Marketing Communications are “all strategies, tactics, and activities involved in getting the desired marketing messages to intended target markets, regardless of the media used” (MarcommWise, 2006). Tony Yeshin (1999) defines marketing communications as “the process by which a marketer develops and presents stimuli to a defined target audience with a purpose of eliciting a desired set of responses” (Yeshin, 1999). Marketing communications are: adverting, sales promotions, personal selling, PR and direct and interactive marketing (Fill, 1999).
Consequently Marketing Communications Plan is the marketing plan which promotional plan incorporates two or more integrated marketing communications mediums aiming to reiterate the same goals and objectives.
Marketing Communications Plans are generally based on two different frameworks: Marketing Communications Planning Framework and SOSTAC (Fill, 1999).
Marketing Communications Plans consist of the following vital elements:
• Context analysis
• Promotional objectives
• Marketing communications strategy
• Promotional mix (methods and tools)
• Budget schedule
Evaluation and control (Fill, 1999).
When writing marketing communications plan it is important to:
1. Set corporate, marketing and marketing communications objectives, which would support and integrate with each other.
2. Develop segmentation, targeting and positioning strategies.
3. Develop creative message with which Marketing Communications Plan with communicate with target audience.
Maximising the Marketing Communications Budget
Probably the hardest task that every senior marketing manager regularly faces is planning to maximise budget efficiency. Nowhere is this more challenging than when deciding on where to spend the marketing communications budget.
The exponential growth of new media covers every aspect of life from the second your (digital of course) radio alarm goes off in the morning through all the traditional offline media you’re exposed to over the course of the day. Once we go online and explore the huge demands on the budget related to email marketing, search engine optimisation, pay per click, web design and a plethora of other online marketing opportunities, the budget dilemma seems to become impossible. Various studies indicate the average person living in a developed country is exposed to anywhere between 3000 and 7000 differing advertising messages per day. If you’re targeting that person, then how do you choose the one or two messages that are going to grab their attention and generate the right response? The answers can be found in a few key areas: The size of your brand and business, the nature of your target market, the relative size of your competitors, the level of experience you have gained from previous marketing activity and your personal predisposition to believe in a particular approach. I’ve packaged that into
Ten golden rules for planning an integrated advertising campaign:
1 Repetition builds awareness builds response
Don’t spread your budget too thin.
2 Online marketing is fashionable but that doesn’t make it right for your business
If you know you can build your business by increasing your web visits then online expenditure makes sense. But if your business model is not dependent on your website be careful about throwing all your money online
3 The smaller your budget the more benefit Public Relations can provide
4 The bigger your business the more important brand building
As a massive generalisation, small businesses need to focus on building response and every penny they spend on marketing is looking for a short-term return. In the long run it’s the budgets that invest in brand building that win but there’s no point in worrying about that when your budget is small.
5 Direct Mail and e-shots are the starting point for most small businesses
6 No more than 50% of your budget online
7 Information Is Power
Quite simply the more you understand your target market and their media consumption the better you can plan campaigns that connect with them.
8 Don’t swim with the big fish
If you’re a small fish then swim upstream or downstream of the big ones Taken from Adam Morgan’s book ‘Eating the Big Fish’ this rule simply says that challenger brands need to do things differently to the competition
9 Sponsorship is for laughs
If you have many millions of pounds or dollars to spend then sponsor a premiership football club. If your budget is smaller avoid spending too much money on simple brand awareness and make sure your brand values, unique selling points and call to action are built into your marketing communications
10 Integrated communications are impressive
Even better than repeating your message to one person in the same medium is getti
Consequently Marketing Communications Plan is the marketing plan which promotional plan incorporates two or more integrated marketing communications mediums aiming to reiterate the same goals and objectives.
Marketing Communications Plans are generally based on two different frameworks: Marketing Communications Planning Framework and SOSTAC (Fill, 1999).
Marketing Communications Plans consist of the following vital elements:
• Context analysis
• Promotional objectives
• Marketing communications strategy
• Promotional mix (methods and tools)
• Budget schedule
Evaluation and control (Fill, 1999).
When writing marketing communications plan it is important to:
1. Set corporate, marketing and marketing communications objectives, which would support and integrate with each other.
2. Develop segmentation, targeting and positioning strategies.
3. Develop creative message with which Marketing Communications Plan with communicate with target audience.
Maximising the Marketing Communications Budget
Probably the hardest task that every senior marketing manager regularly faces is planning to maximise budget efficiency. Nowhere is this more challenging than when deciding on where to spend the marketing communications budget.
The exponential growth of new media covers every aspect of life from the second your (digital of course) radio alarm goes off in the morning through all the traditional offline media you’re exposed to over the course of the day. Once we go online and explore the huge demands on the budget related to email marketing, search engine optimisation, pay per click, web design and a plethora of other online marketing opportunities, the budget dilemma seems to become impossible. Various studies indicate the average person living in a developed country is exposed to anywhere between 3000 and 7000 differing advertising messages per day. If you’re targeting that person, then how do you choose the one or two messages that are going to grab their attention and generate the right response? The answers can be found in a few key areas: The size of your brand and business, the nature of your target market, the relative size of your competitors, the level of experience you have gained from previous marketing activity and your personal predisposition to believe in a particular approach. I’ve packaged that into
Ten golden rules for planning an integrated advertising campaign:
1 Repetition builds awareness builds response
Don’t spread your budget too thin.
2 Online marketing is fashionable but that doesn’t make it right for your business
If you know you can build your business by increasing your web visits then online expenditure makes sense. But if your business model is not dependent on your website be careful about throwing all your money online
3 The smaller your budget the more benefit Public Relations can provide
4 The bigger your business the more important brand building
As a massive generalisation, small businesses need to focus on building response and every penny they spend on marketing is looking for a short-term return. In the long run it’s the budgets that invest in brand building that win but there’s no point in worrying about that when your budget is small.
5 Direct Mail and e-shots are the starting point for most small businesses
6 No more than 50% of your budget online
7 Information Is Power
Quite simply the more you understand your target market and their media consumption the better you can plan campaigns that connect with them.
8 Don’t swim with the big fish
If you’re a small fish then swim upstream or downstream of the big ones Taken from Adam Morgan’s book ‘Eating the Big Fish’ this rule simply says that challenger brands need to do things differently to the competition
9 Sponsorship is for laughs
If you have many millions of pounds or dollars to spend then sponsor a premiership football club. If your budget is smaller avoid spending too much money on simple brand awareness and make sure your brand values, unique selling points and call to action are built into your marketing communications
10 Integrated communications are impressive
Even better than repeating your message to one person in the same medium is getti
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