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【文章內(nèi)容簡介】 ke the Difference Lever’s Core Consumers People Profit 163。 70% 45% 15% 19% 66% 15% Sales 163。 52% 48% Heavy Light Non Understand the Target better ? Go beyond demographics ? Consumer Panel ? Brand Health Monitor (Brandz) ? 3D ? TGI/Media Index ? Tracking ? Proprietary research ? Anything else? (ii) Set Measurable Objectives Objectives A Clear Sequence of Influences Marketing Activity Governed by the Business Objectives Measurable 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 (海量營銷管理培訓(xùn)資料下載 ) PUTTING INTO PRACTICE The is
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