Ch 4: Strategic Planning

1
Ch 4 Strategic Planning

• Top Down Bottom Up
• Corp Goals
• Mtg Goals
• Mktg Plan
• Marcom Plan

2
Business Planning

• Objectives
• What is to be accomplished

• Strategies
• How objectives will be accomplished

• Execution
• Detailed action plan

3
Strategic Planning Model
Creative / Media Plan
4
Corporate Strategies

• Penetration
• Acquisition
• New Products
• Strategic Alliances
• Divestment

5
GOALS

• 1. Increase Awareness
• aided awareness of brand its features
• unaided relative awareness plus top of mind
  recall
• 2. Shift Attitudes and Perception
• association imagery
• generate excitement/interest
• reinforce value perception and elasticity (see
  perceptual map example)
• referrals/WOM
• build credibility
• 3. Behaviour
• enquiry, trial, sample or interactive test
• build brand value, brand preference/equity
  loyalty
• purchase, increase product use

6
Which corporate strategy?
Visit Crest.com and determine which strategy
Crest has used to grow their business.
7
Advertising Plan
Begins with advertising objectives

• Creative Plan
• Articulate positioning strategy
• What to say and how to say it
• Media Plan
• Effectiveness / Efficiency
• Emotional / Rational (messages)

8
Advertising Decisions The 8Ms
Merchandise
Target Market
Motives
Message
Measurement
Media
Money
Management
9
Ch 5 Creative Planning Essentials

• Creative Brief
• Mkt Info
• Problem ID
• Objectives
• Positioning Stmt
• Appeals
• Execution
• Measurement
• Worksheet Docket tracking

10
Selecting a Creative Approach
11
Basic Creative Brief Format

• Whats the Business or Marketing Problem we are
  Trying to Solve?
• Target audience
• Demographics age,gender,occupation, income,
  education, geographic location.
• Psychographics Activities, Interests, Opinions,
  VALS, Goldfarb
• Creative objective In simple terms, what is it
  that you want your ad to accomplish
• Key consumer benefit statement
• 25 words or less stating the single greatest
  benefit to the consumer.
• Supporting reasons for the benefit statement
• One of Demonstrated or physical proof, Proof of
  consumer preference, Proof by association,
  Subliminal proof . Describe
• Personality or feeling of Your Ad
• affectionate energetic mysterious warm deliberate
  cocoon
• alluring friendly polite brash effervescent daring
  
• authoritative generous romantic enchanting intelli
  gent hip
• believable genteel sensuous kindhearted jovial sci
  entific
• clever home-oriented sexy zany unabashed hedonisti
  c
• conventional idealistic sophisticated zesty ventur
  esome exaggerated
• considerate impeccable sympathetic logical excitin
  g safe

12
Sample Creative brief
13
Samples

• See GLs websites for more examples
• www.lintons.on.ca

14
E-mail Campaign Creative Brief
15
The Communications Process
Receiver
Sender
Message
Noise
Feedback
Action by Receiver
16
Creative Development Process
17
ES194 How the importance of three promotional
elements varies during the consumers purchase
decision
High
Personal selling
Sales promotion
Importance of promotional tool
Advertising
Low
Prepurchase
Purchase
Postpurchase
Stage of consumers purchase decision
18
Strategies for High Tech Companies
19
Creative Brief Document
A discussion document prepared by the client. It
contains relevant information that the agency
creative team can use to develop the creative
strategy.