MKTG209 Study Guide - Final Guide: Customer Service, Media Consumption, Product Demonstration
Document Summary
Steps in formulating marketing communications strategies: assess marketing communications opportunities, analyse marketing communications resources, create measureable and defined communications objectives, develop and evaluate strategies, assign specific communications tasks. Developing a marketing communications campaign: target audience, campaign objectives, budget, media strategy, message, campaign approach, measure effectiveness. Campaign objectives: all campaign objectives must be well defined and measurable, awareness, market share, enhance image, must be broken down by different areas (global, region, country etc) Budget: links marketing objectives with media message and control decisions, set market by market, control mechanism. Media strategy: media availabilities, target audience media consumption patterns, product restrictions & national regulations, global media. Message: messaging strategy should focus on production positioning and consumer, motivations, evaluation criteria. Campaign approach: some firms are equipped with the resources to develop and traffic entire campaigns, however, most will have to outsource to specific media & marketing agencies. Measuring effectiveness: pre & post test recognition, brand awareness. Interpretation: sales, profitability, consumers intention to buy.
