Define and describe the six factors of a strategic plan.
Discuss how to create an advertising plan.
Background
What is the difference between an advertising plan and an integrated marketing communication (IMC) plan? If you were to outline both documents you would see essentially the same six sections or factors in both documents. The following outline of an IMC campaign comes from Advertising & IMC: Principles and Practices (Moriarty et al., 2014, p. 535)
Situation Analysis
Background research
SWOTs: strengths, weaknesses, opportunities, threats
Key communication problem(s) to be solved
Key Strategic Campaign Decisions
Objectives
Targeting and engaging stakeholders
Brand positioning strategy
MarcomMix
Platforms and objectives
Synergy
Message Strategy
Key consumer and brand relationship insights
Message direction
Sample Solution
