1 Matakuliah:G0492 / English for Advertising Tahun: 2005/2006 Advertising Planning and Strategy...

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Matakuliah :G0492 / English for Advertising

Tahun : 2005/2006

Advertising Planning and Strategy

Strategic planningThe Marketing PlanThe Advertising Plan

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Strategic Planning

• Determine the objectives

• Decide the strategies

• Implement the tactics

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Scanning Figure 7.1. pg. 182

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The Business Plan

• Business strategic plan

• Functional Plan

• Specific Plan

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The Marketing Plan

• Selecting Marketing Objectives

• Selecting Marketing Opportunities

• Selecting Target Markets

• Developing Marketing Strategies

• Executing Plans

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Scanning: Figure 7.3 pg. 186.

• Steps in the Marketing Plan

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The Advertising Plan

• Situation Analysis

• Advertising Planning Decisions

• Implementation

• Evaluation

• The Advertising Budget

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Budgeting Methods

• Historical Method

• Objective-Task Method

• Percentage-of-Sales Method

• Competitive Method

• All You can Afford

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The Creative Strategy

• Problems

• Objectives

• Target Markets

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The Media Strategy

• Planning

• Buying

• Evaluating

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Other Communication Tools

• Sales Promotion

• Public Relations

• Personal Selling