傳播渠道計劃-全文預(yù)覽
【正文】 urable Marketing Objectives The desired marketplace effect of the Marketing Activity on the consumer Measurable Communication Objectives The desired effect of the munication on the consumers to achieve the Marketing Objective Measurable Objectives Must Be... Measurable Objectives Must Be... Measurable Objectives Must Be... Importance of BrandKey in Setting Objectives 8. Essence 3. Insight 1. Competitive Environment 2. Target Benefits Values Reasons to Believe Relationships: The Communications Objective Key Benefit Brand Awareness Communication Objective (1) Communication Objective (2) Repeat Purchase Peration+ (Trial) Marketing Activity Marketing Objective (1) Marketing Objective (2) Launch Repeat Purchase Maintenance Retrial Key Benefit Brand Values (iii) Select Communication Channels Go to one of the four phases Start ABACUS Phase 3: Prepare The Draft Plan Consolidate Phase 2 Remendations For Each Activity into Total Brand Plan and Adjust Draft Communication Plan Phase 4: Agree The Communication Plan Review Individual Channel Plan Proposals ( proposals) Adjust and Reassemble Plan Detailed Communication Plan Covering All Brand Activities PUTTING INTO PRACTICE The issues... A good process ? Theoretically, a very clear process ? Common sense ? Potential is very good ? However, operational issues... 1. The Software!!!!! ? Left to own devices ? No guidance on customisation ? UK Centric Lack of required data in Asia ? AIM replaced by ‘Old AIM’ ? Data requirements extensive ? MAC put on hold ? Abacus wait and see! 2. Post Training Support ? Global roll out in 3/4 weeks ? Clear procedure, but very rushed ? Asian ca
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