Peggy Simcic Brønn Chapter 30 Developing marketing communication plans

Peggy Simcic Brønn Principal tasks of marketing communications managers zWho should receive message. zWhat message should say. zWhat image of the organization stakeholders should retain. zHow much is to be spent zHow messages are to be delivered. zWhat actions receivers should take. zHow to control the process. zWhat was achieved.

Peggy Simcic Brønn Elements of the plan zContext analysis zPromotional objectives zMarketing communications strategy zPromotional mix (methods and tools) zBudget zSchedule zEvaluation and control

Peggy Simcic Brønn Context analysis zBusiness context yCorporate and marketing strategy and plans yBrand/organization analysis yCompetitor analysis zCustomer context ySegment characteristics yLevels of awareness, perception and attitudes yLevel of involvement yTypes of perceived risk yDMU characteristics and issues

Peggy Simcic Brønn Content analysis zStakeholder context yKey stakeholders and importance yCommunication needs zOrganizational context yFinancial yOrganization identity yCulture, values, beliefs yMarketing expertise yAgency suitability z Environmental context ySocial, political, economic, technological constraints and opportunities