Advertising Communication Model 10-17-07

Advertising Communication Model 10-17-07 - Advertising...

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Advertising Communication Model Source -> Message -> Consumers Source o Sponsor o Author o Persona Message o Literary form: o Autobiography o Narrative o Drama Consumers o Implied Consumers o Sponsorial Consumers o Actual Consumers Advertising Planning and Strategy Strategic planning o Begins at corporate level o Extends to the functional level o Ends with advertising The Business Plan o Mission Statement o Also uses a S.W.O.T analysis o Specific objective and goals o Strategies and tactics for goal achievement
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The Marketing Plan Document that proposes strategies for using the marketing mix to achieve marketing objectives Assembles all pertinent facts about: o An organization o Its markets o Products and services o Customers o Competition Specifies objectives, strategies, and tactics Planning Approaches Top-Down Model Bottom-Up Model Integrated Marketing Communications Model Top-Down Model Situation Analysis Marketing Objective Marketing Strategy
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Advertising Communication Model 10-17-07 - Advertising...

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