1. © 2006 Pearson Education Canada Inc. 4.1 Canadian Advertising in Action Chapter 4 Strategic Planning Concepts for Marketing Communications

2. © 2006 Pearson Education Canada Inc. 4.2 Learning Objectives  Identify distinctions and relationships between types of planning  Describe key variables of a corporate plan  Outline organization and content of marketing & marketing communications plans  Show how integrated marketing communications plans provide solutions

3. © 2006 Pearson Education Canada Inc. 4.3 Business Planning Objectives What is to be accomplished Strategies How objectives will be accomplished Execution Detailed action plan

4. © 2006 Pearson Education Canada Inc. 4.4 Strategic Planning Model Creative / Media Plan Corporate Plan Marketing Plan Marketing Communications Plan Advertising Plan

5. © 2006 Pearson Education Canada Inc. 4.5 Corporate Planning A “Mission Statement” is the foundation of a corporate plan. Corporate Objectives Corporate Strategy

6. © 2006 Pearson Education Canada Inc. 4.6 Corporate Strategies  Penetration  Acquisition  New Products  Strategic Alliances  Divestment

7. © 2006 Pearson Education Canada Inc. 4.7 Which corporate strategy? Visit Crest.com and determine which strategy Crest has used to grow their business.Crest.com

8. © 2006 Pearson Education Canada Inc. 4.8 Major areas marketing responsibility:  Identifying & selecting target markets  Establishing marketing objectives, strategies & tactics  Evaluating & controlling marketing activities Marketing Planning

9. © 2006 Pearson Education Canada Inc. 4.9 Marketing Planning Situation Analysis SWOT Analysis Marketing Plan

10. © 2006 Pearson Education Canada Inc. 4.10 Market Plan: Background Analysis External Influences Market Analysis Product Analysis Competitive Analysis Situation Analysis: SWOT Analysis

11. © 2006 Pearson Education Canada Inc. 4.11 The Marketing Plan Positioning Statement Target Market Profile Marketing Objectives Sales, Market Share, Profit, Marketing Comm. Marketing Strategies Marketing Mix Budget Marketing Execution

12. © 2006 Pearson Education Canada Inc. 4.12 Importance of Positioning Product Price Marketing Comm. Marketing Comm. Distribution Target Market Analysis Target Market Analysis Competitor Analysis Competitor Analysis Positioning Strategy Positioning Strategy

13. © 2006 Pearson Education Canada Inc. 4.13 Marketing Comm. Objectives Clearly identify behavioural objectives or other objectives.  Awareness  Trial  Alter image  Launch new product  Etc.

14. © 2006 Pearson Education Canada Inc. 4.14 Marketing Communications Strategies Advertising Direct Response Online & Interactive Sales Promotion Events & Sponsorships Public Relations Personal Selling Advertising Direct Response Online & Interactive Sales Promotion Events & Sponsorships Public Relations Personal Selling Decisions on components to use influenced by: Budget available Competitive activity

15. © 2006 Pearson Education Canada Inc. 4.15 Advertising Plan Creative Plan Articulate positioning strategy What to say and how to say it Media Plan Effectiveness / Efficiency Emotional / Rational (messages) Begins with advertising objectives

16. © 2006 Pearson Education Canada Inc. 4.16 Advertising Decisions: The 8Ms Merchandise Target Market Motives Message Measurement Media Money Management