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Marketing communication plan

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Marketing communication plan 1.   Compare different marketing communication planning models: what are the stages? https://www.smartinsights.com/managing-digital-marketing/planning-budgeting/marketing-cdommunications-planning-using-pasta-model/ SOSTAC is a planning model, originally developed in the 1990s to help with marketing planning by PR Smith, who is my co-author on Emarketing Excellence. SOSTAC® stands for: Situation  – where are we now? Objectives  – where do we want to be? Strategy  – how do we get there? Tactics  – how exactly do we get there? Action  – what is our plan? Control  – did we get there? This approach is used in creating an  Internet marketing planning template  and I've also used it in my books applying it to the core aspects of digital marketing. You can see it gives a logical order for tackling your plan (with iterations) and you should also use it to critically assess your processes. Ask, for example, what you may be weak at? Ask... Do we
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Integrated marketing comunications

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1. What is IMC and what does it mean for a company to follow IMC (is it a strategic or an operational tool)? Integrated advertising promotion and marketing communications Kenneth Clow, Donald Baack. Integrated marketing communications is the coordination and integration of all marketing communication tools, avenues, and sources in a company into a seamless program designed to maximize the impact on customers and other stakeholders.  The picture shows a traditional approach to promotion. A complete IMC plan reaches to every element of a marketing mix :product, price, place and promotions.  The foundation for IMC is a careful review for an existing companies image, the buyers to be served and the markets in which the buyers are located. Advertising programs are built on this foundation as are the other elements of the promotional mix.  steps of marketing plan Current situation analysis swot analysis  Marketing objectives target market marketing strategies marketing
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Brand Story

1    What is a brand story and what makes a good brand story? 1. Speak truthfully. Honesty and transparency are important in brand storytelling. Yes, you're crafting "stories," but they need to be rooted in the reality of your brand, products, and industry. In other words, even brand stories must adhere to the three primary steps of brand-building: consistency, persistence, and restraint. If your brand stories are inconsistent, they'll confuse consumers who will turn away from the brand in search of another that meets their expectations for it in every interaction. Be creative but don't stray too far from your brand promise. Confusion is the number one brand killer. 2. Infuse personalities into stories. Brand stories are not marketing materials. They are not ads, and they are not sales pitches. Brand stories should be told with the brand persona and the writer's personality at center stage. Boring stories won't attract and retain readers, but
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Brand Architecture

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Compare the brand strategies and architectures of different companies. How and why are they different?  The brand relationship spectrum: The key to the brand architecture challenge Aaker, David A   Joachimsthaler, Erich .  California Management Review ; Berkeley  Vol. 42, Iss. 4,   (Summer 2000): 8-23. Brand architecture is an organising structure of the brand portfolio that specifies brand roles and the nature of relationship between brands. “ The   house of  brands  strategy involves an independent set of stand-alone  brands , each maximizing  the  impact on a market. Procter & Gamble is a house of  brands  that operates over 80 major  brands , largely with little link to P&G or to each other. In doing so, P&G sacrifices  the  economies of scale and synergies that come with leveraging a  brand  across multiple businesses. In addition, those  brands  that cannot support investment themselves (especially  the  third or fourth P&G entry in a cate
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