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MK205_Lecture7_StrategicPlanning_NEW

MK205_Lecture7_StrategicPlanning_NEW - Strategic Planning...

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Click to edit Master subtitle style Strategic Planning Lecture 7
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Key Points Differentiate between objectives, strategies, and tactics in strategic planning The strategic plan and strategic planning decisions Account planning, the role of the account planner and the communication brief 27-2
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Strategic Planning The process of determining objectives, deciding on strategies, and implementing the tactics Objectives What you want to accomplish Strategies How to accomplish the objectives Tactics Make the plan come to life 37-3
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A Three-Tiered Process The advertising plan Operates with the same concern for objectives, strategies, and tactics as business and marketing plans 1. The business plan 2. The marketing plan 3. The advertising 47-4
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The Strategic Plan Annual advertising plan Outlines all the advertising or marketing communication activities Campaign plan More tightly focused on solving a particular marketing communication problem
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