Vision Statement Value Statement SWOT Mission Statement Culture Stakeholder Values Shareholder Values SW Internal Assessment OT External Assessment Long Term Objectives Tactics & Goals Financial Projections Strategic Analysis & Choice Strategic Plan CSF, Controls & Evaluation
The 3 M’s of Advertising Marketing Message Medium
Marketing Marketing is your face to the world…
Marketing Strategy Use the SWOT Long-Term Objectives Identify Target Markets Position Yourself Set Measurable Goals Communication READY AIM FIRE
Target Market Demographics Age, Income, Race Zip Code, Sex, etc Psychographics Likes & Dislikes Motivations Activities
Positioning Segmentation + Differentiation Demographics + Psychographics Ability to Buy + Reason to Buy How you POSITION your product makes all the difference
Message Define Problem Research Target Market Persuade (art & copy)
Advertising Concept USP Headline Copy Offer Call to Action A good ad is one simple idea, with humanity in it, that connects with consumers, that represents the value system of a company and then can connect it with the consumer. We always say a brand is set of shared values. So if you can simply demonstrate your value system as a brand, so that a consumer could say, "Ah, our values line up. I vote for you, brand!" that's a good ad. Donny Deutsch
Hierarchy of effects model It clarifies the objectives of an advertising campaign and for each individual advertisement. The model suggests that there are six steps a consumer or a business buyer moves through when making a purchase.
Hierarchy of effects model Awareness Knowledge Liking Preference Conviction Purchase
Marketing Communications (MARCOM) Medium Reach Frequency Rate CPM = costo per mille Cost per Thousand THE EXECUTION OF YOUR MARKETING STRATEGY
Advertising Mediums TV Magazine Newspaper Outdoor Radio Direct Mail POP Displays Internet Pros & Cons To Each
Online Your Website Industry Sites Blogs Sponsorship Links Video Social Networking Social Buying
50% of your Advertising Goes to Waste Final Thought You Don’t Know Which 50%
Questions…