4058169
Description
Mind Map by dani.betancourt., updated more than 1 year ago
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Created by dani.betancourt.
about 9 years ago
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marketing communications planning and plans
- marketing
communications
campaing:
- the performance and integration
of all promotional marketing
communications activities into a
programme desing to archive
interrelated goals
- the performance and integration
of all promotional marketing
communications activities into a
programme desing to archive
interrelated goals
- marketing
communications
plan
- document that summarises the main issues and details of marketing
communications activities, including relevant background information and
marketing communications decisions
- document that summarises the main issues and details of marketing
communications activities, including relevant background information and
marketing communications decisions
- tools of the marleting
- advertissing
- PR
- sponsorship
- direct marketing
- telemarketing
- press information
- internal communications
- sales promotions
- exhibitions
- salesforce communications
- distributor communications
- ratail support
- point-of-sale
- product and technical information
- corporate indentity
- corporate communications
- relationship marketing
- advertissing
- dealer customer direct marketing
- existing dealership customers who fit the consumer profile for the new model are mailed with an information pack and video which explain the concept of
value for money. as an incitive to take a test drive, they are offered a choice of free motoring accesories, further reinforcing the conceot of value for
money
- dealership launch material
- to ensure that the network is fully committed to the new programmme each dealership receives a detalled product briefing and launch pack at a series of regional business meeting
- dealership promotional materia
- posters, display modules and other point-of-sale material reinforce the messages of the consumer advertising campaing within the dealership. an audio describing how dealership service helps to maintain low cost of
ownership through scheduled servicing and competitive parts and repair costs is given to every consumer who buys a new car
- aftersales service
- a series of direct marketing programmes is used to maintain contact with customers and reinforce the concept of value for money after the sale
- summary
- the campaing ensures that there are no weak links in communication between the manufacturer and the customer. the impact of the consumer capaing could hace been wasted if it had not been followed up effectively at dealership level.
- the campaing ensures that there are no weak links in communication between the manufacturer and the customer. the impact of the consumer capaing could hace been wasted if it had not been followed up effectively at dealership level.
- summary
- a series of direct marketing programmes is used to maintain contact with customers and reinforce the concept of value for money after the sale
- aftersales service
- posters, display modules and other point-of-sale material reinforce the messages of the consumer advertising campaing within the dealership. an audio describing how dealership service helps to maintain low cost of
ownership through scheduled servicing and competitive parts and repair costs is given to every consumer who buys a new car
- dealership promotional materia
- to ensure that the network is fully committed to the new programmme each dealership receives a detalled product briefing and launch pack at a series of regional business meeting
- dealership launch material
- existing dealership customers who fit the consumer profile for the new model are mailed with an information pack and video which explain the concept of
value for money. as an incitive to take a test drive, they are offered a choice of free motoring accesories, further reinforcing the conceot of value for
money
- the marketing comunications plan
- situational analysis: research and analysis
- organisacional analysis
- competitor analisys
- consumer analysis
- market alnalysis
- product analysis
- organisacional analysis
- determine marketing communications targets: audiences
- it is self-evident that customers or potential customers should be a focus of attention
but, sometimes, this blinds us to the fact that very many more audiences may need to be
selected.
- it is self-evident that customers or potential customers should be a focus of attention
but, sometimes, this blinds us to the fact that very many more audiences may need to be
selected.
- setting budget allocations, making resources available: budgets
- summary of the resource requirement for campaing management including men (personnel
requirements), money (financial requirements), and minutes (timing requirements).
- summary of the resource requirement for campaing management including men (personnel
requirements), money (financial requirements), and minutes (timing requirements).
- setting objectives: objetives
- specific
- measurable
- achievable
- realistic
- relevant
- targeted
- timed
- specific
- strategic decision-making: tactis
- brand values
- unique selling proposition
- competitive positioning
- competitive activity
- brand values
- operational decision-making: tactics
- the tactics section of the planning process details the specific activities and events that are going to
be undertaken to address the objectives.
- the tactics section of the planning process details the specific activities and events that are going to
be undertaken to address the objectives.
- campaing management: implementation and action
- campaing evaluation: control
- retail sales
- direct sales
- claimed consumer behavior
- consumer buying behavior
- perceptions/ image of brand
- attitude to brand
- attiudet to/ comunication of advesiting
- awareness of brand
- recall of advertising
- exposure to advertising
- retail sales
- situational analysis: research and analysis
Media attachments
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