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Strategic Plan
Culture
Value Statement
Stakeholder Values
Shareholder Values
SWOT
Vision
Statement
SW
Internal Assessment
OT
External Assessment
Long Term Objectives
Mission Statement
Strategic Analysis & Choice
Tactics & Goals
Financial Projections
CSF, Controls & Evaluation
The 3 M’s of Advertising
 Marketing
 Message
 Medium
Marketing
Marketing is your face to the world…
Marketing Strategy
READY
AIM
FIRE  Use the SWOT
 Long-Term Objectives
 Identify Target Markets
 Position Yourself
 Set Measurable Goals
 Communication
Target Market
 Demographics
 Age, Income, Race
Zip Code, Sex, etc
 Psychographics
 Likes & Dislikes
 Motivations
 Activities
Positioning
Segmentation + Differentiation
Demographics + Psychographics
Ability to Buy + Reason to Buy
How you POSITION your product makes all the difference
Message
 Define Problem
 Research
 Target Market
 Persuade (art & copy)
Advertising
A good ad is one simple idea, with
humanity in it, that connects with
consumers, that represents the value
system of a company and then can
connect it with the consumer. We
always say a brand is set of shared
values. So if you can simply
demonstrate your value system as a
brand, so that a consumer could say,
"Ah, our values line up. I vote for
you, brand!" that's a good ad.
Donny Deutsch
 Concept
 USP
 Headline
 Copy
 Offer
 Call to Action
Hierarchy of effects model
 It clarifies the objectives of an advertising
campaign and for each individual advertisement.
The model suggests that there are six steps a
consumer or a business buyer moves through
when making a purchase.
Hierarchy of effects model
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
Awareness
Knowledge
Liking
Preference
Conviction
Purchase
Marketing Communications (MARCOM)
THE EXECUTION OF YOUR
MARKETING STRATEGY
 Medium
 Reach
 Frequency
 Rate
 CPM = costo per mille
Cost per Thousand
Advertising Mediums
 TV
 Magazine
 Newspaper
 Outdoor
 Radio
 Direct Mail
 POP Displays
 Internet
Pros & Cons
To Each
Online
 Your Website
 Industry Sites
 Blogs
 Sponsorship
 Links
 Video
 Social Networking
 Social Buying
Final Thought
50%
of
your Advertising
Goes to Waste
You Don’t Know
Which 50%
Questions…