Create A Unified Strategic, Media and Creative Plan

drawing concept
Communication, creative and media strategies should not be treated independently

Editor's note: This is the last in a series of articles on the Theory of Everything as applied to marketing. Read part 1, part 2, part 3 and part 4.

Going back to our mythical burger joint, we saw that smoothies and green salads were our most profitable items, accounting for almost $34 million of our $65 million in profits and with margins of 50 percent and 35 percent, respectively. And we saw that double burgers were our third product, with $11 million in profits.

We also saw that the main target for smoothies and salads were women 25+, while the double burgers’ main consumers were men 25+, and we are ready for our creative integration.

Next step, we look at both products and target CPMs.

For double burgers we might find:


So we see that TV to reach men is too expensive, but the Web and OOH seem to be able to get the job done far more efficiently than, say, TV and search. Radio can swing either way, so that if there is money left over after achieving good reach on Web and OOH, we might consider radio.

For salads and smoothies, we might find:

Now television is a real possibility, though the Web, OOH and radio still win.

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About the author

Marcelo Salup

Marcelo Salup's 30+ years career in advertising covers a wide range of everything. A wide range of roles -he began his career on the creative side, won 2 Addies, changed to media, included strategic planning and consumer insight and has been an agency owner several times. A wide range of venues: Spain, Latin America, International and the U.S.  A wide range of clients that go from automotive through banking, electronics, fast food, soft drinks and much more. His professional philosophy can be summed up in four words: “Only performance is real”. Today, he runs a successful strategic planning consulting, Iffective.

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