ADPR 3850 1nd Edition Lecture 12 Outline of Previous LectureI. Intro to PlanningII. The Eight Elementsa. Situationsb. Objectivesc. AudienceOutline of Current Lecture III. The Eight Elements (continued)a. Strategy & Tacticsb. Calendar and Time Tablec. Budgetd. EvaluationCurrent Lecture4. 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 audiencesTactics: 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 Period7. 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