(competitive analysis, environmental analysis, data collection, positioning, research, financial analysis), and you should provide foundational direction for your marketing efforts in the year to come The plan should be written with focus, and should be created as a “living document” that will be referred to repeatedly over the following year Textbook Vs. Reality Chances are your organization has a preferred template – look to previous Annual Marketing Plans for ideas, formatting, structure, content Understand the true needs of the plan (activities planning, budgeting, etc.) Understand who your audience is, and understand what your audience needs from the plan Make it a living document Purpose of a Marketing Plan Road Map for the coming year
A well-written Annual marketing plan, written as a living document, can be your annual “action plan” pre-approved and calendarized Elements should be prioritized, assigned budget, and times according to peak seasons and goals Align Activities with Corporate Strategy Strategic plan has been approved by senior management Ensure marketing plan aligns with corporate strategy, goals, plans Details of your plan should support strategic plan – if they do not, you should have a really clear explanation for why you choose to proceed Forces Managers to Reviews Steps Forces marketing managers to review and think through objectively all steps in the marketing process Objectives should be aligned in writing with accountabilities, tied to departmental budgets, etc Accountability can be connected to timing Document provides a benchmark for performance Allows for focused strategic thinking Can calendarize necessary annual data collection requirements like environmental analysis Assis with the Budgeting Process Marketing plans as sometimes (not always) driven entirely by budget Allow flexibility that aligns expenditure with income – plan for contingencies if revenue targets are not being met Establish Processes and Benchmarks to Measure Results It is helpful, as part of the planning process, to define processes required to achieve goals, and acknowledge benchmarks to measure success Defines informational requirements that can be planned and budgeted for – particularly if timing will support other initiatives Week 4: Marketing Communications Advertising Planning: Creative Communications Essentials Noise Examples Message not in line with customer attitudes Message did not reach intended target with desired frequency
Competition’s message more convincing Competition spent more and had higher share of mind New competitors invested heavily in advertising DAGMAR Defining advertising goals for measured advertising response (DAGMAR) An advertising goal is specific communication task to be accomplished among defined audience to a given period - Measurable - Benchmarks The ACCA Model Awareness Comprehension Conviction Action The FCB Grid The Marketing Communications Planning Process Advertising Planning – Creative
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