MCOM 323 Lecture Notes - Lecture 2: Media Mix, Fast Food Restaurant, Swot Analysis

• School: Towson University
• Department: Mass Communication
• Course: MCOM 323
• Professor: Kim

Document Summary

Market analysis: client company & brand, competitive environment, advertising and media analysis, key consumers, seasonal and geographic factors. *swot analysis: strengths & weaknesses (internal, opportunities and threats (external to the organization) Marketi(cid:374)g 4p"s: product, price, place, promotion. Define the product category: the scope of competition in the market place, ex. Share of market (som) for your brand and competitors: the percent of total category sales that a single brand has, som = (cid:894)a (cid:271)ra(cid:374)d"s sales/ total (cid:272)ategory or industry sales) x 100. Ex: product life cycle (plc, development introduction growth maturity (becoming loyal) decline. Describe characteristics of consumers: current users (typically, demographics, psychographics, lifestyle and media usage. Seasonal issues: sales varying by season, other issues, ex. Geographic issues: where are they key consumers, use of the category and brand varying by the market. Media spending for the brand and key competitors (analyze: quantitative analysis (numerical format, competitive expenditure analysis. Competitive expenditure analysis (how much to spend vs. competitors)