Texas Border Business
Edinburg, TX—Christopher Julian, President/ CEO of Advertir, Inc. a McAllen based full service marketing & advertising agency, recently spoke to student members of UTPA’s club of The American Marketing Association.
His presentation “How Strategic Planning Helps Build Success” focused on the importance of planning throughout the entire marketing process. “Begin with The End in Mind”, Julian told the students. “You must clearly define business goals and objectives and where you want to be before you take any action”, Julian said.
The planning process starts with a situational analysis answering 4 critical questions: Where is our business now? How did we get here? Where do we want and reasonably expect to be? How do we get there? The planning process is also applied to media selection and buying as well as the creative process. After the presentation, students posed questions to Mr. Julian.
