撰寫策略性營銷傳播策劃方案探析-全文預(yù)覽
【正文】 Level Integration ChecklistSOSTAC 步驟6：控制 七層整合性控制檢核表Type of integration整合類型Check控制檢核Yes/No是/否How do you ensure integration?What action do you need to take? 如何確保整合性？你準(zhǔn)備采取何種措施？1Vertical integration縱向整合性Do the munications objectives fit with the marketing objectives and the over all corporate objective?傳播目標(biāo)是否與營銷目標(biāo)和企業(yè)目標(biāo)一致?2Horizontal/functional mix橫向/功能性組合Do different departments and business functions incorporate marketing munications, eg trucks with logos? Finance invoices with messages? Etc.各部門和業(yè)務(wù)職能是否與營銷傳播目標(biāo)配合默契,比如,卡車是否印有企業(yè)標(biāo)志?財(cái)務(wù)發(fā)票是否有視覺系統(tǒng)要求的信息?等等3Marketing mix營銷工具運(yùn)用組合Is the marketing mix consistent with required messages, eg low price versus top quality image?4Communications mix傳播工具運(yùn)用組合 Are all the munications tools being used to guide the buyer through each stage of the buying process? Do they all give the same over all messages (eg consistent positioning?)所采用的引導(dǎo)消費(fèi)者的各類傳播工具是否貫穿每一步購買過程?消費(fèi)者是否接受到全面一致的信息(如,一致的定位信息?)5Creative design mix 創(chuàng)意設(shè)計(jì)表現(xiàn)組合Is the logo, typeface, pantone colors used in a consistent manner?標(biāo)志,字體,色標(biāo)的運(yùn)用是否保持一致?6External/internal creative departments內(nèi)/外部各創(chuàng)意部門Do all the external agencies (advertising, direct mail, PR) and all internal departments meet and plan together? Run monthly strategic and weekly tactical meetings? Attend the same briefings?所有的外協(xié)單位(廣告,直郵,公關(guān))和內(nèi)部各部門是否在一起開會討論,策劃?是否舉行策略性研討月會和戰(zhàn)術(shù)性研討周會?是否得出一致的策略簡報(bào)?7Financial integration財(cái)務(wù)的整合性考慮Is the budget being used in the most costeffective way? 預(yù)算和費(fèi)用是否使用得最合理,有效? SOSTAC Stage 6: Control The 3M Resource CheckSOSTAC 步驟6: 控制 3M資源檢核表SOSTAC+3MsThe Key Resources RequiredEach tactic and action requires resources. Always check to see if the 3Ms are available.SOSTAC+3Ms必需的關(guān)鍵資源每一戰(zhàn)術(shù)和具體行動(dòng)內(nèi)容均需資源,必需時(shí)刻注意是否有3M的保證Men人力Human resourceWho will do it?人力資源—誰去做?Notes:注釋:Money財(cái)力BudgetsHow much will it cost?預(yù)算—需花費(fèi)多少成本?Notes:注釋:Minutes時(shí)間TimescalesWhen wills it happen?進(jìn)度表—何時(shí)完成各項(xiàng)任務(wù)?Notes:注釋:Other resources required, eg database software其他必需的資源,比如數(shù)據(jù)庫資料 SOSTAC PLANNING SYSTEM / 運(yùn)用SOSOTAC系統(tǒng)撰寫策略性營銷傳播策劃方案Stage/步驟祝賀你勝利到達(dá)Having answered the questions below you have now created the foundation for a marketing munication plan.回答了下述問題之后,其實(shí)你已經(jīng)打好了營銷傳播策劃案的基礎(chǔ)SSituation/現(xiàn)狀Where are we now？/我們現(xiàn)在在哪里？OObjectives/目標(biāo)Where do we want to be？/我們準(zhǔn)備去哪里？SStrategy/策略How do we get there—broad steps？/我們?nèi)绾蔚竭_(dá)那里主要的步驟是哪些？TTactics/戰(zhàn)術(shù)How do we get there—individual steps？/我們?nèi)绾芜_(dá)到那里每一個(gè)詳細(xì)步驟是哪些？AAction/行動(dòng)What are the specific actions required for each individual tactical step？How do we get people to do them？/每一個(gè)詳細(xì)的戰(zhàn)術(shù)步驟需要采取哪些具體行動(dòng)？如何安排人力資源去完成任務(wù)？C Control/控制How do we know we have arrived？/我們?nèi)绾沃朗欠褚呀?jīng)到達(dá)目標(biāo)？24 / 24。Method Communications tools (eg adverts, sales promotion, exhibitions and salesforce, internet …)方法各類傳播工具的運(yùn)用（比如：廣告，促銷和個(gè)人銷售。123NB Remember strategy must fulfil a specific objective.When the strategic options have generated, use the checklist on the next page to rank them and choose..注釋：記住策略必須完成一個(gè)特定的目標(biāo)。Action 購買Repurchase, enquiries, trial purchase… 重復(fù)購買，詢問，試買SOSTAC Stage 2: Objectives Quantifying ObjectivesSOSTAC步驟2: 目標(biāo) 量化目標(biāo)
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