2. Vision Statement Value Statement SWOT Mission Statement Culture Stakeholder Values Shareholder Values SW Internal Assessment OT External Assessment Long Term Objectives Tactics & Goals Financial Projections Strategic Analysis & Choice Strategic Plan CSF, Controls & Evaluation

3. The 3 M’s of Advertising  Marketing  Message  Medium

4. Marketing Marketing is your face to the world…

5. Marketing Strategy  Use the SWOT  Long-Term Objectives  Identify Target Markets  Position Yourself  Set Measurable Goals  Communication READY AIM FIRE

6. Target Market  Demographics  Age, Income, Race Zip Code, Sex, etc  Psychographics  Likes & Dislikes  Motivations  Activities

7. Positioning Segmentation + Differentiation Demographics + Psychographics Ability to Buy + Reason to Buy How you POSITION your product makes all the difference

8. Message  Define Problem  Research  Target Market  Persuade (art & copy)

9. Advertising  Concept  USP  Headline  Copy  Offer  Call to Action A good ad is one simple idea, with humanity in it, that connects with consumers, that represents the value system of a company and then can connect it with the consumer. We always say a brand is set of shared values. So if you can simply demonstrate your value system as a brand, so that a consumer could say, "Ah, our values line up. I vote for you, brand!" that's a good ad. Donny Deutsch

10. Hierarchy of effects model  It clarifies the objectives of an advertising campaign and for each individual advertisement. The model suggests that there are six steps a consumer or a business buyer moves through when making a purchase.

11. Hierarchy of effects model  Awareness  Knowledge  Liking  Preference  Conviction  Purchase

12. Marketing Communications (MARCOM)  Medium  Reach  Frequency  Rate  CPM = costo per mille Cost per Thousand THE EXECUTION OF YOUR MARKETING STRATEGY

13. Advertising Mediums  TV  Magazine  Newspaper  Outdoor  Radio  Direct Mail  POP Displays  Internet Pros & Cons To Each

14. Online  Your Website  Industry Sites  Blogs  Sponsorship  Links  Video  Social Networking  Social Buying

15. 50% of your Advertising Goes to Waste Final Thought You Don’t Know Which 50%

16. Questions…