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Promotion --communication (objective (affective (improve brand image,…
Promotion --communication
situation analysis
product
B2B (personal selling) B2C product (advertise)
product lifestyle stage
marketing objective, communication change as product move through each stage(introduction, growth, mature, decline)
environment
social and culture
legal and regulatory
target
stratey
push
concentrate communication immediately below channel, flow down
pull
manufacture direct communication with consumer, bottom up
buyer readiness
strong theory (AIDA mode)
shopping/specialty goods
weak theory
fmcg goods, convenience goods
B2B or B2C
objective
affective
improve brand image
improve brand preference
behaviour
increase trail purchase
increase repurchase rate
cognitive
clarify customer need
increase brand awareness
corporate
improve financial position
enhance reputation
strategy
design message content, structure, format
eg money off promotion, stimulate short-term sale
Budgeting
judgemental
affordable method
maximum allowable
percentage of past sales
has industrial norm (pharmaceutical industry, 10-20%)
arbitrary budget
think money always spend in the bast
percentage of future sale
data-based
competitive parity
match or exceed competitor spend
objective and task budgeting
define communication objective first
new product need substancial investment
risk of ambition overtake common sense