The flow of the Marketing and Advertising Planning

SWOT

Strengths, Weaknesses, Opportunities, Threats

Marketing Objectives

Specific goals developed in the strategic stage of a marketing plan

Strategic Decisions

High-level choices about the marketing direction based on objectives and research

Marketing Mix

Combination of 4Ps: Product, Price, Place, Promotion (communication)

Advertising

One of several marketing communication options used to promote a product or service

Marketing Communication Options

Personal Selling, Direct Marketing, PR, Sales Promotion, Advertising, Point of Purchase

Marketing Plan Order

1. Strategic Stage: develop objectives 2. Research Stage: External Analysis, Internal Analysis 3. Marketing Mix 4. Execution

External Analysis

Industry research and situational analysis to understand the market environment

Internal Analysis

Evaluation of internal capabilities and resources within the company

Advertising = Marketing Communication

Advertising is a core component of the promotion (communication) element of the marketing mix

Promotion (Communication)

Part of the marketing mix that includes Advertising, Personal Selling, PR, Direct Marketing, Sales Promotion

Ad Budgeting

Determining the amount of money to allocate to advertising

Ad Message Strategy

Planning the main idea or theme the advertisement will communicate

Ad Message Tactics

Specific executional approaches used to deliver the strategy (tone, language, style)

Media Objectives

Goals for media delivery: reach, frequency, timing

Media Strategy

Plan to achieve media objectives: platform selection, timing, placement

Media Tactics

Details of media execution: specific channels, formats, scheduling

Ad Design/Copywriting

The creation of visual and verbal content in advertisements by the creative department

Creative Department Role

Responsible for the message (what is said and how it looks/sounds)

Media Department Role

Responsible for the messenger (where and how the message is delivered)

Brand Situational Analysis

Assessment of brand's current position: awareness, perception, competition

Ad Objectives

Specific outcomes the ad campaign aims to achieve (awareness, recall, conversion)

Media Planning

Selecting media platforms to effectively deliver the ad message

Ad Execution

Final production and delivery of the ad content across selected media