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Strategic Planning(Continued)

Lecture 12

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Recap

I. Chapter Key PointsII. Advertising StrategyIII. Basic Strategic Planning Decisions

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7-3

Chapter Outline

I. Chapter Key PointsII. Advertising StrategyIII. Basic Strategic Planning DecisionsIV. Account Planning: What Is It?V. Planning for IMC

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Budgeting

1. Historical Method2. Objective-Task Method3. Percentage of Sales Method4. Competitive Budgets5. All You Can Afford

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7-5

Account Planning: What is It?

• Account planning– The research-and-analysis process used to gain

knowledge and understanding of the consumer

Account Planning Elements

1. Consumer insight2. Message strategy3. Media strategy

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7-6

Account Planning: What is It?

• Account planner– A person in an agency who uses account planning

to research a brand and its customer relationships in order to devise advertising message strategies that are effective in addressing consumer needs and wants

Account Planner Tasks

1. Understand brand2. Understand

audience relationship

3. Articulate strategies4. Prepare creative

briefs5. Evaluate

effectiveness

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7-7

Account Planning: What is It?

• The Research Foundation• Consumer Insight• The Communication Brief

• Used in three phases of the advertising planning process– Strategy generation– Creative development– Campaign evaluation

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7-8

Account Planning: What is It?

• The Research Foundation• Consumer Insight• The Communication Brief

• Intersects with the interests of the customer and the brand features

• Insight mining– Realistic response objective?– Causes of nonresponse?– Barriers to desired response?– Motivation to respond?– Role of each element in the communication mix

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7-9

Account 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 statement

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Constructing a Creative Brief

• Creative brief is a document designed to channel copywriter's and other creatives’ efforts toward a solution that will serve the interest of client.

• It is a document prepared by a brand management team (client) perhaps working with the advertising agency’s account executive and is intended to both inspire creatives and channel their efforts.

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Communication Brief Outline

• Background• Target Audience• Thoughts and Feelings• Objectives and Measures• Behavioral Outcome• Positioning• Message and Medium• Strategy• Nitty-Gritty Details

Source: Shimp, T.A. 2004, Advertising, Promotion and Other aspects of IMC

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Summary

I. Account Planning: What Is It?II. Planning for IMCIII. Creative Brief

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References

• Wells, W., Burnett, J. and Moriarty, S. (2006), Advertising Principles and Practice, Prentice-Hall, New Delhi, ND.

• Shimp T, 2010, Advertising, Promotion and other Aspects of Marketing Communications, 8th edition, South-Western.