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Strategic Planning Lesson 8

Click here to download slides from lesson 8

This session we discussed about target and how it is crucial to define it.

Target is a word that is used to describe a series of different things and, as marketers and advertisers, we want to be sure we are clear what we are talking about.

In advertising, "Target" has a direct influence on several elements of the brief, mostly importantly on "Insight", "Channels" and "Mood and Tone".

In fact the definition of the target defines a) what is said in the ad (Key Message as related to Insight) b) where the story is told (Channels) and c) how the story is told (Mood and Tone).

The more we are precise and clear with the target, the highest the chances to be successful.

Like in this interesting example we discussed in class.

The Great Shelp

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