What is Strategic Planning?

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What is Strategic Planning?

Strategic Marketing Planning

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Lecture Note
Washington State University
Comstrat 380 - (ADVER) Advertising Principles and Practices

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Comstrat 380 1nd Edition Lecture 10 Outline of Last Lecture I. Consumer insights research II. Media research III. Message development research IV. Evaluation research V. Survey research VI. In-depth interviews VII. Focus groups VIII. Ethnographic research Outline of Current Lecture I. Marketing Communication II. Meaning of Terms III. Objectives IV. Campaign strategies and movement V. Positioning VI. The Marketing plan VII. The advertising or IMC plan VIII. What’s in a campaign plan? IX. Campaign objectives Current Lecture I. For marketing communication, strategic planning is the process of: a. Identifying a problem that can be solved with marketing communications b. Determining objectives c. Deciding on strategies These notes represent a detailed interpretation of the professor’s lecture. GradeBuddy is best used as a supplement to your own notes, not as a substitute.

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