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Canadian Advertising in Action

Chapter 4

Strategic Planning Concepts for Marketing Communications

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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

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Business Planning

Objectives• What is to be accomplished

Strategies• How objectives will be accomplished

Execution• Detailed action plan

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Strategic Planning Model

Creative / Media PlanCreative / Media Plan

Corporate PlanCorporate Plan

Marketing PlanMarketing Plan

Marketing Communications PlanMarketing Communications Plan

Advertising PlanAdvertising Plan

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Corporate Planning

A “Mission Statement” is the foundation of a corporate plan.

• Corporate Objectives

• Corporate Strategy

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Corporate Strategies

Penetration

Acquisition

New Products

Strategic Alliances

Divestment

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Which corporate strategy?

Visit Crest.com and determine which strategy Crest has used to grow their business.

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Major areas marketing responsibility: Identifying & selecting target markets Establishing marketing objectives,

strategies & tactics Evaluating & controlling marketing

activities

Marketing Planning

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Marketing Planning

Situation AnalysisSituation Analysis

SWOT AnalysisSWOT Analysis

Marketing PlanMarketing Plan

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Market Plan: Background Analysis

External Influences Market Analysis Product Analysis Competitive Analysis

Situation Analysis:

SWOT Analysis

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The Marketing Plan

Positioning Statement

Target Market Profile Marketing Objectives

Sales, Market Share, Profit, Marketing Comm.

Marketing StrategiesMarketing MixBudget

Marketing Execution

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Importance of Positioning

ProductProduct PricePrice MarketingComm.

MarketingComm. DistributionDistribution

Target MarketAnalysis

Target MarketAnalysis

CompetitorAnalysis

CompetitorAnalysis

Positioning Strategy

Positioning Strategy

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Marketing Comm. Objectives

Clearly identify behavioural objectives or other objectives.

Awareness

Trial

Alter image

Launch new product

Etc.

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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

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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

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Advertising Decisions: The 8Ms

MerchandiseMerchandise

Target MarketTarget Market MotivesMotives

MessageMessage MeasurementMeasurementMediaMedia

MoneyMoney

ManagementManagement