Business Glossary

plan that details a company's marketing effort; also called action program, marketing strategy. The marketing plan may be laid out for an individual product or for the entire company and all its products. In either case, the plan specifies the marketing goals and objectives to be achieved over a specific time period and then lays out the various strategies to be followed in achieving them. It will also delineate the responsibilities for carrying out the plan. The strategies will involve the proposed development of the product(s), the definition of the target market(s), and the types of media and sales promotions to be used.

outline of the development of the advertising message, as prepared by the creative team of an advertising agency, including the copywriter(s), art director, and creative director. Essentially, the creative strategy explains how the message will meet the advertising objectives. Included in the outline will be the product positioning (how the product will be positioned in the marketplace, toward what audience) and the rationale for that positioning, such as the tangible or intangible benefits of the product and the reasons for choosing those particular benefits. As the name suggests, the creative strategy deals only with the creative aspects of the advertising. Except perhaps on a very superficial level, it does not discuss the media, cost per thousand, gross rating points, or any other aspects outside the realm of the creative department.