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Putting the Pieces Together

Putting the Pieces Together - Putting the Pieces Together...

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Putting the Pieces Together: The AD PLAN Friday, February 10, 2012 10:06 AM Ad Plan occurs within the Marketing Plan between Strategy Development and Creative Development in the Communications Planning Cycle Components of an Ad Plan (vary by brand) Introduction - Executive Summary/Overview Situation Analysis ------- NO recommendations for the client at this point o Selected factors that best define and explain the current business situation Economic and cultural trends Brand analysis Competitive analysis Consumer analysis ^^ all of this info comes from research o Brand Audit What is a brand? o Brand personality o Brand equity How do you measure a brand? o Brand Audit o SWOT Typically a synthesis of situation analysis and brand audit, condensed o "internal" aspects of brand Strengths/weaknesses o "external" aspects of marketplace Opportunities/threats EXAMPLE: Ikea Strengths: World-class product styling Extremely compelling pricing
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