The flow of the Marketing and Advertising Planning

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24 Terms

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SWOT

Strengths, Weaknesses, Opportunities, Threats

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Marketing Objectives

Specific goals developed in the strategic stage of a marketing plan

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Strategic Decisions

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

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Marketing Mix

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

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Advertising

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

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Marketing Communication Options

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

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Marketing Plan Order

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

Industry research and situational analysis to understand the market environment

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Internal Analysis

Evaluation of internal capabilities and resources within the company

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Advertising = Marketing Communication

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

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Promotion (Communication)

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

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Ad Budgeting

Determining the amount of money to allocate to advertising

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Ad Message Strategy

Planning the main idea or theme the advertisement will communicate

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Ad Message Tactics

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

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Media Objectives

Goals for media delivery: reach, frequency, timing

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Media Strategy

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

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Media Tactics

Details of media execution: specific channels, formats, scheduling

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Ad Design/Copywriting

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

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Creative Department Role

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

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Media Department Role

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

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Brand Situational Analysis

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

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Ad Objectives

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

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Media Planning

Selecting media platforms to effectively deliver the ad message

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Ad Execution

Final production and delivery of the ad content across selected media