Campaign Management

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Campaign Management

Managing campaigns

Lecture number:
Lecture Note
Washington State University
Comstrat 380 - (ADVER) Advertising Principles and Practices

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Comstrat 380 1nd Edition Lecture 11 Outline of Last Lecture I. Marketing Communication II. Meaning of Terms III. Objectives IV. Campaign strategies and movement V. Positioning VI. The Marketing plan VII. The advertising or IMC plan VIII. What’s in a campaign plan? IX. Campaign objectives Outline of Current Lecture I. Measurable objectives II. Five requirements III. Typical campaign plan outline IV. Repositioning V. Situation analysis Current Lecture I. Measurable objectives a. Every campaign is guided by specific, clear, and measurable objectives b. Advertisers need to know whether the campaign or advertising is effective c. Benchmarking: a similar product or prior brand campaign is used to predict a logical goal II. Five Requirements These 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.

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