CCT302H5 Lecture Notes - Lecture 2: Media Mix, Masculinity, Mothers Against Drunk Driving
13 Feb 2019
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Document Summary
The role of marketing and communication in campaign planning/management. We believe: the best can be - the best man can get. Capture the social culture and leverage it. Gillette is trying to adapt to some of the needs and expectations. Focus on product instead of being socially responsible, liberal. Biggest issue is the perception of authenticity; the campaign was not received as genuine. Refers to the entirety of internal and external factors that influence the way companies market their products and services to their target segments - figure out trends and capitalize on those trends. Internal environments consists of the factors that are within the company (employees, resources, image, culture, mission, goals/objectives, etc), while external environment consists of the factors that are outside the company (suppliers, distributors, collaborators, competitors, government, etc) Understand the environment understand market, so you can sell better. Things that have immediate impact on campaign: customers, competitors, social and political trends, technological advancements, timing.
