Comstrat 380 1nd Edition Lecture 11 Outline of Last Lecture I. Marketing CommunicationII. Meaning of TermsIII. ObjectivesIV. Campaign strategies and movementV. PositioningVI. The Marketing planVII. The advertising or IMC planVIII. What’s in a campaign plan?IX. Campaign objectivesOutline of Current Lecture I. Measurable objectivesII. Five requirementsIII. Typical campaign plan outlineIV. RepositioningV. Situation analysisCurrent LectureI. Measurable objectivesa. Every campaign is guided by specific, clear, and measurable objectivesb. Advertisers need to know whether the campaign or advertising is effectivec. Benchmarking: a similar product or prior brand campaign is used to predict a logical goalII. Five RequirementsThese notes represent a detailed interpretation of the professor’s lecture. GradeBuddy is best used as a supplement to your own notes, not as a substitute.a. A specific effect that can be measuredb. A time framec. A baseline (starting point)d. The goal (a realistic estimate of change to be created)e. Percentage change (subtract the baseline from the goal; divide the difference by the baselineIII. Typical campaign plan outlinea. Situation analysisb. Key strategic campaign decisionsc. Media strategy (or points of contact in an IMC plan)d. Message strategye. Other Marcom tools used in supportf. Campaign management IV. Repositioninga. Repositioning can only work if the new position is related to the brand’s core conceptb. The old Old Spicec. Advertising shapes the positiond. The position is anchored in the target audience’s minds by their personal experiencede. The role of the brand communication strategy is to relate the product’s new position to the target market life experience and associations V. Situation Analysisa. SWOT analysisi. Finding ways to leverage the strengths and opportunities, address the weaknesses and threats1. Strengths: positive traits, conditions, and good situations2. Weaknesses: traits, conditions, situations perceived as negative3. Opportunities: areas in which the company could develop and advantage over its competition4. Threats: a trend or development in the environment that will erode business unless the company takes
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