Situation analysis

Situation analysis - o "External" aspects of...

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Situation analysis Brand audit 1. Assessment of brand's health o Areas of additional value o Areas to improve brand equity 2. Should be conducted annually at the least 3. Brand specific SWOT analysis (Strengths, weaknesses, opportunities, and threats) 4. Typically a synthesis of situational analysis and brand audit, condensed o "Internal" aspects of Brand Strengths and weaknesses
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Unformatted text preview: o "External" aspects of marketplace Opportunities and threats The Ad Plan 5. Objectives and strategies to help achieve client's goals 6. Advertising objectives o Communication: inform, persuade, and/or remind o Concrete and measureable (see chapter 14) Advertising objectives for Ikea "Everyday Fabulous " campaign...
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This note was uploaded on 05/17/2011 for the course JOMC 137 taught by Professor Byars during the Spring '11 term at UNC.

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