撰寫策略性營銷傳播策劃方案探析-資料下載頁
2025-04-26 06:40本頁面
【正文】 its time period量化目標闡述每一經量化的目標和其完成的時間期限Means of measuringHow will it be measured: survey, sales?衡量方式如何衡量是否已實現(xiàn)目標，市場調研或銷售額…？Frequency of measurement Quarterly, weekly, daily?衡量的頻率每季度，每周，每天？Accountabilitywho does it?誰負責做？How much does it cost to measure?花費多少，完成前述衡量工作Action Who needs to be alerted if significant variances are found?工作安排若出現(xiàn)較大差錯，誰負責糾正？ SOSTAC Stage 6: Control The 7Level 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?傳播目標是否與營銷目標和企業(yè)目標一致?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)務職能是否與營銷傳播目標配合默契,比如,卡車是否印有企業(yè)標志?財務發(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?)所采用的引導消費者的各類傳播工具是否貫穿每一步購買過程?消費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)意設計表現(xiàn)組合Is the logo, typeface, pantone colors used in a consistent manner?標志,字體,色標的運用是否保持一致?6External/internal creative departments內/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)和內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)術性研討周會?是否得出一致的策略簡報?7Financial integration財務的整合性考慮Is the budget being used in the most costeffective way? 預算和費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必需的關鍵資源每一戰(zhàn)術和具體行動內容均需資源,必需時刻注意是否有3M的保證Men人力Human resourceWho will do it?人力資源—誰去做?Notes:注釋:Money財力BudgetsHow much will it cost?預算—需花費多少成本?Notes:注釋:Minutes時間TimescalesWhen wills it happen?進度表—何時完成各項任務?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,其實你已經打好了營銷傳播策劃案的基礎SSituation/現(xiàn)狀Where are we now？/我們現(xiàn)在在哪里？OObjectives/目標Where do we want to be？/我們準備去哪里？SStrategy/策略How do we get there—broad steps？/我們如何到達那里主要的步驟是哪些？TTactics/戰(zhàn)術How do we get there—individual steps？/我們如何達到那里每一個詳細步驟是哪些？AAction/行動What are the specific actions required for each individual tactical step？How do we get people to do them？/每一個詳細的戰(zhàn)術步驟需要采取哪些具體行動？如何安排人力資源去完成任務？C Control/控制How do we know we have arrived？/我們如何知道是否已經到達目標？24 / 24
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