Gartner Research

Use Brand Strategy to Guide Advertising Planning

Published: 11 April 2017

ID: G00321500

Analyst(s): Martin Kihn


Turning business targets, like sales or market share growth, into a brand strategy is hard for many marketing leaders. Refining that strategy into an advertising plan is even harder. The four-step framework outlined in this research will help you transform goals into action.

Table Of Contents
  • Key Challenges



  • Strategic Media Planning
  • Step No. 1: Determine Brand Position
  • Step No. 2: Measure the Purchase Dynamics
  • Step No. 3: Map the Efficiency/Depth Trade-Off
  • Step No. 4: Start the Media Plan
  • What to Do Next

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