PRINTABLE LESSON 3 - Brand planning and the advertising spiral

PRINTABLE LESSON 3 - Brand planning and the advertising spiral

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1/23/2012 1 LESSON THREE BRAND PLANNING and THE ADVERTISING SPIRAL Strategic planning Strategy is everything. A strategic plan is like a road map. The term “strategic” derives from “stratagem,” a military maneuver designed to deceive or surprise an enemy. Strategic planning is commonly applied to business operations such as advertising, but strategic planning occurs in all facets of life (e.g., individual financial plans, medical treatment plans). If you don’t have a plan, then that’s your plan. Basic strategic planning includes four essential components. For example, you have a strategic plan for earning a baccalaureate degree from Purdue. Gather information (what led you to choose Purdue?) Establish both a strategic plan (your plan of study leading to graduation from Purdue) and various tactical plans (e.g., completing the courses in which you are enrolled this semester) along with agreed- upon metrics (e.g., GPA on a 4.0 scale) Implement (attend class, study, sit for exams, meet with your professors, etc.) Evaluate (assess your GPA and progress toward graduation after each semester) The life-cycle model is an extension of the predictable diffusion pattern of an innovation (a product or service) expressed in the context of advertising. The pioneering and competitive stages (Exhibit 3.6 of
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This note was uploaded on 02/23/2012 for the course COM 256 taught by Professor Robb during the Spring '07 term at Purdue University-West Lafayette.

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PRINTABLE LESSON 3 - Brand planning and the advertising spiral

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