1) Assessment. What's going on in the market, What's the history, the current situation. What are the major trends in the market, what's the future looking like? With the product. With competitors. With consumer attitudes.
2) Action What should your client do about the the most significant opportunities or problems presented by the situation? What should you do with the brand. With direct marketing. The Web site. The way the company is positioned.
A SWOT analysis will help you figure out the "What's going on" part. And figure it out quickly.
The "What to do" part of your ad strategy should follow logically from the "What's going on" part.
Example: Say the SWOT analysis reveals that there is serious and growing competition from price slashers.
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