ABSTRACT
Communications planning is based on the following stages:
communications target group
communications message
communications objective
creation and media resources
communications budget
monitoring and evaluation of communications outcomes
There is a clear relationship between positioning (and target group choice) and the stages of communications planning. Positioning frames the content of the communications message; it is sometimes even the core of the message. Communications goals must be SMART and in line with positioning and the target group. Any creative concept must match the brand values. Media resources have to match with the information search behaviour of the target group. The budget is determined, among other things, by campaign goals. Monitoring and evaluation check whether the desired identity sufficiently matches the image. Within the media mix online communications (in all its different forms) becomes increasingly important. The result is also that more data become available for research: “big data.” However, the use of online communications should always be in balance with “classic” offline communications. An ad agency can offer support in various stages of communications planning support, but a clearly outlined positioning strategy is a key input for the briefing.
