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Transcript of © 2006 Pearson Education Canada Inc. 4.1 Canadian Advertising in Action Chapter 4 Strategic...
© 2006 Pearson Education Canada Inc. 4.1
Canadian Advertising in Action
Chapter 4
Strategic Planning Concepts for Marketing Communications
© 2006 Pearson Education Canada Inc. 4.2
Learning Objectives
Identify distinctions and relationships between types of planning
Describe key variables of a corporate plan Outline organization and content of
marketing & marketing communications plans
Show how integrated marketing communications plans provide solutions
© 2006 Pearson Education Canada Inc. 4.3
Business Planning
Objectives• What is to be accomplished
Strategies• How objectives will be accomplished
Execution• Detailed action plan
© 2006 Pearson Education Canada Inc. 4.4
Strategic Planning Model
Creative / Media PlanCreative / Media Plan
Corporate PlanCorporate Plan
Marketing PlanMarketing Plan
Marketing Communications PlanMarketing Communications Plan
Advertising PlanAdvertising Plan
© 2006 Pearson Education Canada Inc. 4.5
Corporate Planning
A “Mission Statement” is the foundation of a corporate plan.
• Corporate Objectives
• Corporate Strategy
© 2006 Pearson Education Canada Inc. 4.6
Corporate Strategies
Penetration
Acquisition
New Products
Strategic Alliances
Divestment
© 2006 Pearson Education Canada Inc. 4.7
Which corporate strategy?
Visit Crest.com and determine which strategy Crest has used to grow their business.
© 2006 Pearson Education Canada Inc. 4.8
Major areas marketing responsibility: Identifying & selecting target markets Establishing marketing objectives,
strategies & tactics Evaluating & controlling marketing
activities
Marketing Planning
© 2006 Pearson Education Canada Inc. 4.9
Marketing Planning
Situation AnalysisSituation Analysis
SWOT AnalysisSWOT Analysis
Marketing PlanMarketing Plan
© 2006 Pearson Education Canada Inc. 4.10
Market Plan: Background Analysis
External Influences Market Analysis Product Analysis Competitive Analysis
Situation Analysis:
SWOT Analysis
© 2006 Pearson Education Canada Inc. 4.11
The Marketing Plan
Positioning Statement
Target Market Profile Marketing Objectives
Sales, Market Share, Profit, Marketing Comm.
Marketing StrategiesMarketing MixBudget
Marketing Execution
© 2006 Pearson Education Canada Inc. 4.12
Importance of Positioning
ProductProduct PricePrice MarketingComm.
MarketingComm. DistributionDistribution
Target MarketAnalysis
Target MarketAnalysis
CompetitorAnalysis
CompetitorAnalysis
Positioning Strategy
Positioning Strategy
© 2006 Pearson Education Canada Inc. 4.13
Marketing Comm. Objectives
Clearly identify behavioural objectives or other objectives.
Awareness
Trial
Alter image
Launch new product
Etc.
© 2006 Pearson Education Canada Inc. 4.14
Marketing Communications
Strategies
AdvertisingDirect Response
Online & InteractiveSales Promotion
Events & Sponsorships Public Relations Personal Selling
AdvertisingDirect Response
Online & InteractiveSales Promotion
Events & Sponsorships Public Relations Personal Selling
Decisions on components to use influenced by:
• Budget available
• Competitive activity
© 2006 Pearson Education Canada Inc. 4.15
Advertising Plan
Creative Plan
• Articulate positioning strategy
• What to say and how to say it
Media Plan
• Effectiveness / Efficiency
• Emotional / Rational (messages)
Begins with advertising objectives
© 2006 Pearson Education Canada Inc. 4.16
Advertising Decisions: The 8Ms
MerchandiseMerchandise
Target MarketTarget Market MotivesMotives
MessageMessage MeasurementMeasurementMediaMedia
MoneyMoney
ManagementManagement