fall06_7 - Advertising Communications Model Advertising...

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1 1 Advertising Communications Model 2 Within Text of the Advertisement Literary form: 1. Autobiography 2. Narrative 3. Drama Message Source Sponsor Persona Author Advertising Communications Model Implied consumers Actual consumers Sponsorial consumers Feedback Consumers Noise External and internal 3 Advertising Planning and Strategy • Strategic planning – Begins at corporate level – Extends to the functional level – Ends with advertising 4 • Mission statement • Also uses a S.W.O.T analysis • Specific objectives and goals • Strategies and tactics for goal achievement The Business Plan 5 • Document that proposes strategies for using the marketing mix to achieve marketing objectives The Marketing Plan 6 The Marketing Plan • Assembles all pertinent facts about: – an organization – its markets – products and services – customers – competition • Specifies objectives , strategies and tactics
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2 7 Planning Approaches Integrated Marketing Communications Model Bottom- Up Model Top- Down Model 8 Top-Down Marketing Plan Situation Analysis Marketing Objectives Marketing Strategy Marketing Tactics 9 Top-Down Marketing Plan Situation Analysis • Internal Environment • External Environment 10 Situation Analysis Marketing Objectives ! Need-Satisfying Objectives ! Sales-Target Objectives ! Corporate Objectives ! Goals about a company’s profit, growth, ROI, or reputation Top-Down Marketing Plan 11 Situation Analysis Marketing Objectives Marketing Strategy Defines how a company plans on reaching its objectives Top-Down Marketing Plan
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This note was uploaded on 08/28/2009 for the course ADV 205 taught by Professor Bukovac during the Fall '08 term at Michigan State University.

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fall06_7 - Advertising Communications Model Advertising...

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