ADV 205 Lecture Notes - Lecture 15: Integrated Marketing Communications, Swot Analysis, Dagmar Marketing
Document Summary
The process of building and reinforcing mutually profitable relationships with employees, customers, other stakeholders and the general public. Done by developing and coordinating a strategic communications program. Enables them to have a constructive encounter with the company/brand through a variety of media. Everyone the company encounters is important and all encounters should be constructive. Planned messages: traditional marketing communication messages, low impact. Say planned messages do product, service messages confirm unplanned messages . Organizes the marketing plan"s situation analysis into a swot analysis. The advertising objective and strategy support the marketing strategy. Ad agencies write the advertising plan: includes sub-strategies, primarily creative and media. Defining advertising goals for measure advertising results. A way to set objectives and measure the results of advertising. Stated that the process of achieving and advertising objective can be broken down into four phases: 1. Consumers must first be made aware that a particular brand or offering exists ( i"ve heard of it. : 2.
