ADPR 3850 1nd Edition Lecture 12 Outline of Previous Lecture I Intro to Planning II The Eight Elements a Situations b Objectives c Audience Outline of Current Lecture III The Eight Elements continued a Strategy Tactics b Calendar and Time Table c Budget d Evaluation Current Lecture 4 Strategy and 5 Tactics Strategy How and why a campaign is to succeed This isn t something that can necessarily be taught There s no formula for this This is the best ideas for the objectives Ideas generate and rationale is shared for how the tactics will work on the targeted audiences Tactics specific activities of the campaign The nuts and bolts of the strategy Goes beyond rationale and focuses on the specific activities materials etc to implement the strategy How to get establish tactics Brainstorming sessions and breakout groups Bring everyone up to speed on the situation client share these goals and objectives creation of springboards from client and participants to discuss ideas etc I wish we can do this What if we These springboards lead to break out groups followed by creative smaller meetings where the ideas are fleshed out in greater detail Where should we have it Why and thinking in terms of advertising strategy which 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 may be through a different firm or fit with other brands 6 Calendar Time Table When are the key messages the most meaningful Is it seasonal timing like pumpkins at halloween or holiday timing people give more during the holiday season Days of the week timing negative news released on a Friday to give the weekend time to dissolve it How should we schedule these tactics When is the ideal moment for exposure certain times of the day there is a certain audience at home or around Are consumers in info seeking mode Purchase mode Are interest and attention high Planning will be influence by Size of the budget money always matters in every stage of this process Consumer use cycles consumers use certain things more during certain periods of time Competitors Share of voice From January December Continuity Scheduling Period June January Flighting Period 7 Budget Budget impacts the scheduling of various media related activities but it also impacts all aspects of the campaign Two major budgetary categories 1 staff time the minds on the project 2 out of pocket expenses travel event costs of products Be prepared for the financial figure to change suddenly and drastically at any time organizations always think they have more money than eventually becomes reality This means you are constantly revisiting the planning process same thing as the research process always have to go back and revise Always changing 8 Evaluation relying on metrics to determine if objectives have been met Key decision is what metric will you be able to use like sales data x of units or follow up calls for information traffic to the website etc what can you promise your organizational