莫利亚提《广告学：原理与实务（英文版·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