Title: marketing communication

Essay Details

Subject: Business
Author:
Date: March 9, 2014
Level: University
Grade: A
Length: 4 / 908
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Build effectiveness by thoroughly understanding your: * Target audience profiles Who are your existing and potential customers? What is the best way to communicate with them? * Buying, selling, and communications processes How do your customers prefer to buy? How are you set up to sell? What communications best facilitate buying and selling? Armed with a solid understanding of the terrain, you then need to make a number of decisions: * Objectives What do you want to happen as a result of your marcom activities? What customer behaviors do you hope to inspire? * Messages What do you want customers to know? * Vehicles Which communication vehicles best convey your messages? * Budget and schedule How much do these vehicles cost to develop? What is your budget? When should the vehicles be released? You also need to decide the scope of the plan...

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Marcom plans can be focused at the product level, the product line level, or the company level (for example, company or brand image) — or any combination of the three. The higher the focus, the less specific the elements of the plan. See the following table for more detail. Focus of the marcom plan Target audience profiling Know your customer applies to virtually every marketing activity, and it's doubly true for marcom planning...

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