COMM313 Lecture Notes - Lecture 8: Research, Brand Management, Dagmar Marketing
18 Apr 2016
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Document Summary
Mountain dew story- shows that success depends more on imc planning than on creativity. Marketing plan: a document that serves as a guide for present and future marketing activities of an organization: 1. Mission statement: short description of the organizations purpose and philosophy. What marketing department is and what is stands for. a good marketing plan starts with this: 2. Situation analysis: a detailed description of the brands current marketing situation. Swot analysis: uses the facts contained in the situation analysis to point out, strengths, weakness, opportunities, and threats for the brand. Opportunities and threats: environmental factors: 3. Marketing objectives: clear, quantifiable, realistic marketing goals that are to be accomplished within a defined time period. Sales-target objectives: goals related to increasing or maintaining sales volume and market share. Dagmar (defining advertising goals for measured advertising results)- system to help determine objectives for marketing program, emphasizes comm objective: 4. Marketing strategy: describes how the company plans to meet its marketing objectives.
