Question

Please answer the following questions concerning this weeks topics:

- What is the difference between strategy and tactics? - Give an example of each.

- Why is evaluation of a campaign linked to the objectives?

Answer 1

?What is the difference between strategy and tactics? - Give an example of each

• Tactic is the move or action or the activity that a business adopts to achieve the desired objective or result. On the other hand, strategy is usually referred to as a blueprint that directs the organization towards the vision they have set.
• Scope of strategy is bigger than the tactics.
• Tactics it the action towards achieving a specific result and strategy is the action plans of the company to differentiate itself from others.
• Tactics helps in determining how a strategy can be implemented; strategy is the set of activities or plan that differentiates the company from their competitors.
• Tactics is preventive and strategy is competitive in nature.
• Tactics is formulated at a lower level; strategy is formulated at a higher level.
• Tactics is about the present; strategy focuses on future growth.
• Example- the Company’s mission is to reduce the carbon footprint that people are contributing to.

Strategy- reduce carbon footprint in certain city at a certain percentage by educating people about the renewable energy.

Tactics is using marketing campaigns through television advertisements.

Why is evaluation of a campaign linked to the objectives?

Campaigns are usually conducted with a specific objective in mind. This is called campaigning objective. For example, a start-up company’s campaigning objective would be to increase awareness of the product/service to the people. It is pertinent that the campaigns are monitored and evaluated regularly to strengthen the impact the campaign has on the people. Evaluation helps the organization or the marketing team to find out if the campaign was effective in achieving the results. If evaluation is not done, then there is no measurement neither goals achieved. Evaluation is crucial for supporting organizational learning on a larger scale and helps to influence the future strategy and campaigns.