatives’ efforts toward a solution that will serve the interest of client. It is a document prepared by a brand management team (client) perhaps working with the advertising agency’s account executive and is intended to both inspire creatives and channel their efforts.

Muhammad Waqas Communication Brief Outline Background Target Audience Thoughts and Feelings Objectives and Measures Behavioral Outcome Positioning Message and Medium Strategy Nitty-Gritty Details Source: Shimp, T.A. 2004, Advertising, Promotion and Other aspects of IMC

Muhammad Waqas Summary I.Account Planning: What Is It? II.Planning for IMC III.Creative Brief

Muhammad Waqas References 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.