Chapter 7

Advertising Planning
and Strategy
Outline
• Strategic planning
• The marketing plan
• The advertising plan
• The creative plan and copy strategy
 Strategic Planning

• Strategic planning: making intelligent

decisions
• The business plan

Chapter 7: Advertising Planning and Strategy 2

 The Marketing Plan

• Marketing objectives
• Selecting marketing opportunities
• Selecting target markets
• Executing plans
• Evaluating plans

Chapter 7: Advertising Planning and Strategy 3

 The Advertising Plan

• Introduction
• Situation analysis

Chapter 7: Advertising Planning and Strategy 4

 The Advertising Plan

• Advertising planning decisions

– Advertising objectives
– Targeting the audience
– Product features and competitive advantage
– Brand personality
– Positioning strategies

Chapter 7: Advertising Planning and Strategy 5

 The Advertising Plan

• Implementation
• Evaluation

Chapter 7: Advertising Planning and Strategy 6

 The Advertising Plan

• The advertising budget

– Historical method
– Task-objective method: bottom-up
– Percentage-of-sales method
– Competitive methods
– All you can afford

Chapter 7: Advertising Planning and Strategy 7

 The Advertising Plan

• The advertising budget

– Historical method
– Task-objective method: bottom-up
– Percentage-of-sales method
– Competitive methods
– All you can afford

Chapter 7: Advertising Planning and Strategy 8

 Strategy

• Creative strategy
• Media strategy
• Selecting other communication tools

Chapter 7: Advertising Planning and Strategy 9