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Topic: Student Questions
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This question has been answered, and points have been awarded.
Marketing Communication Plan Framework
Posted by Anonymous on
4/12/2007 at 10:10 AM ET
can someone assit me with the explaination some sort of summary or detailed kind on the subject of marketing plan framework as i normally get confused with the communication startegy of the whole corporate and the marketing comm strategy if someone out there can help i will greatly appreciate
4/12/2007 at 3:37 PM
many company rely on one or more communication tools to achieve their communications goals. such as general advertising, direct mail, sales promotions, PR putting all the marketing mix into plan and keeping it consistency for maximum impact. that’s what usually a marketing communication plan consist where as a marketing plan consist of a much broader area such as
• market situation
• opportunity analysis
• target market
• control and monitoring
• action plans.
hope this will help you.
4/13/2007 at 2:49 AM
Marketing communication is about the tools or methods you use to deliver your message to the targeted market.
You have two types
A) Above the Line: Include Billboards, TV, Print
B) Below the Line: Radio, Posters, Brochures, Trade shows, exhibitions e.t.c
Inorder to have all the above work work in an intergrated manner you have to have a plan of when to use which and who you are actually targeting.
A marketing plan on the other hand is wider than that ..... the communication plan is part of the execution process of the marketing plan
4/13/2007 at 3:16 AM
thanks to ekarujongo and eloquence i appreciate your effort and will make sure to post some more questions as i still have some issues pending before my exams
4/13/2007 at 9:06 AM
Here is a good example of a Marketing Communications Plan:
4/19/2007 at 2:34 AM
I think wdarina has given u a good example of a macomm plan.
As eloquence mentioned the macomm plan is aimed at briefing all the suppliers responsible in the marketing mix about the whole campaign. What is the focus of the campaign, what budget they get, who they work close with, who is the most important and what are the delieverables.
It's meant to be concise , who what where, when, why,how...
The suppliers/players are advertising agents, PR, sponsorship, marketing research, Word of mouth, product recall issues, lobbying issues, direct marketing people and so on.
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