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Strategy Planning

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Strategy Planning Individual Essay

The role of the strategy planner is integral in the development of a successful advertising campaign. However, strategy planning has not always been utilised within advertising. It is a forever expanding and important field within the communications industry. Through the strategy planner’s research and advanced knowledge of the brand, they are able to offer invaluable insight into the brand. Sequentially giving the client a reason to retain the firm as a business partner. Effective strategy planning requires a number of exhaustive research methods. Without it, a strategy planner cannot fully understand the brand or what the target audience demands. From this research, the creative team is able to design a campaign, which communicates exactly what is required to the desired target audience. However, all fields related to the media are constantly changing. The exponential growth in technology makes strategic planning difficult and challenging, but when utilised correctly can achieve great results.

Strategy planning was originally developed in the late 1970’s in the UK and was later imported to the USA in the early 1980’s (Alex Campbell, 2013). Before this the roles were split up between two different agencies; the creative agency, which came up with the communication ideas and the media agency, which planned and purchased the appropriate media (Roles of Account Management and Strategic Planning. 2013). The split eventually made it apparent that the social research conducted by the media planners could be utilised by the creative agencies to assist in creating more effective advertisements (Roles of Account Management and Strategic Planning. 2013). The role of the strategy planner was then created. However, the strategy planner’s development of the creative strategy was simply their personal view (Roles of Account Management and Strategic Planning. 2013). A research department advised the strategy planner, but their research was not fully utilised when creating the communication strategy. The focus was more about whether the agency had a planner rather than the benefits of their specific planning. Researchers soon took on the planning role and were employed to strategically plan the communications brief (Roles of Account Management and Strategic Planning. 2013). The strategy planner became the representative of the voice of the consumer and through this advised the creative team with an effective communications strategy.

The strategy planner’s role is to attempt to understand numerous things regarding the client and the brand. This is only possible, by the strategy planner becoming the expert on the client’s brand (Roles of Account Management and Strategic Planning. 2013). The more the strategy planner knows about the brand, the more value the agency holds and contributes to the client (Roles of Account Management and Strategic Planning. 2013). Making both the strategy planner and the agency an invaluable and essential partner of the clients. Insightful and meticulous strategy planning provide a number of benefits to the client and sequentially the agency. It provides essential foreknowledge to develop successful creative campaigns and rationalises why the client should purchase and continue to purchase the agencies creative work. This helps to strengthen the relationship between the client and the agency, and therefore also enlarges the client’s loyalty to the agency. Fortifying the security of the clients account to continuously produce income for the agency in the competitive advertising environment.

Strategy planning represents and communicates the voice of the consumer to both the client and the creative team. It incorporates exactly how to communicate to the consumer and what to say to them (Advertising Planner: What does your job involve? - YouTube. 2013). The strategy planner must have a robust grasp of the market the brand is interested in and know exactly what the brand offers in an already potentially congested market environment (Advertising Planner: What does your job involve? - YouTube. 2013). From this, the strategy planner must derive how the brand might appeal to the targeted people within this market. This is only possible with rigorous research (Advertising Planner: What does your job involve? - YouTube. 2013). From the data obtained regarding the target audience, the strategy planner deducts what people want and communicates that this is what the brand can or has to offer (Advertising Planner: What does your job involve? - YouTube. 2013). Ideally as a proposition that is suitable with the brands business base.

Often the most difficult step, but also the most crucial, the strategy planner has to derive and define exactly what the communicative problem is (Lecture 4: Research Techniques. – Melissa How. 2013). The strategy planner achieves this through three types of research objectives: exploratory, descriptive and casual (Lecture 4: Research Techniques. – Melissa How. 2013). Exploratory research often relies on secondary sources. It is administered to distinctly define a problem and determine the most appropriate research design and collection method (Exploratory, Descriptive, and Casual Research Designs. – Monroe College. 2013). After the selected research method has been accomplished, descriptive research is applied. Descriptive research explains the data and characteristics of the brand and target audience studied (Exploratory, Descriptive, and Casual Research Designs. – Monroe College. 2013). Casual research is then employed to test the cause and effect with the market. Casual research measures the impact communicative changes will create, and allows the strategy planner to anticipate hypothetical scenarios from the communication (Exploratory, Descriptive, and Casual Research Designs. – Monroe College. 2013). These three research methods assist in discovering exactly what the brand’s communication problem is, if one exists. This research can also supply great appreciation of exactly what the target audience want and need.

Without the strategy planners clear insight and understanding of the brands communication objectives, it can be difficult for the creative team of an advertising agency to fully grasp the intent of a perspective campaign (Roles of Account Management and Strategic Planning. 2013). It is easy for creatives to let their excitement and imaginative process to fall off track of what the campaign is attempting to communicate (Alex Campbell. 2013). Thus, it is essential for the strategy planner to design an inspirational, clear and succinct creative brief. The creative brief should focus on exactly what’s relevant to solving the communicative problem and list all mandatories for the executions. The strategy planner is essentially the voice of the targeted consumer and this should translate into the brief (Roles of Account Management and Strategic Planning. 2013). Providing the creatives a clear idea of exactly what and whom they’re selling too. The strategy planner needs to ensure the creation of great communications. This is only possible by preventing poor communications, with an understanding of exactly why the target audience does what they do (Lecture 3: Understanding Consumer Behaviour. –Melissa How. 2013). Once the strategy planner is satisfied with what the creative team has produced, it is then their responsibility to distinctly justify and rationalise the creative approach to the client. The strategy planner works as the intermediate between the client and the creative team. Brands communicate for profit, so without the strategy planner’s explanation, brands might find it difficult to justify the expenses associated with advertising (Lecture 3: Understanding Consumer Behaviour. –Melissa How. 2013).

The exponential growth of technology has many impactful effects on various fields and the way people live there day to day life. Recent developments in communication and media technology have had the greatest influence on modern day life. Because of this, no other area is arguably facing the same amount of pressure and uncertainty than the media industry is (Insight: Planning Strategic Interactive Advertising - Accenture - Full Text. 2013). Therefore these new media expansions are radically changing the way advertisers develop strategies and create campaigns to communicate the right messages to the consumer. There is a great threat of elimination for a number of traditional media channels, however with new media, comes a blend of unprecedented opportunities for media outlets and sequentially advertisers (Insight: Planning Strategic Interactive Advertising – Accenture - Full Text. 2013).

The accelerated expansion of technology creates a number of problems for strategy planners and the way they consider potential strategic plans for the future. Effective strategic planning is not simply preparing for the present, it must always bare in mind the continuous effects current and future campaigns will have on the client’s brand and how new forms of media will effect it (Insight: Planning Strategic Interactive Advertising - Accenture - Full Text. 2013). For example, the digital age provides an easily accessible forum for unsatisfied customers to voice their opinion. It is especially relevant for strategic planners who have commonly relied on traditional media channels, to consider all future media developments. All businesses related to the media are forced to design new business models to fully utilise new technological developments, particularly businesses involved with advertising (Insight: Planning Strategic Interactive Advertising - Accenture - Full Text. 2013). The competitive nature of the advertising industry makes it crucial for firms and their strategic planners to constantly be at the forefront of all new technology and media. Otherwise they risk the threat of losing a valuable client to a firm who has grasped a greater understanding of newly developed technology (Roles of Account Management and Strategic Planning. 2013).

The exponential growth and continuous competitive nature of the advertising industry makes it imperative for strategy planners to be apart of the vanguard of new media. Failing to do so potentially leads to the risk of losing clients, losing employment and ultimately termination of the firm (Insight: Planning Strategic Interactive Advertising - Accenture - Full Text. 2013). Strategic planners must now more than ever, prepare and anticipate all potential new media scenarios and consumption trends (Insight: Planning Strategic Interactive Advertising - Accenture - Full Text. 2013). This is difficult to accomplish repeatedly with all new media developments. However, with thorough research and careful analysis of consumer trends, strategic planners may be able to gather important knowledge regarding all potential risks involved with the new media. Enabling the ability to make sound and defensible strategic decisions, for both the client and the firm (Roles of Account Management and Strategic Planning. 2013).

Strategy planning is a vital part of the advertising industry. Without the strategy planner’s vast understanding of the brand and target audience, it is easy for poor communications to be created. The strategy planner acts as the voice of the consumer and uses this voice to mediate between the brand and the creative team (Roles of Account Management and Strategic Planning. 2013). Strategy planning requires continuous research, not just on the client, but also on the market and the continual growth of new media and technology. By staying at the forefront of technological developments, strategy planners are able to predict and utilise, where appropriate, new media for brand communication strategies (Insight: Planning Strategic Interactive Advertising - Accenture - Full Text. 2013). Allowing the creation of impactful, successful and astonishing communications to the target market.

Word count: 1548
References:
What does a strategic planner do? - Alex Campbell's advertising, culture and politics blog. 2013. [ONLINE] Available at: http://www.alexjcampbell.com/post/497739762/what-does-a-strategic-planner-do. [Accessed 20 May 2013].

Roles of Account Management and Strategic Planning. 2013. [ONLINE] Available at: http://www.aef.com/industry/careers/memos/8003. [Accessed 20 May 2013].

Advertising Planner: What does your job involve? - YouTube. 2013. [ONLINE] Available at: http://www.youtube.com/watch?v=wm_8UYWbYCA. [Accessed 21 May 2013].

Lecture 4: Research Techniques. – Melissa How. 2013.

Exploratory, Descriptive, and Casual Research Designs. – Monroe College. 2013. [ONLINE] Available at: http://www.monroecollege.edu/AcademicResources/ebooks/9781111532406_lores_p01_ch03.pdf. [Accessed 21 May 2013].

Lecture 3: Understanding Consumer Behaviour. –Melissa How. 2013.

Insight: Planning Strategic Interactive Advertising - Accenture - Full Text. 2013. [ONLINE] Available at: http://www.accenture.com/us-en/Pages/insight-thinking-strategically-interactive-advertising.aspx. [Accessed 19 May 2013].

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