Académique Documents
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and Practices
Strategic Planning
Questions We’ll Answer
• What is the difference between objectives,
strategies, and tactics in strategic planning?
• How is a campaign plan constructed, and
what are its six basic sections?
• What is account planning and how is it
used in advertising?
• In what ways does an IMC plan differ
from an advertising plan?
Principle:
Analysis of SWOT means finding ways to
address the weaknesses and threats and
leverage the strengths and opportunities.
Principle:
Advertising can only solve message-related or
perception problems.
Principle:
The goal of positioning is to establish a product in
the consumer’s mind based on its features and
advantages relative to its competition.
Prentice Hall, © 2009 7-17
A Perceptual Map for Cars
Principle:
The account manager is seen as the voice of the
client, and the account planner is seen as the
voice of the consumer.
Marketing
Communication Area Typical Objectives
Public Relations Announce news; affect attitudes and opinions; maximize credibility and
likeability; create and improve stakeholder relationships
Trade Sales Build industry acceptance; push through the channel; motivate
Promotion cooperation; energize sales force, dealers, distributors
Direct Marketing Stimulate sale; create personal interest and relevance; provide
information; create acceptance, conviction