| Marketing Communications are "all strategies, tactics, | | | | evaluationReferencesFill C (1999) Marketing |
| and activities involved in getting the desired marketing | | | | Communications, 2nd Edition, Prentice Hall Europe |
| messages to intended target markets, regardless of | | | | Yeshin T, (1999) Integrated Marketing Communications, |
| the media used" (MarcommWise, 2006). Tony Yeshin | | | | The chartered institute of marketing, Butterworth |
| (1999) defines marketing communications as "the | | | | Heinemann, Oxford |
| process by which a marketer develops and presents | | | | find below links to excellent Marketing |
| stimuli to a defined target audience with a purpose of | | | | Communications Plans: |
| eliciting a desired set of responses" (Yeshin, 1999). | | | | C/M/315. INTEGRATED MARKETING |
| Marketing communications are: adverting, sales | | | | COMMUNICATIONS PLAN FOR ROYAL |
| promotions, personal selling, PR and direct and | | | | CARIBBEAN CRUISES LTD |
| interactive marketing (Fill, 1999). | | | | S/M/162. Marketing communication plan: Philips SatinIce |
| Consequently Marketing Communications Plan is the | | | | UK, and current marketing communications strategy |
| marketing plan which promotional plan incorporates | | | | analysis |
| two or more integrated marketing communications | | | | S/M/158. Marketing Communication Plan for British |
| mediums aiming to reiterate the same goals and | | | | Airways |
| objectives. Marketing Communications Plans are | | | | S/M/158. Marketing Communication Plan for British |
| considered by many professionals as an excellent | | | | Airways |
| way to effectively communicate with target audience. | | | | E/M/14. Marketing Communications Plan for Pizza Hut |
| Marketing Communications Plans are generally based | | | | C/M/180. Internet music search engine Promotion |
| on two different frameworks: Marketing | | | | Campaign |
| Communications Planning Framework and SOSTAC | | | | C/M/171. Analysis of the 50+ customer group for |
| (Fill, 1999).Marketing Communications Plans consist of | | | | M&S and brief outline of a promotional campaign |
| the following vital elements: | | | | P/M/311. Marketing communication Plan for Direct |
| Context analysis | | | | Lines the breakdown service |
| Promotional objectives | | | | S/M/77. Project Management for Marketing |
| Marketing communications strategy | | | | Communications Campaign |
| Promotional mix (methods and tools) | | | | P/M/289. Marketing Communications Plan for ROYAL |
| Budget schedule | | | | DUTCH/ SHELL |
| Evaluation and control (Fill, 1999).When writing | | | | S/M/69. Marketing Communications Plan for British |
| marketing communications plan it is important to: | | | | Airways (BA) |
| 1. Set corporate, marketing and marketing | | | | P/M/269. Marketing Communications Plan for Shell |
| communications objectives, which would support and | | | | P/M/262. Marketing Communications Plan for North |
| integrate with each other. | | | | West Valley Sailing Club |
| 2. Develop segmentation, targeting and positioning | | | | C/M/117. Marketing Communications Plan for Hugo |
| strategies | | | | Boss |
| 3. Develop creative message with which Marketing | | | | P/M/252. Marketing Communications Plan for the |
| Communications Plan with communicate with target | | | | Introduction of New Product: Smoothie |
| audience | | | | P/M/139. Marketing Communications Plan for |
| 4. Select and justify one or combination of marketing | | | | Haagen-Dazs |
| strategies (push, pull or profile) | | | | P/M/130. Marketing Communications Plan for the new |
| 5. Develop well-rounded and creative set of | | | | degree programme |
| promotional mediums and allocate appropriate budget | | | | P/M/133. Marketing Communications Plan for Marks |
| for each medium. | | | | and Spencer |
| 6. Create contingency planning strategy (in case | | | | P/M/134. Analysis and development of Marketing |
| something goes wrong) | | | | Communications Plan for Adidas (US) |
| 7. Set strict set of evaluation and control mediums | | | | Rights Reserved. |
| which would include milestones and continuous | | | | |