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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
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