Session 4

Question 1

Strategic plan includes 4 levels of plans:

Answer 1

1. Business plan
2. Marketing plan
3. Brand communication plan
4. Plans for specific areas of marketing communication (advertising plan)

Question 2

Business Mission Statement -

Answer 2

Tells who we are

Question 3

Vision -

Answer 3

What do we want to become

Question 4

Bussines plan:

Answer 4

1. Mission
2. Vision
3. SWOT
4. Goals
5. Strategy
6. Tactics
7. Implementation
8. Feedback

Question 5

Marketing plan -

Answer 5

• a document that lays out the marketing efforts of a business in an upcoming period, which is usually a year. It outlines the marketing strategy, promotional, and advertising activities planned for the period.

Question 6

Advertising plan -

Answer 6

a document that outlines a company’s tactics to promote itself and its products over a given period. It includes a breakdown of content (message), channels (media), demographics (target), budget, timelines, and metrics for evaluating success.

Question 7

Account planning -

Answer 7

the research and analysis process that is used to gain knowledge of the consumer and uncover key consumer insights about how people relate to a brand.

Question 8

Synergy means…

Answer 8

that the brand impact of all messages together is greater than any one type of message could deliver.

Question 9

Copy strategy -

Answer 9

what to tell customers about your brand, so to win their preference; The execution of the Positioning Statement