Big and little planning (planning of both local and global marketing and advertising strategies)

Article Type: Abstracts From: Strategic Direction, Volume 28, Issue 8

Hooper-Greenhill O.Admap, March 2012, Vol. 47 No. 3, Start page: 27, No. of pages: 3

Applies the concepts of “big” and “little” planning to the planning of both local and global marketing and advertising strategies, noting that there is no such thing as a global marketplace and most brands are not global. Explains that big planning is the overarching global strategy that is decided on first, and little planning is when small adjustments are made by local market. Illustrates these points with particular reference to Smirnoff’s “Be There” advertising campaign, which resulted from the two different approaches, and shows the benefits of getting the big planning done first. Notes that the result was the Smirnoff Nightlife Exchange Project, an international nightlife event and social experience that covered 50 cities worldwide in a single night. Includes the account in a Special Issue partly devoted to the theme of “Global planning.”Article type: ViewpointISSN: 0001-8295Reference: 41AH094

Keywords: Advertising, Advertising agencies, Advertising effectiveness, Brand management, Consumer goods, Consumer marketing,Globalization, Marketing models, Marketing philosophy, Marketing planning,Marketing strategy, Marketing theory, Organizations, Sales campaigns, Strategic marketing