Professional Documents
Culture Documents
• Communication objectives.
• Comprehension.
• Conviction.
• Action.
• Product attribute.
• Price/quality.
• Use/application.
• Product class.
• Product user.
• Product competitor.
• Cultural symbol.
• Price.
• Distribution.
• Communications.
Marketing Tactics
• Determine the specific short-term actions to be taken,
internally and externally, by whom, and when.
Bottom-Up Marketing
• Especially useful in a
small company.
• Focus on tactic first, then
develop strategy.
IMC Approach
• Mix marketing and communications planning together.
• Starts with the customer, works back to the brand.
• Utilizes ever-expanding database of customer behavior.
Setting Objectives
Understand what campaigns can do.
• IMC objectives should always be related to communication effects.
• Product concept.
• Communications media.
• Advertising message.
• Political.
• Social.
• Legal.
• Internal.
• Three steps:
• Define objectives.
• Determine strategy.
• Estimate cost.
Additional methods:
• Empirical research involves company running a series of tests in
different markets with different budgets to determine best level of
advertising expenditure.
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