英文版《广告学：原理与实务》课件7.ppt

英文版《广告学：原理与实务》课件7.ppt

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StrategicPlanningPart2:

PlanningandStrategyChapter7ChapterOutlineI.ChapterKeyPointsII.StrategicPlanningIII.BasicStrategicPlanningDecisionsIV.AccountPlanning:

WhatIsIt?

V.PlanningforIMC2KeyPointsDifferentiatebetweenobjectives,strategies,andtacticsinstrategicplanningIdentifythesixbasicdecisionsinanadvertisingplanExplainhowaccountplanningworksOutlinethekeyfeaturesinanIMCplan3StrategicPlanningTheprocessofdeterminingobjectives,decidingonstrategies,andimplementingthetacticsObjectivesWhatyouwanttoaccomplishStrategiesHowtoaccomplishtheobjectivesTacticsMaketheplancometolife4AThree-TieredProcess1.Thebusinessplan2.Themarketingplan3.TheadvertisingorIMCplanMaycoveraspecificdivisionofthecompanyorastrategicbusinessunitwithacommonsetofproblems5AThree-TieredProcess1.Thebusinessplan2.Themarketingplan3.TheadvertisingorIMCplanParallelsthebusinessstrategicplanandcontainsmanyofthesamecomponents6AThree-TieredProcess1.Thebusinessplan2.Themarketingplan3.TheadvertisingorIMCplanOperateswiththesameconcernforobjectives,strategies,andtacticsasbusinessandmarketingplans7BasicStrategicPlanningDecisionsAnnualadvertisingorIMCplanOutlinesalltheadvertisingormarketingcommunicationactivitiesCampaignplanMoretightlyfocusedonsolvingaparticularmarketingcommunicationproblemTypicalPlanOutlineSituationanalysisKeystrategicdecisionsMediastrategyMessagestrategyOthertoolsEvaluationofeffectiveness8BasicStrategicPlanningDecisionsSituationanalysisResearchingandreviewingthecurrentstateofthebusinessthatisrelevanttothebrandandgatheringallrelevantinformationAftertheresearchiscompiled,analysisbeginsSWOTanalysisStrengthsWeaknessesOpportunitiesThreatsKeyproblemsandopportunities9BasicStrategicPlanningDecisionsObjectivesandstrategiesPlannersdevelopspecificobjectivestobeaccomplishedduringaspecifictimeperiodThemaincategoriesofeffectscanbeusedtoidentifythemostcommonadvertisingandIMCstrategiesItisimportantforadvertiserstoknowwhattoexpectfromacampaignoranadMeasurableobjectivesSpecificeffectthatcanbemeasuredAtimeframeAbaselineThegoalPercentagechange10BasicStrategicPlanningDecisionsSegmentingandtargetingMarketsegment:

agroupofconsumershavingsimilarcharacteristicsThesegmentstheplannerselectsbecomesthetargetaudienceGettingdeeperinsightintoconsumersistheresponsibilityoftheaccountplanningfunction11BasicStrategicPlanningDecisionsPositioningStrategyDeterminingwhatplaceaproductshouldoccupyinagivenmarketToestablishalocationintheconsumersmindbasedonwhattheproductoffersandhowthatcompareswiththecompetitionProductfeaturesFeatureanalysisCompetitiveadvantageImportance/performanceDifferentiationBrandingLocatingthebrandpositionPerceptualmapping12BasicStrategicPlanningDecisionsBudgetingDetermineshowmanytargetsandmultiplecampaignplansacompanyorbrandcansupportandthelengthoftimethecampaigncanrunHistoricalmethodObjective-taskmethodPercentage-of-salesmethodCompetitivebudgetsAllyoucanafford13AccountPlanning:

WhatisIt?

AccountplanningTheresearch-and-analysisprocessusedtogainknowledgeandunderstandingoftheconsumerAccountPlanningElementsConsumerinsightMessagestrategyMediastrategy14AccountPlanning:

WhatisIt?

AccountplannerApersoninanagencywhousesaccountplanningtoresearchabrandanditscustomerrelationshipsinordertodeviseadvertisingmessagestrategiesthatareeffectiveinaddressingconsumerneedsandwantsAccountPlannerTasksUnderstandbrandUnderstandaudiencerelationshipArticulatestrategiesPreparecreativebriefsEvaluateeffectiveness15AccountPlanning:

WhatisIt?

TheResearchFoundationConsumerInsightTheCommunicationBriefUsedinthreephasesoftheadvertisingplanningprocessStrategygenerationCreativedevelopmentCampaignevaluation16AccountPlanning:

WhatisIt?

TheResearchFoundationConsumerInsightTheCommunicationBriefIntersectswiththeinterestsofthecustomerandthebrandfeaturesInsightminingRealisticresponseobjective?

Causesofnonresponse?

Barrierstodesiredresponse?

Motivationtorespond?

Roleofeachelementinthecommunicationmix17AccountPlanning:

WhatisIt?

TheResearchFoundationConsumerInsightTheCommunicationBriefExplainstheconsumerinsightandsummarizesthebasicstrategydecisionsSixmajorparts:

MarketingobjectiveProductTargetaudienceThepromiseandsupportBrandpersonalityStrategystatement18PlanningforIMCFollowssamebasicoutlineasanadplanObjectiveistomakethemosteffectiveuseofallmarketingcommunicationfunctionsEffectiveplansleadtoprofitablelong-termbrandrelationshipsDifferencesinIMCstrategicdecisionsStakeholdersContactpointsIMCobjectives19