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Corporate

Strategic Planning in Advertising

Corporate 25 hours

Introduction

The strategic planning is based on a working process that should be familiar to advertising professionals, particularly because of the Planner. In the field of digital advertising, the Planner is a figure that must be incorporate into the work process, given its importance. With this training initiative in Strategic Planning in Advertising you will be able to apply the methodologies and tools to draw up strategies and implementation guidelines, both in the field of brand and as in the specific areas of the advertising in traditional media and digital communication, distinguishing between the role of a strategic planner from the other professionals working at an agency.

Objectives

  • Apply the methodologies and tools to draw up strategies and implementation criteria.

  • Learning to analyse the structure good strategic planning.

  • Understanding the importance of the relationship with the the customer and the insight.

  • To analyse the results and feedback of the strategy.

Table of Contents

TEACHING UNIT 1. INTRODUCTION

  1. A planner’s workflow.

TEACHING UNIT 2. THE ROLE OF THE PLANNER.

  1. What is strategic planning?.
  2. Planner functions and types of planner.
  3. A framework for effective planning.
  4. The customer and their needs: strategic thinking.
  5. Digital communication in the advertising communication process.
  6. The Planner’s role in the agency’s workflow.

TEACHING UNIT 3. THE DOCUMENTED PLANNER – THE INITIAL INFORMATION.

  1. The Brand: positioning/attributes/competition/social media presence/…
  2. The business: figures/development/competitiveness/portfolio.
  3. Your Customers: who they are, how and why they buy.
  4. Benchmark.
  5. Desck Research.
  6. Qualitative/Quantitative/Online Research.
  7. Digital consumption measurement tools.

TEACHING UNIT 4. THE IMPORTANCE OF THE CUSTOMER RELATIONSHIP.

  1. The Briefing: models.
  2. The briefing and debriefing.
  3. Insight.
  4. How to select an Insight.
  5. Success stories.

TEACHING UNIT 5. THE COMMUNICATION STRATEGY.

  1. The Brand and Branding – Brand Architecture.
  2. Brand-building methods: how to build a strong brand.
  3. Global communications plan.
  4. Digital contribution to branding.
  5. Success stories.
  6. Transmedia Storytelling – Architecture and Methodology.
  7. Transmedia Storytelling Franchise.
  8. Transmedia Portmanteau.
  9. From storytelling to storydoing.
  10. Success stories.

TEACHING UNIT 6. ANALYSIS OF RESULTS – FEEDBACK.

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