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Published byEmma Skinner Modified over 9 years ago
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April 2012
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The 4 P’s: Product Price Place/distribution Promotion/communication ▪ People or staff ▪ Physical (presence/location/decoration) ▪ Process 8. december 2015
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Success is in the combination of the different approaches – based on a thorough analysis -> the communications plan 8. december 2015
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Men/women (the human resources) Money (budgets) Minutes (time) 8. december 2015
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S – Situation Analyses (where are we now) O – Objectives (where do we want to go) S – Strategy (how do we get there) T – Tactics (planning a trip at the time) A – Action (or implementation – putting plans to work) C – Control (measure, monitoring, reviewing and modifying) 8. december 2015
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S – Company and communications and dissemination O – Communications and dissemination S – Communications and dissemination T – Visualization and Concept Development A – Visualization and Interactive Development C – Communications and dissemination 8. december 2015
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Those who triumph Compute at their Headquarters A great number of factors Prior to a challenge. Those who are defeated, Compute at their headquarters A small number of factors Prior to a challenge. 8. december 2015 Much computation brings triumph Little computation brings defeat. How much more so with no computation at all By observing only this I can se triumph or defeat. Sun Tzu: Art of War (more than 2000 years ago)
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Overall marketing performance The market place Competition Strengths and weaknesses PEST analysis Market structure – segments and target markets 8. december 2015
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Segment Criteria: Measurable Substantial Accessible Relevant Decision-making units Global segments Consumer segments Industrial segments 8. december 2015
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S – Specific M – Measurable A – Actionable R – Realistic T – Time specific Two types of objectives: Marketing and communications objectives 8. december 2015
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AIDA -- Attention Interest Desire Action 8. december 2015
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How we get there – how the objectives will be achieved Strategy summarizes tactics Communications strategy helps to harmonize and integrate all of the tactical communications tools 8. december 2015
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The details of tactics 8. december 2015
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Comparing the results with The initial situation The objectives for the campaign 8. december 2015
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How can you test your website? 8. december 2015
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“Kidnappers” test Expert test User test Questionnaire (Web)Statistics Sales… 8. december 2015
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