英文版《廣告學(xué)：原理與實(shí)務(wù)》課件

1、英文版廣告學(xué)：原理與實(shí)務(wù)課件Strategic PlanningPart 2: Planning and StrategyChapter 72Chapter OutlineChapter Key PointsStrategic PlanningBasic Strategic Planning DecisionsAccount Planning: What Is It?Planning for IMC3Key Points Differentiate between objectives, strategies, and tactics in strategic planning Identif

2、y the six basic decisions in an advertising plan Explain how account planning works Outline the key features in an IMC plan4Strategic Planning The process of determining objectives, deciding on strategies, and implementing the tactics Objectives What you want to accomplish Strategies How to accompli

3、sh the objectives Tactics Make the plan come to life5A Three-Tiered ProcessThe business planThe marketing planThe advertising or IMC plan May cover a specific division of the company or a strategic business unit with a common set of problems6A Three-Tiered ProcessThe business planThe marketing planT

4、he advertising or IMC plan Parallels the business strategic plan and contains many of the same components7A Three-Tiered ProcessThe business planThe marketing planThe advertising or IMC plan Operates with the same concern for objectives, strategies, and tactics as business and marketing plans8Basic

5、Strategic Planning Decisions Annual advertising or IMC plan Outlines all the advertising or marketing communication activities Caign plan More tightly focused on solving a particular marketing communication problemTypical Plan OutlineSituation analysisKey strategic decisionsMedia strategyMessage str

6、ategyOther toolsI.Evaluation of effectiveness9Basic Strategic Planning Decisions Situation analysis Researching and reviewing the current state of the business that is relevant to the brand and gathering all relevant information After the research is compiled, analysis begins SWOT analysis Strengths

7、 Weaknesses Opportunities Threats Key problems and opportunities10Basic Strategic Planning Decisions Objectives and strategies Planners develop specific objectives to be accomplished during a specific time period The main categories of effects can be used to identify the most common advertising and

8、IMC strategies It is important for advertisers to know what to expect from a caign or an ad Measurable objectives Specific effect that can be measured A time frame A baseline The goal Percentage change11Basic Strategic Planning Decisions Segmenting and targeting Market segment: a group of consumers

9、having similar characteristics The segments the planner selects becomes the target audience Getting deeper insight into consumers is the responsibility of the account planning function12Basic Strategic Planning Decisions Positioning Strategy Determining what place a product should occupy in a given

10、market To establish a location in the consumers mind based on what the product offers and how that compares with the competition Product features Feature analysis Competitive advantage Importance/performance Differentiation Branding Locating the brand position Perceptual mapping13Basic Strategic Pla

11、nning Decisions Budgeting Determines how many targets and multiple caign plans a company or brand can support and the length of time the caign can run Historical method Objective-task method Percentage-of-sales method Competitive budgets All you can afford14Account Planning: What is It? Account plan

12、ning The research-and-analysis process used to gain knowledge and understanding of the consumerAccount Planning ElementsConsumer insightMessage strategy1. Media strategy15Account Planning: What is It? Account planner A person in an agency who uses account planning to research a brand and its custome

13、r relationships in order to devise advertising message strategies that are effective in addressing consumer needs and wantsAccount Planner TasksUnderstand brandUnderstand audience relationshipArticulate strategiesPrepare creative briefs1. Evaluate effectiveness16Account Planning: What is It? The Res

14、earch Foundation Consumer Insight The Communication Brief Used in three phases of the advertising planning process Strategy generation Creative development Caign evaluation17Account Planning: What is It? The Research Foundation Consumer Insight The Communication Brief Intersects with the interests o

15、f the customer and the brand features Insight miningRealistic response objective?Causes of nonresponse? Barriers to desired response? Motivation to respond? Role of each element in the communication mix18Account Planning: What is It? The Research Foundation Consumer Insight The Communication Brief Explains the consumer insight and summarizes the basic strategy decisions Six major parts: Marketing objective Product Target audience The promise and support Brand personality Strategy statement19Planning for IMC Follows same basic outlin