planning strategy advertising

1. THE PLANNING GUIDE CLIENT BUSINESS PROBLEM OR CHALLENGE:
VERSION 1.0
THEPLANNINGLAB.TYPEPAD.COM 2008
FREE TO USE AND REDISTRIBUTE
RESEARCH MARKET ISSUES
CONSUMER ISSUES MARKETING ISSUES
Where are we? Micro/macro competition
Relationship to brand/category Packaging, price,
Socio/political/technological
The purchase decision process/ distribution and historical
context
mechanism promotion
ANALYSIS
PROBLEM DEFINITION
Why are we there?
ROLE OF
What are we trying to achieve? How do we expect to achieve it? Who are we talking to?
ADVERTISING
OPPORTUNITY BRAND
INSIGHT
MODELLING
SUPPORT
What do we
Where could Is it differentiating? Is it inline
uniquely know that
we be? with what the
helps us solve the
brand is trying
problem?
to achieve?
THOUGHT
Is it relevant? Is it credible?
PLAN
MEDIA PLAN
How could we
Optimal channels,
COMMUNICATIONS
get there?
formats, media or
TARGET GROUP Is it stretchable or lasting? contact points to
influence target
group?
TREND