(2539)

1. (Behavioral Segmentation)

(consumer Profile)
(Demographic) (Psychographic)
(Values and Lifestyles) VALS
2. (Behavioral
Objective) (Awareness) (Acceptance)
3. (Communication Strategy)
(Brand Contact)
(Media Activity)
(Non-media Activity)
(Brand Contact
Management)
(Message Contact)


- (Measurable)
- (Trial)
- (Brand Loyalty)
4. (Marketing Tools)
(Product) (Distribution) (Price)



5. (Marketing Communication Tactics)


(Advertising) (Sales Promotion) (Direct
Marketing) (Public Relations) (Special Events)
(In store Retail) (Merchandising )
(Packaging)

1 (Executive Summary)
(Highlights) (
)






2 (Situation Analysis)

4
1. (Company and Product History)




2. (Product Evaluation)




3. (Consumer Evaluation)
(Target Market)

(Demographics) (Psychographics)

(Life-Style)

4. (Competitive Evaluation)




3 (Marketing Goals)



(Short Term)
1 ( Long Term)

 3-5


(Marketing Mix)



4 (Budget)

(Impact)



5 (Advertising Recommendations)



5
1. (Target Market)

2. (Advertising Communication
Objectives)

3. (Creative Strategy)



3.1 (Product or Service)


(Fact) (Perception)


3.2 (Consumer)

3.3 (Competition)


3.4 (Competitive
Consumer Benefit) (Benefit)

(Advertising
Message) (Switch)

(The consumers point of view)

3.5 (The Support for the Benefit)

3.6 (Target Market Incentive Statement)

//
/
3.7 (Tone)

(Personality) (Style)



(Serious)

(Newly)

3.8 (Communication Objective)

-
-
-
-

4. (Execution)

4.1 (Print Layout and Copy)
4.2 (Radio Scripts)
4.3 (Television Storyboards)
4.4 (Theme Lines and Art)
4.5 (Package Designs and Illustrations)
4.6 (Brochure or Catalog Layouts)
4.7 (Outdoor Board Designs)
4.8


5. (Advertising Activities Schedule)


6 (Media Recommendation)




1. (Key Media Problem)
2-3

2. (Media Objectives)
(Specific)
(Reach) (Frequency)

3. (Media Strategy)


4. (Media Plan)
(Flowchart Schedule)
(Coverage) (Reach) (Frequency)
(C.P.M)

7 (Other Marketing
Communication Programs)
1. (Sales Promotion Recommendations)

1.1 (Sales Promotion Objective)

1.2 (Sales Promotion Strategy)

1.3 (Sales Promotion Executives)

1.4 (Sales Promotion Plan)

(Coupons)



2. (Public Relations Recommendations)




2.1 (Public Relations Objectives)


2.2 (Public Relations Strategy)





2.3 (Public Relations Executives)

2.4 (Public Relations Plan)

(Calendar Flowchart)

3. (Direct Marketing Recommendations)

(Direct Mail)



/

3.1 (Direct Marketing Objectives)

3.2 (Direct Marketing Strategies)

(Direct
Mail) (Telemarketing Catalogs)


3.3 (Direct Marketing
Executions)
(Script)

3.4 (Direct Marketing Plan)

(Flowchart)

4. (Other Marketing
Communications Recommendations)

8 (Evaluation)
(Pretest)


9 (Conclusions)