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The Planning ProcessThe Planning ProcessThe Planning ProcessThe Planning Process

PlanningIntroductionIntroductionIntroductionIntroduction The Planning ProcessThe Planning Process The Planning ProcessThe Planning Process Generally, plans cover at least four areas:Generally, plans cover at least four areas:

Marketing Objective Marketing Objective andand Strategy (The 5 Ps) Strategy (The 5 Ps) Advertising Objective Advertising Objective and and StrategyStrategy Creative Strategy (The Advertising Message)Creative Strategy (The Advertising Message) Media Objective Media Objective and and Media StrategyMedia Strategy Other Plans Other Plans and and StrategiesStrategies

Sales Promotion, PR, etc.Sales Promotion, PR, etc.

Generally, plans cover at least four areas:Generally, plans cover at least four areas: Marketing Objective Marketing Objective andand Strategy (The 5 Ps) Strategy (The 5 Ps) Advertising Objective Advertising Objective and and StrategyStrategy Creative Strategy (The Advertising Message)Creative Strategy (The Advertising Message) Media Objective Media Objective and and Media StrategyMedia Strategy Other Plans Other Plans and and StrategiesStrategies

Sales Promotion, PR, etc.Sales Promotion, PR, etc.

PlanningIntroduction The Planning ProcessThe Planning Process The Planning ProcessThe Planning Process This approach isn’t for everybody. This approach isn’t for everybody. Generally, this approach is right for aGenerally, this approach is right for a consumer- consumer-

oriented marketer.oriented marketer. For example,For example, a small industrial firm a small industrial firm might emphasize might emphasize

other things - such as: other things - such as: Trade ShowsTrade Shows Their ownTheir own Sales Force Sales Force or or Sales Reps Sales Reps Current Customer RelationshipsCurrent Customer Relationships And also do someAnd also do some Trade Advertising Trade Advertising

However,However, the underlying principles apply. the underlying principles apply.

This approach isn’t for everybody. This approach isn’t for everybody. Generally, this approach is right for aGenerally, this approach is right for a consumer- consumer-

oriented marketer.oriented marketer. For example,For example, a small industrial firm a small industrial firm might emphasize might emphasize

other things - such as: other things - such as: Trade ShowsTrade Shows Their ownTheir own Sales Force Sales Force or or Sales Reps Sales Reps Current Customer RelationshipsCurrent Customer Relationships And also do someAnd also do some Trade Advertising Trade Advertising

However,However, the underlying principles apply. the underlying principles apply.

A Ten Part ProcessA Ten Part Process A Ten Part ProcessA Ten Part Process

PlanningIntroductionIntroduction

EvaluationEvaluation1. Situation Analysis1. Situation Analysis2. Research2. Research3. Problems & Opportunities 3. Problems & Opportunities

Goal SettingGoal Setting4. Marketing Objective 4. Marketing Objective 5. Budget5. Budget

And then...And then...

EvaluationEvaluation1. Situation Analysis1. Situation Analysis2. Research2. Research3. Problems & Opportunities 3. Problems & Opportunities

Goal SettingGoal Setting4. Marketing Objective 4. Marketing Objective 5. Budget5. Budget

And then...And then...

A Ten Part ProcessA Ten Part Process A Ten Part ProcessA Ten Part Process

PlanningIntroductionIntroductionIntroductionIntroduction

Building the PlanBuilding the Plan6. Strategies6. Strategies7. Advertising Creative 7. Advertising Creative 8. Media 8. Media 9. Sales Promotion 9. Sales Promotion

+ Other appropriate+ Other appropriate “IMC” plans and strategies “IMC” plans and strategies

Building the PlanBuilding the Plan6. Strategies6. Strategies7. Advertising Creative 7. Advertising Creative 8. Media 8. Media 9. Sales Promotion 9. Sales Promotion

+ Other appropriate+ Other appropriate “IMC” plans and strategies “IMC” plans and strategies10. Evaluation

Now let’s go step by step…Now let’s go step by step… Now let’s go step by step…Now let’s go step by step…

Also called Background Review It’s a Summation of current knowledge:

Current Users Seasonality Geography Creative Requirements Purchase Cycle Competitive Review

Also called Background Review It’s a Summation of current knowledge:

Current Users Seasonality Geography Creative Requirements Purchase Cycle Competitive Review

Planning1.1. Situation AnalysisSituation Analysis 1.1. Situation AnalysisSituation Analysis

And anything else that might help you understand your situation.

And anything else that might help you understand your situation.

You doYou do Secondary Research Secondary Research firstfirst You doYou do Primary Research Primary Research secondsecond Research is usually in these three areas:Research is usually in these three areas:

Target AudienceTarget Audience Improve Understanding, Gain InsightImprove Understanding, Gain Insight

Factors That Motivate Purchase BehaviorFactors That Motivate Purchase Behavior Improve Effectiveness, Gain InsightImprove Effectiveness, Gain Insight

Unique Brand CharacteristicsUnique Brand Characteristics Look forLook for key point of difference key point of difference

You doYou do Secondary Research Secondary Research firstfirst You doYou do Primary Research Primary Research secondsecond Research is usually in these three areas:Research is usually in these three areas:

Target AudienceTarget Audience Improve Understanding, Gain InsightImprove Understanding, Gain Insight

Factors That Motivate Purchase BehaviorFactors That Motivate Purchase Behavior Improve Effectiveness, Gain InsightImprove Effectiveness, Gain Insight

Unique Brand CharacteristicsUnique Brand Characteristics Look forLook for key point of difference key point of difference

Planning2.2. ResearchResearch 2.2. ResearchResearch

Research Techniques:Research Techniques: Qualitative Research

Focus groupsOne-on-one interviews

Quantitative ResearchSurveysObservationExperiments

When preparing When preparing The Research PlanThe Research PlanBe sure to know what you’re looking for!Be sure to know what you’re looking for!

Research Techniques:Research Techniques: Qualitative Research

Focus groupsOne-on-one interviews

Quantitative ResearchSurveysObservationExperiments

When preparing When preparing The Research PlanThe Research PlanBe sure to know what you’re looking for!Be sure to know what you’re looking for!

Planning2.2. ResearchResearch 2.2. ResearchResearch

Also known as aAlso known as a “SWOT” Analysis “SWOT” Analysis Strengths, Weaknesses, Opportunities, ThreatsStrengths, Weaknesses, Opportunities, Threats

““For every problem there is an opportunity”For every problem there is an opportunity” Understanding problems is a critical skillUnderstanding problems is a critical skill Identify the right problem and you’re on the Identify the right problem and you’re on the

road to the solutionroad to the solution And, whatever you do…And, whatever you do…

Also known as aAlso known as a “SWOT” Analysis “SWOT” Analysis Strengths, Weaknesses, Opportunities, ThreatsStrengths, Weaknesses, Opportunities, Threats

““For every problem there is an opportunity”For every problem there is an opportunity” Understanding problems is a critical skillUnderstanding problems is a critical skill Identify the right problem and you’re on the Identify the right problem and you’re on the

road to the solutionroad to the solution And, whatever you do…And, whatever you do…

Planning3.3. Problems & OpportunitiesProblems & Opportunities 3.3. Problems & OpportunitiesProblems & Opportunities

Don’t solve the wrong problemDon’t solve the wrong problem!! Don’t solve the wrong problemDon’t solve the wrong problem!!

The The Marketing ObjectiveMarketing Objective is is a numbera number The The Marketing ObjectiveMarketing Objective is is a numbera number

Planning4.4. The ObjectiveThe Objective 4.4. The ObjectiveThe Objective

It is theIt is the goalgoal of yourof your marketing activities marketing activities Usually, it is aUsually, it is a sales sales or or volume goal volume goal It may be difficult to get to, but the final It may be difficult to get to, but the final

answer is answer is simplesimple and and measurable.measurable.

It is theIt is the goalgoal of yourof your marketing activities marketing activities Usually, it is aUsually, it is a sales sales or or volume goal volume goal It may be difficult to get to, but the final It may be difficult to get to, but the final

answer is answer is simplesimple and and measurable.measurable.

Determining a budget Determining a budget usually involves usually involves askingasking two very important questions: two very important questions:

Determining a budget Determining a budget usually involves usually involves askingasking two very important questions: two very important questions:

Planning5.5. The BudgetThe Budget 5.5. The BudgetThe Budget

How much will it take?How much will it take?How much do we have?How much do we have?

Here are ways marketers work to develop Here are ways marketers work to develop good answers to those questions.good answers to those questions.

How much will it take?How much will it take?How much do we have?How much do we have?

Here are ways marketers work to develop Here are ways marketers work to develop good answers to those questions.good answers to those questions.

Budgeting MethodsBudgeting Methods Budgeting MethodsBudgeting MethodsPlanning5.5. The BudgetThe Budget 5.5. The BudgetThe Budget

Historical expendituresHistorical expenditures A to S ratio A to S ratio (Advertising to sales ratio)(Advertising to sales ratio)

Elements of the budgetElements of the budget Advertising Advertising (Media and Production)(Media and Production) Sales promotion Sales promotion (may include discounts)(may include discounts) PR PR and and Event marketingEvent marketing All otherAll other

Historical expendituresHistorical expenditures A to S ratio A to S ratio (Advertising to sales ratio)(Advertising to sales ratio)

Elements of the budgetElements of the budget Advertising Advertising (Media and Production)(Media and Production) Sales promotion Sales promotion (may include discounts)(may include discounts) PR PR and and Event marketingEvent marketing All otherAll other

Marketing Strategies Marketing Strategies state how you will state how you will fulfill thefulfill the Objective Objective

The Marketing StrategiesThe Marketing Strategies become become discipline-specific objectives for…discipline-specific objectives for… Advertising CreativeAdvertising Creative Advertising MediaAdvertising Media Sales Promotion Sales Promotion and and Public Relations Public Relations

Marketing Strategies Marketing Strategies state how you will state how you will fulfill thefulfill the Objective Objective

The Marketing StrategiesThe Marketing Strategies become become discipline-specific objectives for…discipline-specific objectives for… Advertising CreativeAdvertising Creative Advertising MediaAdvertising Media Sales Promotion Sales Promotion and and Public Relations Public Relations

Planning6.6. StrategiesStrategies 6.6. StrategiesStrategies

A Sample Creative Strategy TemplateA Sample Creative Strategy Template:: To convince:To convince: ______________________________________ To use:To use: ______________________________________ Instead of:Instead of: ______________________________________ Because:Because: ______________________________________

A Sample Creative Strategy TemplateA Sample Creative Strategy Template:: To convince:To convince: ______________________________________ To use:To use: ______________________________________ Instead of:Instead of: ______________________________________ Because:Because: ______________________________________

Creating The Advertising Message:Creating The Advertising Message: Creating The Advertising Message:Creating The Advertising Message:

Planning7.7. Advertising CreativeAdvertising Creative 7.7. Advertising CreativeAdvertising Creative

Target AudienceTarget Audience

Brand/ProductBrand/Product

CompetitionCompetition

Target AudienceTarget Audience

Brand/ProductBrand/Product

CompetitionCompetitionFactors that influence Factors that influence purchase behavior + purchase behavior + Factors that influence Factors that influence purchase behavior + purchase behavior + (Target Audience Insight) (Target Audience Insight) (Target Audience Insight) (Target Audience Insight)

A Sample Creative StrategyA Sample Creative Strategy:: To convince:To convince: ______________________________________ To buy:To buy: ______________________________________ Instead of:Instead of: ______________________________________ Because:Because: ______________________________________

A Sample Creative StrategyA Sample Creative Strategy:: To convince:To convince: ______________________________________ To buy:To buy: ______________________________________ Instead of:Instead of: ______________________________________ Because:Because: ______________________________________



Adults 35-54Adults 35-54

VolkswagenVolkswagen

Other carsOther cars



Other carsOther carsVolkswagen will last Volkswagen will last a long time a long time Volkswagen will last Volkswagen will last a long time a long time

To convince:To convince: ______________________________________ To buy:To buy: ______________________________________ Instead of:Instead of: ______________________________________ Because:Because: ______________________________________

To convince:To convince: ______________________________________ To buy:To buy: ______________________________________ Instead of:Instead of: ______________________________________ Because:Because: ______________________________________





Other carsOther cars



Other carsOther carsVolkswagen will last Volkswagen will last a long time a long time Volkswagen will last Volkswagen will last a long time a long time

Media Objectives Media Objectives usually include:usually include: Target AudienceTarget Audience GeographyGeography SeasonalitySeasonality Reach or Frequency objectiveReach or Frequency objective

The Media Plan The Media Plan will work to achieve those will work to achieve those objectives in the most efficient way.objectives in the most efficient way.

Media Objectives Media Objectives usually include:usually include: Target AudienceTarget Audience GeographyGeography SeasonalitySeasonality Reach or Frequency objectiveReach or Frequency objective

The Media Plan The Media Plan will work to achieve those will work to achieve those objectives in the most efficient way.objectives in the most efficient way.

Planning8.8. Advertising MediaAdvertising Media 8.8. Advertising MediaAdvertising Media

A Media Flow Chart A Media Flow Chart can help you can help you visualize the visualize the Media PlanMedia Plan::

A Media Flow Chart A Media Flow Chart can help you can help you visualize the visualize the Media PlanMedia Plan::


Put a calendar time-line across the topPut a calendar time-line across the top Put a calendar time-line across the topPut a calendar time-line across the top

Place Place the the

media media down down

the the sideside

Place Place the the


the the sideside

A Media Flow Chart can help you visualize the Media Plan::

A Media Flow Chart can help you visualize the Media Plan::


Place Place the the


the the sideside

Place Place the the


the the sideside

Put a calendar time-line across the topPut a calendar time-line across the top Put a calendar time-line across the topPut a calendar time-line across the top

Sales PromotionSales Promotion Sales PromotionSales Promotion

Planning9.9. Sales Promotion & PRSales Promotion & PR 9.9. Sales Promotion & PRSales Promotion & PR

Consumer Promotion = Win/Free/Save Consumer Promotion = Win/Free/Save Sweepstakes & ContestsSweepstakes & Contests Added Value Extras/Bonus PacksAdded Value Extras/Bonus Packs Coupons/Savings/RebatesCoupons/Savings/Rebates

Trade Promotion =Trade Promotion = Allowances Allowances Other Payments/IncentivesOther Payments/Incentives Events/Sales ContestsEvents/Sales Contests

Consumer Promotion = Win/Free/Save Consumer Promotion = Win/Free/Save Sweepstakes & ContestsSweepstakes & Contests Added Value Extras/Bonus PacksAdded Value Extras/Bonus Packs Coupons/Savings/RebatesCoupons/Savings/Rebates

Trade Promotion =Trade Promotion = Allowances Allowances Other Payments/IncentivesOther Payments/Incentives Events/Sales ContestsEvents/Sales Contests

Public Relations =Public Relations = Public Relations =Public Relations =

Planning9.9. Sales Promotion & PRSales Promotion & PR 9.9. Sales Promotion & PRSales Promotion & PR

Product Publicity OpportunitiesProduct Publicity Opportunities 3rd Party Endorsements & “Influencers” 3rd Party Endorsements & “Influencers”

(columnists, talk show hosts, etc.)(columnists, talk show hosts, etc.) Press RelationsPress Relations Other Strategic PublicityOther Strategic Publicity

May also include…May also include… Event Marketing Event Marketing

Product Publicity OpportunitiesProduct Publicity Opportunities 3rd Party Endorsements & “Influencers” 3rd Party Endorsements & “Influencers”

(columnists, talk show hosts, etc.)(columnists, talk show hosts, etc.) Press RelationsPress Relations Other Strategic PublicityOther Strategic Publicity

May also include…May also include… Event Marketing Event Marketing

It starts and ends with ResearchIt starts and ends with Research Methods for evaluating the plan.Methods for evaluating the plan. Input/learning for next year’s planInput/learning for next year’s plan Methods include:Methods include:

Tracking studiesTracking studies Attitude, usage, and awareness studiesAttitude, usage, and awareness studies

CreativeCreative RecallRecall PersuasionPersuasion

It starts and ends with ResearchIt starts and ends with Research Methods for evaluating the plan.Methods for evaluating the plan. Input/learning for next year’s planInput/learning for next year’s plan Methods include:Methods include:

Tracking studiesTracking studies Attitude, usage, and awareness studiesAttitude, usage, and awareness studies

CreativeCreative RecallRecall PersuasionPersuasion

Planning10.10. EvaluationEvaluation 10.10. EvaluationEvaluation

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