Differentiate between objectives, strategies, and tactics in strategic planning

1
Chapter 7

• Differentiate between objectives, strategies, and
  tactics in strategic planning
• Identify the basic steps in an advertising plan
• Explain how account planning works
• Outline the key features in an IMC plan

2
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

3
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

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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

5
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

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Basic Strategic Planning Steps

• 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

7
Basic Strategic Planning Steps

• 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

8
Basic Strategic Planning Steps

• 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

9
Basic Strategic Planning Steps

• 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

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Basic Strategic Planning Steps

• Positioning Strategy
• Determining what place a product should occupy in
  a given market
• To establish a location in the consumers 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

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Basic Strategic Planning Steps

• 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

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Account Planning What is It?

• Account planning
• The research-and-analysis process used to gain
  knowledge and understanding of the consumer

• Account Planning Elements
• Consumer insight
• Message strategy
• Media strategy

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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

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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

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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

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Account Planning What is It?

• The Research Foundation
• Consumer Insight
• The Communication Brief

• Explains the consumer insight and summarizes the
  basic strategy decisions
• An outline that guides the creative process,
  keeping it strategically sound
• Gives spark to the creative process

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The Creative Brief

• Problem to be solved
• Target market and audience
• The brand description
• Marketing/communication objectives
• The proposition and support
• Message strategy/execution
• Media strategy

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Planning for IMC

• Follows same basic outline as an ad plan
• Objective is to make the most effective use of
  all marketing communication functions
• Effective plans lead to profitable long-term
  brand relationships

• Differences in IMC strategic decisions
• Stakeholders
• Contact points
• IMC objectives