ADV 3008 Lecture 11: ADV3008 Mod 8
21 Mar 2016
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Document Summary
Imc (integrated marketing communications) planning: know about the components of the marketing plan, budgeting for imc, marketing plan. Sets out activity that a company plans to engage in over the course of the subsequent year. Marketing plan adjusted/adapted if new competitor or economic disaster. Begins with mission statement aspirational, helps everyone understand key value etc. Situation analysis summary of where the brand is today and frequently how it got there: internal situation company and brand, external environment economy, changes in consumer preferences, Marketing objectives indicate exactly what company is supposed to do. Mission statement: our goal is to provide the best claim service in the industry. Mission statement: to bring inspiration and innovation to every athlete in the world. Segment: for all people seeking a soft drink for regular occasions, parties. Target group: all age groups lower, middle and upper class health conscious people. No sugar so safe for health conscious and diabetic people.
