1

Matakuliah :G0492 / English for Advertising

Tahun : 2005/2006

Advertising Planning and Strategy

Strategic planningThe Marketing PlanThe Advertising Plan

2

Strategic Planning

• Determine the objectives

• Decide the strategies

• Implement the tactics

3

Scanning Figure 7.1. pg. 182

4

The Business Plan

• Business strategic plan

• Functional Plan

• Specific Plan

5

The Marketing Plan

• Selecting Marketing Objectives

• Selecting Marketing Opportunities

• Selecting Target Markets

• Developing Marketing Strategies

• Executing Plans

6

Scanning: Figure 7.3 pg. 186.

• Steps in the Marketing Plan

7

The Advertising Plan

• Situation Analysis

• Advertising Planning Decisions

• Implementation

• Evaluation

• The Advertising Budget

8

Budgeting Methods

• Historical Method

• Objective-Task Method

• Percentage-of-Sales Method

• Competitive Method

• All You can Afford

9

The Creative Strategy

• Problems

• Objectives

• Target Markets

10

The Media Strategy

• Planning

• Buying

• Evaluating

11

Other Communication Tools

• Sales Promotion

• Public Relations

• Personal Selling