Think of strategy development as a picking a destination,
such as “I want to go to Cleveland”. The strategy is to make the trip. The
tactics are how you get there. If I drive, which roads should I take? Should I fly?
If so, which airlines have the best rates? Where will I stay? How long will I be
there? You need to ask these and a bunch of other questions that deal with the
specific actions you must take to get to Cleveland and back.
Another analogy comes from the military: Strategies deal with
achieving objectives, like capturing a city. Tactics are the means used to
achieve strategies, such as using a combination of close air support, flanking
maneuvers from infantry, frontal assaults by tanks, and constant artillery
bombardment.
Strategy often deals in long term solutions, such as
building brand share. Strategy is concerned with continuity, growth and return
of investment. Strategies are very specific and almost always measurable.
Tactics are all about getting results quickly and effectively.
-Advertising Strategy-