Strategic Planning

Strategic Planning

The process of determining objectives, deciding on strategies, and implementing the tactics

「目標」是打算要完成的任務；「策略」是擬定出如何達成任務的方案；戰術是執行方案的手法。

Objectives

What you want to accomplish

Strategies

How to accomplish the objectives

Tactics

Make the plan come to life

A Three-Tiered Process

May cover a specific division of the company or a strategic business unit with a common set of problems

A Three-Tiered Process

Parallels the business strategic plan and contains many of the same components

A Three-Tiered Process

Operates with the same concern for objectives, strategies, and tactics as business and marketing plans

Basic Strategic Planning Decisions

Annual advertising or IMC plan

Outlines all the advertising or marketing communication activities

Campaign plan

More tightly focused on solving a particular marketing communication problem

Typical Plan Outline

Basic 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

Weaknesses

Opportunities

Threats

Key problems and opportunities

Basic 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 IMC strategies

what to expect from a campaign

Measurable objectives

Specific effect that can be measured

A time frame

A baseline

The goal

Percentage change

Basic Strategic Planning Decisions

Segmenting and targeting

Market segment: a group of consumers having similar characteristics

The segments the planner selects becomes the target audience

Getting deeper insight into consumers is the responsibility of the account planning function

Basic Strategic Planning Decisions

Positioning Strategy

Determining what place a product should occupy in a given market

To establish a location in the consumer’s 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 mapping

Basic Strategic Planning Decisions

Budgeting

Determines how many targets and multiple campaign plans a company or brand can support and the length of time the campaign can run

Historical method

Objective-task method

Percentage-of-sales method

Competitive budgets

All you can afford

Account Planning: What is It?

Account planning

The research-and-analysis process used to gain knowledge and understanding of the consumer

Account Planning Elements

「找對人」(to the right target)，「說對話」(with the right message)，並「選擇適當管道」(in the right medium)

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

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

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

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

Planning for IMC

Follows same basic outline as an ad plan

Objective is to make the most effective use of all marketing communication functions

Effective plans lead to profitable long-term brand relationships

Differences in IMC strategic decisions

Stakeholders

Contact points

IMC objectives

Case study