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outline - Logan Roach 4th Companies must establish a...

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Logan Roach 4 th Companies must establish a marketing plan before that do anything else. The top down marketing plan defines the market need and the company’s sales objectives and details strategies for attaining those objectives. Marketing plans result from a marketing situation analysis. Goals and objectives are necessary in a plan. The elements of the creative mix are the product concept, target audience, advertising message, and communications media. A target audience is necessary. The target audience isn’t necessarily the product’s consumers. The target audience is determined by market researchers. They target audience is determined by market researchers. They examine what people buy and watch, etc. Distribution objectives define where, when, and how often advertising should appear. Reach is the total number of different people or households exposed to an ad at least once during a certain time period.
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