Outline Strategic planning The marketing plan The advertising plan The creative plan and copy strategy Chapter 7 Advertising Planning and Strategy

Chapter 7: Advertising Planning and Strategy2 Strategic planning: making intelligent decisions The business plan Strategic Planning

Chapter 7: Advertising Planning and Strategy3 The Marketing Plan Marketing objectives Selecting marketing opportunities Selecting target markets Executing plans Evaluating plans

Chapter 7: Advertising Planning and Strategy4 The Advertising Plan Introduction Situation analysis

Chapter 7: Advertising Planning and Strategy5 The Advertising Plan Advertising planning decisions –Advertising objectives –Targeting the audience –Product features and competitive advantage –Brand personality –Positioning strategies

Chapter 7: Advertising Planning and Strategy6 The Advertising Plan Implementation Evaluation

Chapter 7: Advertising Planning and Strategy7 The Advertising Plan The advertising budget –Historical method –Task-objective method: bottom-up –Percentage-of-sales method –Competitive methods –All you can afford

Chapter 7: Advertising Planning and Strategy8 The Advertising Plan The advertising budget –Historical method –Task-objective method: bottom-up –Percentage-of-sales method –Competitive methods –All you can afford

Chapter 7: Advertising Planning and Strategy9 Strategy Creative strategy Media strategy Selecting other communication tools