Strategic Planning - Making The Ad 2011 - Brown University
Strategic Planning - Making The Ad 2011 - Brown University
Strategic Planning - Making The Ad 2011 - Brown University
I. Situation analysis
II. Key strategic
decisions
III. Media strategy
IV. Message strategy
V. Other tools
VI. Evaluation of
effectiveness
After back-grounding, analysis
begins!
Situation analysis…
involves researching and reviewing the
current state of the business that is
relevant to the brand and gathering all
relevant information. After the research is
compiled, analysis begins.
SWOT Analysis:
Strengths
Weaknesses
Opportunities
Threats
Measurable objectives:
• Specific effect that can be
measured
• A time frame
• A baseline
• The goal
• Percentage change
Segmenting and targeting…
and getting deeper insight into the
consumer is the responsibility of the
account planning function.