英文版广告学原理与实务7.pptx

Strategic PlanningPart 2:Planning and StrategyChapter 77-2Chapter OutlineI.Chapter Key PointsII.Strategic PlanningIII.Basic Strategic Planning DecisionsIV.Account Planning:What Is It?V.Planning for IMC7-3Key PointsDifferentiate between objectives,strategies,and tactics in strategic planningIdentify the six basic decisions in an advertising planExplain how account planning worksOutline the key features in an IMC plan7-4Strategic PlanningThe process of determining objectives,deciding on strategies,and implementing the tacticsObjectivesWhat you want to accomplishStrategiesHow to accomplish the objectivesTacticsMake the plan come to life7-5A Three-Tiered Process1.The business plan2.The marketing plan3.The advertising or IMC planMay cover a specific division of the company or a strategic business unit with a common set of problems7-6A Three-Tiered Process1.The business plan2.The marketing plan3.The advertising or IMC planParallels the business strategic plan and contains many of the same components7-7A Three-Tiered Process1.The business plan2.The marketing plan3.The advertising or IMC planOperates with the same concern for objectives,strategies,and tactics as business and marketing plans7-8Basic Strategic Planning DecisionsAnnual advertising or IMC planOutlines all the advertising or marketing communication activitiesCampaign planMore tightly focused on solving a particular marketing communication problemTypical Plan OutlineI.Situation analysisII.Key strategic decisionsIII.Media strategyIV.Message strategyV.Other toolsVI.Evaluation of effectiveness7-9Basic Strategic Planning DecisionsSituation analysisResearching and reviewing the current state of the business that is relevant to the brand and gathering all relevant informationAfter the research is compiled,analysis beginsSWOT analysisStrengthsWeaknessesOpportunitiesThreatsKey problems and opportunities7-10Basic Strategic Planning DecisionsObjectives and strategiesPlanners develop specific objectives to be accomplished during a specific time periodThe main categories of effects can be used to identify the most common advertising and IMC strategiesIt is important for advertisers to know what to expect from a campaign or an adMeasurable objectivesSpecific effect that can be measuredA time frameA baselineThe goalPercentage change7-11Basic Strategic Planning DecisionsSegmenting and targetingMarket segment:a group of consumers having similar characteristicsThe segments the planner selects becomes the target audienceGetting deeper insight into consumers is the responsibility of the account planning function7-12Basic Strategic Planning DecisionsPositioning StrategyDetermining what place a product should occupy in a given marketTo establish a location in the consumers mind based on what the product offers and how that compares with the competitionProduct featuresFeature analysisCompetitive advantageImportance/performanceDifferentiationBrandingLocating the brand positionPerceptual mapping7-13Basic Strategic Planning DecisionsBudgetingDetermines how many targets and multiple campaign plans a company or brand can support and the length of time the campaign can runHistorical methodObjective-task methodPercentage-of-sales methodCompetitive budgetsAll you can afford7-14Account Planning:What is It?Account planningThe research-and-analysis process used to gain knowledge and understanding of the consumerAccount Planning Elements1.Consumer insight2.Message strategy3.Media strategy7-15Account Planning:What is It?Account plannerA 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 wantsAccount Planner Tasks1.Understand brand2.Understand audience relationship3.Articulate strategies4.Prepare creative briefs5.Evaluate effectiveness7-16Account Planning:What is It?The Research FoundationConsumer InsightThe Communication BriefUsed in three phases of the advertising planning processStrategy generationCreative developmentCampaign evaluation7-17Account Planning:What is It?The Research FoundationConsumer InsightThe Communication BriefIntersects with the interests of the customer and the brand featuresInsight miningRealistic response objective?Causes of nonresponse?Barriers to desired response?Motivation to respond?Role of each element in the communication mix7-18Account Planning:What is It?The Research FoundationConsumer InsightThe Communication BriefExplains the consumer insight and summarizes the basic strategy decisionsSix major parts:Marketing objectiveProductTarget audienceThe promise and supportBrand personalityStrategy statement7-19Planning for IMCFollows same basic outline as an ad planObjective is to make the most effective use of all marketing communication functionsEffective plans lead to profitable long-term brand relationshipsDifferences in IMC strategic decisionsStakeholdersContact pointsIMC objectives