Reading...
Play button
Play button
Use LEFT and RIGHT arrow keys to navigate between flashcards;
Use UP and DOWN arrow keys to flip the card;
H to show hint;
A reads text to speech;
14 Cards in this Set
- Front
- Back
|
IMC Plan
|
Situation Analysis
SWOT analysis Marketing objectives and strategies Competitive considerations Brand analysis (creative history of brand) Target audience profiles Geography Purchase cycle Promotional Mix Media Mix |
|
|
Promotional Mix
|
Cobination of Promo Tools (Outdoor, PR, Advertising, Magazine, Radio, etc)
|
|
|
Media Mix
|
Actual Vehichles We Use
- This Show - This Cost |
|
|
Basic Components of a Media Plan
|
Executive Summary
SWOT – S.A. Creative Brief-Creative Strategy Competitive Media Analysis Media Objectives Media Strategies Flow charts Appendix |
|
|
Creative Brief
|
Copy Platform
Checklist providing background information to copywriter and art director Usually 1-2 pages about objectives, T.A, Selling Strategy, Product Service Concept, and Emotional Benefits |
|
|
Flighting
|
Periods of on and off with their media
|
|
|
Creative Strategy
|
> Part of an advertising plan
that tells the writers and artists what the advertising is going to say and provides some direction about how it will be said... > Purpose is to guide the creation of ads |
|
|
Copy Platform Outline
|
1 Basic problem or issue the advertising must address.
2 Advertising and communications objectives. 3 Target audience. 4 Major selling idea or key benefits to communicate. 5 Creative strategy statement (campaign theme, appeal, execution technique). 6 Supporting information and requirements. |
|
|
Media Objectives
|
- Heart and soul of a media plan (or any plan)
- MUST be MEASURABLE - Identify Goal - Strategy |
|
|
Effectiveness Standard
|
We can go back and see how effective we work based on our objectives
(Part of Media Objective Measuring) |
|
|
Media Objective Strategy
|
How the plan will achieve the goals
|
|
|
Output Oriented Objective
|
What we want to accomplish
|
|
|
Objective must be ___ and ____
|
Measurable and Time bound
|
|
|
Objectives should be ____ and have one _____
|
Realistic and have One Purpose
|
