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The creative strategy is also known as the message strategy. The creative strategy explains how the advertising campaign will address the advertising objectives. [97] Developing the creative strategy typically begins by identifying the big idea (also known as the creative concept that will establish the intended product position in the minds of ...
Creative ideas that drive business are more typically the result of a strong collaboration between creative teams and account planners. Account planners (sometimes also called brand planners and strategic planners) use primary and secondary research to inform their strategic thinking and are ultimately responsible for the work that informs, and ...
Strategic planning has been criticized for attempting to systematize strategic thinking and strategy formation, which Henry Mintzberg argues are inherently creative activities involving synthesis or "connecting the dots" which cannot be systematized. Mintzberg argues that strategic planning can help coordinate planning efforts and measure ...
Often overlooked as meaningless, a solid mission statement can be the difference between a mediocre and a truly great business. To be effective, a mission statement needs two key traits ...
The marketing plan also helps layout the necessary budget and resources needed to achieve the goals stated in the marketing plan. It is able to show what the company is intended to accomplish within the budget and also makes it possible for company executives to assess potential return on the investment of marketing dollars. [4]
The statement can be used to help show the financial position of a company because liability accounts are external claims on the firm's assets while equity accounts are internal claims on the firm's assets. Accounting standards often set out a general format that companies are expected to follow when presenting their balance sheets.
A strategic business unit (SBU) in business strategic management, is a profit center which focuses on product offering and market segment. SBUs typically have a discrete marketing plan , analysis of competition, and marketing campaign , even though they may be part of a larger business entity.
Creative accounting is a euphemism referring to accounting practices that may follow the letter of the rules of standard accounting practices, but deviate from the spirit of those rules with questionable accounting ethics—specifically distorting results in favor of the "preparers", or the firm that hired the accountant. [1]