LectureAdvertising Planning and Strategy

LectureAdvertising Planning and Strategy - Advertising...

Info icon This preview shows pages 1–2. Sign up to view the full content.

View Full Document Right Arrow Icon
Advertising Planning and Strategy - Strategic Planning o Begins at corporate level The Corporate Business Plan - Mission statement - Also uses a S.W.O.T. analysis - Specific objctives and goals - Strategies and tactics for goal achievement The Marketing Plan - Document that proposes strategies for using the marketing mix to achieve the marketing objectives - Assembles all pertinent facts about: o An organization o Its markets o Products and services o Consumers o Competition - Specific objectives, strategies, and tactics Planning approaches Top-down model Bottom up model Integrated communications model Top- Down Marketing plan 1. Situation Anaylsis a. Internal environment a.i. Strengths and weaknesses: financial condition, personnel issues, or technical expertise b. External environment b.i. Oppourtunities: area for the company to develop an advantage over its competition b.ii. Threats: trend in the environment that will erode business unless the company takes action 2. Marketing objectives a. Corporate objectives a.i.
Image of page 1

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full Document Right Arrow Icon
Image of page 2
This is the end of the preview. Sign up to access the rest of the document.

{[ snackBarMessage ]}

What students are saying

  • Left Quote Icon

    As a current student on this bumpy collegiate pathway, I stumbled upon Course Hero, where I can find study resources for nearly all my courses, get online help from tutors 24/7, and even share my old projects, papers, and lecture notes with other students.

    Student Picture

    Kiran Temple University Fox School of Business ‘17, Course Hero Intern

  • Left Quote Icon

    I cannot even describe how much Course Hero helped me this summer. It’s truly become something I can always rely on and help me. In the end, I was not only able to survive summer classes, but I was able to thrive thanks to Course Hero.

    Student Picture

    Dana University of Pennsylvania ‘17, Course Hero Intern

  • Left Quote Icon

    The ability to access any university’s resources through Course Hero proved invaluable in my case. I was behind on Tulane coursework and actually used UCLA’s materials to help me move forward and get everything together on time.

    Student Picture

    Jill Tulane University ‘16, Course Hero Intern