莫利亚提《广告学：原理与实务（第11版）》moriarty_adv11e_08.pptxVIP

Advertising IMC: Principles PracticeEleventh EditionChapter 8Strategic PlanningCopyright ? 2019, 2015, 2012 Pearson Education, Inc. All Rights Reserved. Part 2Principle: Be True to Thy Brand – and Thy Consumer Key ObjectivesExplain the difference between objectives, strategies, and tactics in strategic planning as well as the three levels of planning and how they are connected.Identify the key strategic decisions and explain why they are central to brand communication planning.Demonstrate the purpose and role of account planning and how it is used in advertising and IMC. Chick-Fil-A Breaks the Fast-Food MoldAlthough the renegade cows do not know how to spell, they sure know how to sell “chikin” sandwiches for Chick-fil-A.Their endearing personalities have helped them convince humans to make the switch from beef to chicken since 1995 in the award-winning “Eat Mor Chikin” campaign created by the Richards Group. What is Strategic Planning? What is Strategic Planning? (1 of 2)For marketing communication, strategic planning is the process of:identifying a problem that can be solved with communication.determining objectives.deciding on strategies.implementing tactics. What is Strategic Planning? (2 of 2)What do each of these terms mean?Objective: what you want to accomplish.Strategies: how to accomplish the objectives.Tactics: actions that make the plan come to life. Principle (1 of 4)Coming up with a big problem-solving idea in strategic planning is just as creative as coming up with a Big Idea for a brand communication campaign. Advertising Giants: Fallon and SennPat Fallon and Fred Senn cofounded Fallon Worldwide, the agency behind NBC, Holiday Inn Express, Travelers Insurance, Sony, and many other major brands. The Business Plan (1 of 4)Strategic planning gives direction to the entire organization.A marketing plan outlines objectives, strategies, and tactics for all areas of the marketing mix.A business plan is a snapshot of the company and how it intends to advanc