I read Michel de Certeau’s definitions of strategy and tactics in “Making Do”: Uses and Tactics twice because it was quite difficult to understand. De Certeau’s definition of a strategy focuses on the power a party has over its surrounding place. He states that “every ‘strategic’ rationalization seeks first of all to distinguish its ‘own’ place, that is, the place of its own power and will from an ‘environment’” (p. 36). Strategies plan ahead and focus on what its environment is supposed to look like. He describes a tactic as an isolated action carried out due to opportunities afforded by the place in which it occurs. It reacts to the environment as it is.

In one of my other Journalism classes, we started talking about strategies and tactics for marketing. The strategies provide the framework for the tactics to carry out. Where a strategy involves a goal or end product, the tactic involves the way the strategy is actually put into action.

Essentially, strategies are theoretical, as they are planned prior to actions. Though tactics are also often planned ahead of time, they may not work due to environmental characteristics or because the audience reacts badly to an ad that the strategists thought would work well (e.g. Subway’s sexy Halloween costume ad spot).

Last week, Subway aired its Halloween ad featuring a (skinny) woman at lunch (eating Subway) because “you gotta stay in shape for all the costumes.” SHe then proceeds to show off her “sexy” Halloween costumes to her co-workers, framing the male coworker in the left corner, so it looks like she’s modeling just for him.

Not surprisingly, the ad received some heat, and Subway pulled the ad a few days later.

Subway’s strategy aimed to persuade people to continue watching their weight because women need to stay “sexy” for their Halloween costumes. We all know you can’t wear a Halloween costume unless you look sexy in it (please note the sarcasm dripping from this sentence).

Their video tactic failed because it got a lot of backlash for it’s “sexist” (dubbed as such by many news sources) tone. To reduce backlash, they took down the ad (a tactic to reduce bad associations with the brand).

Subway now has to change its tactics, and possibly even their strategy. However, tactics are easier to change, as they are often smaller, less complicated and less intricate than strategies. Strategies are often overarching maps of actions to take in order to reach a goal. Therefore, they are difficult to change quickly, and are not abe to react as quickly to situations as tactics can.