How not to Plan: 66 ways to screw it up

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There is No Value in Failure: “Allocate most of your budget to stuff that’s worked well in the past. You feel the precision in the prose, as if the authors cut each word out by scalpel and pressed them into place. Emotion helps us to process, remember and share, but ads like Budweiser's puppies show that the idea of 'emotion is all that matters' has significant limitations. If you are an obsessive planner, try a test: tomorrow, look at your plan, and then at the end of the day see if it worked out. Conversely, if your competitors cut their budgets, seize the opportunity to deal them a killer blow… ‘Zero-based budgeting’ is good discipline here.

A collection of articles from Ad Map on advertising planning, interspersed with how to check lists and some (short) case studies. People don’t only eat a Kit Kat on a break, but they might think of it because of that association when they’re browsing for snacks in Tesco.This book provides a very useful advices for all planners who live in the intersection between traditional and digital media. But it also talks, again with proper evidence, about the role of these emerging channels not as substitutes for traditional media, but as complements.

We forget that so far, the internet has decimated print because of its direct response capabilities, but has actually complemented TV and grown the total video landscape. We focus too much on individual personalisation and not enough on building shared, collective knowledge.If it’s in 10 years, should a marketing team completely get rid of it now or gradually experiment with other channels? While writing this, though, I became slightly concerned that my teens were totally delinquent, irresponsible members of society (or at least that their mates were! V marketingu, hlavne s rastucim vplyvom socialnych sieti, pribuda vela nepochopenia toho, ako komunikacia funguje, co znamena budovanie znacky, co je relevantne a co len pekne posobi. But when innovation is smaller (new variants within an existing portfolio, new packaging, new features), you're better to do nothing. Now that I’ve achieved a certain maturity — assuming a certain amount of wisdom comes with advancing age — it’s interesting and a little bit of fun to reflect on those myriad plans, whether long- or short-range, that I created, muddled through, and often abandoned over a lifetime.

How Not to Get People Thinking: “Real people have more important things to think and talk about than brands. Reach No Longer Matters: “A common view these days [is that] communications are more targeted, interactive, and engaging—so reach no longer matters… Unfortunately, it’s bollocks… Keep frequency under control as you build reach. The author has illustrated the points in a simple non- marketing way - devoid from jargons and heavy loaded words. The reservation is confirmed almost immediately, and we could get on with planning the rest of the trip.

Online, Evaluation is No Longer a Problem: “Don’t treat online and offline worlds as separate siloes: each affects the other… Contrary to what people think, most life still takes place offline, not online. They gleefully spent most of the day relaying their worst teenage party experiences and boy, did they have some stories to tell (spoiler – as you’d expect, almost all of them vomit related…). While the power of brand purpose might be attractive and seem convincing, too many brands are making the mistake of orienting themselves around a lofty purpose that goes far beyond what they can achieve and what people actually want from them.