Matakuliah
Tahun
:G0492 / English for Advertising
: 2005/2006
Advertising Planning and Strategy
Strategic planning
The Marketing Plan
The Advertising Plan
1
Strategic Planning
• Determine the objectives
• Decide the strategies
• Implement the tactics
2
Scanning Figure 7.1. pg. 182
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The Business Plan
• Business strategic plan
• Functional Plan
• Specific Plan
4
The Marketing Plan
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Selecting Marketing Objectives
Selecting Marketing Opportunities
Selecting Target Markets
Developing Marketing Strategies
Executing Plans
5
Scanning: Figure 7.3 pg. 186.
• Steps in the Marketing Plan
6
The Advertising Plan
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Situation Analysis
Advertising Planning Decisions
Implementation
Evaluation
The Advertising Budget
7
Budgeting Methods
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Historical Method
Objective-Task Method
Percentage-of-Sales Method
Competitive Method
All You can Afford
8
The Creative Strategy
• Problems
• Objectives
• Target Markets
9
The Media Strategy
• Planning
• Buying
• Evaluating
10
Other Communication Tools
• Sales Promotion
• Public Relations
• Personal Selling
11