Strategic Advertising Plans: The Palmer Process

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The Palmer Process contains nine (9) distinctive processes, which, when all elements are completed, form the basis for a complete strategic advertising plan that Palmer will implement. The nine processes are:

  1. Communication
  2. Establish Objectives
  3. Evaluate Current Situation
  4. Research and Market Understanding
  5. Strategic Development (Brand Platform)
  6. Creative Development
  7. Develop/Produce Tactics
  8. Media Planning / Implementation
  9. Accountability – Tracking

Each of the individual sections would include materials for both advertising/marketing and public relation’s activities. While these three sections represent a broad sweep of the materials to be developed, each individual section has many subsets that make up the section in its entirety.

The Palmer Process