Marketing communication plan



Compare different marketing communication planning models: what are the stages?

What is a marketing communication plan and what is the objective of it?

“A marketing communication plan is a plan to communicate your marketing messages to your target customer audience.”
Marketing communication plan’s objectives are long-term goals and marketing campaigns are intended to raise the value of your brand in some period of time.

How many models are existing and what are the different steps for every of them?

The PASTA model
Problem definition - Which goal does the client want to achieve?
Analysis - analysis of the market and the environment
Strategy - the development of a strategy or concept
Target Group
Objectives
Positioning
Proposition
Tactics - what communication tools are used to achieve the goal
Action - creating a schedule, determining a budget and designating people

DRIP Model
Differentiate - where the product is positioned in the market
Reinforce - demonstrating why your product is unique
Inform - make people aware of your brand
Persuade - encourage customers for further positive purchase-related behaviour

AIDA model
Awareness - creating brand awareness
Interest – creating interest in the benefits of your product
Desire - showing your brand personality and uniqueness
Action - make the buyer to interact with your company and do something such as visiting a website or reading a leaflet

SOSTAC model
Situation Analysis - performing an analysis
Objectives - determining objectives and targeting a group
Strategy - determining direction
Tactics - setting a budget
Actions - determining the implementation
Control – establishing control

Can you give pros and cons of each models?

All models mentioned above answer the same questions but not all of them can be implemented to the strategy. It totally depends on the company. For example, SOSTAC can be used in strategic planning but not in an operational plan. The advantage of the AIDA model is that a company can sort all current marketing activities to see if everything is covered, and can anything be improved if needed.

Discuss the different stages of the marketing communication planning process

What are the different elements and steps to create a marketing communication plan?

There are six steps in the IMC planning process
Step 1: Know your target audience recognition of target audience
Step 2: Develop a situation analysis SWOT analysis helps to see the insight of internal and external conditions
Step 3: Determining marketing communication objectives what the company wants to achieve
Step 4: Determining your budget budget should be determined realistically. Once it’s made, it’s easier to understand what marketing tools and channels you can choose.
Step 5: Strategies and tactics it’s the ideas on how you will achieve set objectives
Step 6: Evaluation and measurement evaluation of effectiveness helps to understand is the company successful or not and if it’s not, then what should be improved.

What are the characteristics of a successful marketing communication plan or a campaign?

Focus on Goals All projects and tasks should be related to the goals. Achieving goals means getting a success.
Budget Budget should be realistic. It will help you determine which tools, resources and actions are possible and what should be avoid sue to the financial limits.
Strategy All marketing and communications plans must have a specific strategy or concept. Good strategy is the biggest part of success.

Discuss the marketing communication planning of a chosen company.

Coca-Cola is very successful compared to its competitors – its share on the market is 17%.
Target audience is all people in all cultures, of all age groups and socio economic statuses;
It uses a huge amount of marketing tools and channels - billboards, advertisements shown on TV, sponsorship of sporting events such as FIFA World cup, Olympics, and famous TV shows such as American Idol, Facebook and YouTube;
It focuses on the idea of a drink that refreshes a person and provides happiness;
It has a great concept of happy people, of different cultures and ethnic background, different age groups, genders and income groups;
It’s very consistent - the consumer of coke has been linked with the feeling of happiness.



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