Marketing Studying guide

Marketing Studying - Marketing of Conferences/Events Study Guide Ch 1-6 Chapter 1 Marketing Communications Planning 1 Situation Analysis a

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Marketing of Conferences/Events Study Guide Ch. 1-6 Chapter 1 Marketing Communications Planning 1. Situation Analysis a. Understand Stakeholders, Competitors, Environment (political, social trends) 2. Objective Setting a. Communications objective a.i. not sales value, profit margins or market share a.ii. Brand awareness, response rates, attitude change, recommendations, etc. 3. Targeting 4. Positioning a. Image in mind of audience of the brand. 5. Method and Media Strategies a. Methods: Advertising, Sales Promotion, Personal Selling, PR 6. Budget a. “Objective-and-task” – If objectives are set that are realistic and achievable, finances should be made available to see them achieved. Written Communication plan -Objectives -Goals -Audience -Timetable, tools and budget -Evaluation Chapter 2 Identifying Stakeholders Stakeholders – People who are affected by an event’s existence.
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Primary Stakeholders – People without whose support the event would cease to exist. Ie. Employees, volunteers, sponsors, suppliers, spectators, attendees, participants.
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This note was uploaded on 03/22/2012 for the course MKTG TCHT1-DC.3 taught by Professor Carybroussard during the Spring '12 term at NYU.

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Marketing Studying - Marketing of Conferences/Events Study Guide Ch 1-6 Chapter 1 Marketing Communications Planning 1 Situation Analysis a

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