1 Matakuliah:G0492 / English for Advertising Tahun: 2005/2006 Advertising Planning and Strategy Strategic planning The Marketing Plan The Advertising Plan.

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Presentation transcript:

1 Matakuliah:G0492 / English for Advertising Tahun: 2005/2006 Advertising Planning and Strategy Strategic planning The Marketing Plan The Advertising Plan

2 Strategic Planning Determine the objectives Decide the strategies Implement the tactics

3 Scanning Figure 7.1. pg. 182

4 The Business Plan Business strategic plan Functional Plan Specific Plan

5 The Marketing Plan Selecting Marketing Objectives Selecting Marketing Opportunities Selecting Target Markets Developing Marketing Strategies Executing Plans

6 Scanning: Figure 7.3 pg Steps in the Marketing Plan

7 The Advertising Plan Situation Analysis Advertising Planning Decisions Implementation Evaluation The Advertising Budget

8 Budgeting Methods Historical Method Objective-Task Method Percentage-of-Sales Method Competitive Method All You can Afford

9 The Creative Strategy Problems Objectives Target Markets

10 The Media Strategy Planning Buying Evaluating

11 Other Communication Tools Sales Promotion Public Relations Personal Selling