Marketing Communication Planning Process
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The document outlines the marketing communication planning process including situational analysis, objectives such as brand awareness, budgeting strategies, and the development of a marketing communication program. It discusses the selection of a marketing communication mix and creative strategy as well as media decisions. Additionally, it highlights the evaluation and control of marketing communication programs through audits to assess effectiveness.
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Marketing Communication Planning Process
- 1. BALRAM CHAUDHARY BIKANER Marketing Communication Planning Process INTIGRATED MARKETING COMMUNICATION
- 3. SITUATIONAL ANALYSIS COMETITION MARKET ANALYSIS CUSTOMER ANALYSIS POSIOTIONING ANALYSIS
- 4. MARKETING COMMUNICATION OBJECTIVE Creating Brand Awareness And Building Brans Equity Providing Information Increasing Sales Differentiating The Brand Influencing Customer Behavior
- 5. Budgeting Maximum utilization of funds Allocating budget as per the need For making brand awareness fund will be higher For changing the brand image budget may be lesser
- 6. DEVELOPING A MARKETING COMMUNICATION PROGRAM Which strategy to adopt- pull or push Then Selection of marketing communication mix Advertising, Sales Promotion, PR, Direct Marketing, and Personal Selling Creative Strategy Message Content –Rational, Emotional and Moral Message Structure– Conclusion, the argument type and order of the argument. Message Format– color, music, time etc. Media Decisions
- 7. Evaluation and control of marketing communication program This can be done by the marketing communication audit. The MC audit answers issues like What programs are being carried out by the company? How they are being carried out? How effective these programs are?
- 8. Communication audit consists of- Planning and design Research and measurement Analysis and Reporting
- 9. THANK YOU