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

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

3. 3 Scanning Figure 7.1. pg. 182

4. 4 The Business Plan Business strategic plan Functional Plan Specific Plan

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

6. 6 Scanning: Figure 7.3 pg. 186. Steps in the Marketing Plan

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

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

9. 9 The Creative Strategy Problems Objectives Target Markets

10. 10 The Media Strategy Planning Buying Evaluating

11. 11 Other Communication Tools Sales Promotion Public Relations Personal Selling