ch 7 components of a brand strategic communication plan

adv media planning

adv is the solution to the marketing problem ( a paid media plan is necessary to convey the adv message to the appropriate target market)

brand strategic communication plan

adv is one of the myriad alternatives to solving the marketing challenge 

executive summary

link between the marketing objs and the communication objs and strats 

situation analysis

forms context (contains marketing analysis and communication analysis)

marketing objs/strats

business related aspects (number of customers and sales), brand related aspects (specific brand attributes such as awareness levels)

role of communication

 defines how comms is going to solve the marketing challenge or meet the objs 

comms objs

4 comms objs (target audience, geography, seasonal timing, reach/frequency), addresses the target audience, where you are targeting, when you are targeting, and how much pressure you plan to apply

comms strats

methods you’ll use to achieve your objs, each obj should have a corresponding strat ( communication mix (the blend of channels you’ll use) and scheduling (when you plan on deploying each channel) )

comms tactics

reflects the details of the strats

comms budgets

recap of the dollars allocated to each comms channel and not to the specific channel 

comms flowchart

schematic of the plan on a single plan (summary of all activity, scheduling, and costs)

testing and campaign measurement

see how an increase in media pressure might impact a specific market