Strategic Planning Advertising or IMC Plan Campaign Notes
Advertising or IMC plan also includes objectives, strategies, and tactics (like business
and marketing plan).
The focus is on the communication program supporting a brand.
A Campaign Plan
Steps in Developing Effective Communication in Design Communication Notes
1. Choosing Media
a. Personal Communication Channels
b. Nonpersonal Communication Channels
2. Selecting the Message Source
3. Collecting Feedback
Selecting the Message Source
IMC Campaign rough draft Notes
Know the tools of the marketing communications mix.
Understand the process and advantages of integrated marketing communications.
Learn the steps in developing effective marketing communications program.
Understand methods f
Information and Communication Technologies Notes
People often use the terms information and communication together.
These terms are related, but each means something different.
Two words you need to know to understand communication technology are data and
Intro to IMC planning Notes
Integrated Marketing Communications (IMC) planning is similar to advertising planning
but is broader in scope and involves more marketing communication areas.
The objective is to most effectively use all marketing communication
Communication Design steps Notes
Communication is designed to impact someone.
The communication can meet one or more of three basic goals:
1. Inform by providing information about people, events, or relationships.
a.i. We read books, magazines, and newspa
Communication technology equipment Notes
So far, we have discussed people directly communicating with other people.
This is face-to-face communication.
People show pictures and symbols, or they use formal language.
These are common types of communication,
Intro to Account Planning Notes
Account planning is the research and analysis process used to gain knowledge of the
consumer and uncover key consumer insights about how people relate to a brand or
An account planner is the agency person who uses
New system of Communications Notes
A new system of communication is rapidly changing how people gather and use
It is based on a key invention, the personal computer.
This new type of communication uses a network of computers to share informat
Advertising Principles and Practices Notes
What is the difference between objectives, strategies, and tactics in strategic
How is a campaign plan constructed, and what are its six basic sections?
What is account planning and how is it used in ad
Brand communication Strategy Notes
Campaign Plan: Positioning
Two factors used to locate the brand position:
Volvo = safety, Coke = authentic, Hallmark = quality,
Avis = underdog
Consumer decision factors
Features or attributes such
Elements in the Communication Process Notes
Key Factors in Good Communication
Sellers Need to Know What Audiences They Wish to Reach and Response
Sellers Must Develop Feedback Channels to Assess Audiences Response to
Sellers must be goo