PBL 6 Marketing Communication Plan
Compare different marketing communication planning models: what are the stages?
· AIDA model
Awareness is creating brand awareness or affiliation with your product or service. Interest means generating interest in the benefits of your product or service. Desire means showing your brand personality. Move the consumer from ‘liking’ it to ‘wanting it’. And finally Action means raise the engagement with customers, make phone calls, appointments with them, send emails, etc.
- Problem definition: There must be knowledge about the organization, product or service. But also knowledge about what the client is really asking for!
- Analysis: The second step is to analyze the market and the environment in which the organization or the product exists.
- Strategy: The development of a strategy or concept within an operational plan consists of four modules, which are interdependent. These building blocks are: target group, objectives, proposition, and positioning.
- Tactics: The next step is to determine which devices, tools, and techniques are to be used.
- Action: Once all the tools and resources have been established, the content for the tools is to be developed to actually carry out the messages
Source: ASTA. GoodToSEO 2017. URL: https://www.goodtoseo.com/marketing-communications-planning-using-the-pasta-model/. Accessed: 01 October 2018.
Highly successful marketing communications plans are always goal-oriented. These objectives may take the form of communication objectives or behavioral objectives. Communication objectives are concerned with influencing customer attitudes toward the product or to inform. Behavioral objective do exactly what they say on the tin, they seek to change customer behavior. These can be measured through market research or what I called “feedback” in the previous paragraph. Communication objectives can be analyzed by brand recognition, awareness, recall, attitudes, and knowledge. These may be difficult to pin down and may require a great deal of research. Thankfully, behavioral objectives are much easier to measure. These factors include repeat purchases, first-time purchases, market share, ROM, click-through rates, likes, shares, etc. These data are then fed back into the communication plan for further refinement.
Source: De Pelsmacker, P., Geuens, M. and Bergh, J. (2018). Marketing Communications: A European Perspective. 6th ed. Harlow: Pearson, pp.148-149.
Discuss the marketing communication planning of a chosen company.
The type of promotional strategy Adidas uses follows a pattern in which they advertise through high profile athletes who are sponsored by Adidas this helps them get their name out along with the unique, lightweight and comfortable products that Adidas brings to the table. Adidas communicates their marketing activities through a bunch of different ways, but the most productive ways The Adidas Group likes to use are, Advertising, Publicity and Sales Promotions. These 3 ways have been highly effective to Adidas and has brought them the success they have today. Adidas uses publicity because right about when they are going to launch a new product some information goes public so the media can spread the news that a certain products is coming and before it hits the shelves an athlete demonstrates the product attracting even more consumers generating a great deal of interest and then through advertising and sales promotion Adidas makes beneficial profits.
The Concept Adidas communicates through is channel which is radio, newspaper, and television also through mass communication which is a method of communication and sending your message to large audiences. Communicating isn't easy as 1 2 3 there is a process to effective communication and sending and receiving messages. Feedback is crucial for companies such as Adidas without feedback you cannot better your companies products, or services. Adidas communicates and uses the promotional mix effectively. Informing, Persuading, and Reminding are huge concepts in Adidas they have set a base around those categories in which they communicate and respond with.
Source: Ghauri/Mar100/123, J. Ch. 16 - Integrated Marketing Communications. Retrieved from http://ghauri123adidas.blogspot.com/2012/04/ch-16-integrated-marketing.html
Discuss the marketing communication planning of a chosen company.
The type of promotional strategy Adidas uses follows a pattern in which they advertise through high profile athletes who are sponsored by Adidas this helps them get their name out along with the unique, lightweight and comfortable products that Adidas brings to the table. Adidas communicates their marketing activities through a bunch of different ways, but the most productive ways The Adidas Group likes to use are, Advertising, Publicity and Sales Promotions. These 3 ways have been highly effective to Adidas and has brought them the success they have today. Adidas uses publicity because right about when they are going to launch a new product some information goes public so the media can spread the news that a certain products is coming and before it hits the shelves an athlete demonstrates the product attracting even more consumers generating a great deal of interest and then through advertising and sales promotion Adidas makes beneficial profits.
The Concept Adidas communicates through is channel which is radio, newspaper, and television also through mass communication which is a method of communication and sending your message to large audiences. Communicating isn't easy as 1 2 3 there is a process to effective communication and sending and receiving messages. Feedback is crucial for companies such as Adidas without feedback you cannot better your companies products, or services. Adidas communicates and uses the promotional mix effectively. Informing, Persuading, and Reminding are huge concepts in Adidas they have set a base around those categories in which they communicate and respond with.
Source: Ghauri/Mar100/123, J. Ch. 16 - Integrated Marketing Communications. Retrieved from http://ghauri123adidas.blogspot.com/2012/04/ch-16-integrated-marketing.html
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