MCS 3620 Lecture Notes - Lecture 1: Integrated Marketing Communications, Strategic Planning, Greenwashing

• School: University of Guelph
• Department: Marketing and Consumer Studies
• Course: MCS 3620
• Professor: robmclean

Document Summary

A corporate plan: a corporate plan/strategic plan should include, a vision statement, a mission statement, your company"s resources and scope, a list of corporate objectives, a list of strategies to reach those objectives. Strategic planning process integration of a strategic plan will help achieve short-term and long-term objectives. Corporate strategy factors: mission, vision, corporate purpose, marketing strengths, degree of competition, management commitment level financial resources research and development capabilities. Advertising: a persuasive form of marketing communications designed to stimulate a positive response from a defined target market, product advertising, promotional advertising. Direct response communication involves the delivery of a message to a target audience of one: direct mail, direct response tv (drtv, mobile communications telemarketing. Sales promotion involves special incentives to stimulate an immediate reaction from consumers and distributors: consumer promotion > for pull trade promotion > for push .