How to Write Marketing Communications Plans

Marketing Communications are “all strategies, tactics, and activities involved in getting the desired marketing messages to intended target markets, regardless of the media used” (MarcommWise, 2006). Tony Yeshin (1999) defines marketing communications as “the process by which a marketer develops and presents stimuli to a defined target audience with a purpose of eliciting a desired set of responses” (Yeshin, 1999). Marketing communications are: adverting, sales promotions, personal selling, PR and direct and interactive marketing (Fill, 1999).
Consequently Marketing Communications Plan is the marketing plan which promotional plan incorporates two or more integrated marketing communications mediums aiming to reiterate the same goals and objectives. Marketing Communications Plans are considered by many professionals as an excellent way to effectively communicate with target audience.
Marketing Communications Plans are generally based on two different frameworks: Marketing Communications Planning Framework and SOSTAC (Fill, 1999).Marketing Communications Plans consist of the following vital elements:Context analysisPromotional objectivesMarketing communications strategyPromotional mix (methods and tools)Budget scheduleEvaluation and control (Fill, 1999).When writing marketing communications plan it is important to:1. Set corporate, marketing and marketing communications objectives, which would support and integrate with each other.2. Develop segmentation, targeting and positioning strategies3. Develop creative message with which Marketing Communications Plan with communicate with target audience4. Select and justify one or combination of marketing strategies (push, pull or profile)5. Develop well-rounded and creative set of promotional mediums and allocate appropriate budget for each medium.6. Create contingency planning strategy (in case something goes wrong)7. Set strict set of evaluation and control mediums which would include milestones and continuous evaluationReferencesFill C (1999) Marketing Communications, 2nd Edition, Prentice Hall Europe
Yeshin T, (1999) Integrated Marketing Communications, The chartered institute of marketing, Butterworth Heinemann, Oxford find below links to excellent Marketing Communications Plans:C/M/315. INTEGRATED MARKETING COMMUNICATIONS PLAN FOR ROYAL CARIBBEAN CRUISES LTDS/M/162. Marketing communication plan: Philips SatinIce UK, and current marketing communications strategy analysisS/M/158. Marketing Communication Plan for British AirwaysS/M/158. Marketing Communication Plan for British AirwaysE/M/14. Marketing Communications Plan for Pizza HutC/M/180. Internet music search engine Promotion CampaignC/M/171. Analysis of the 50+ customer group for M&S and brief outline of a promotional campaignP/M/311. Marketing communication Plan for Direct Lines the breakdown serviceS/M/77. Project Management for Marketing Communications CampaignP/M/289. Marketing Communications Plan for ROYAL DUTCH/ SHELLS/M/69. Marketing Communications Plan for British Airways (BA)P/M/269. Marketing Communications Plan for ShellP/M/262. Marketing Communications Plan for North West Valley Sailing ClubC/M/117. Marketing Communications Plan for Hugo BossP/M/252. Marketing Communications Plan for the Introduction of New Product: SmoothieP/M/139. Marketing Communications Plan for Haagen-DazsP/M/130. Marketing Communications Plan for the new degree programmeP/M/133. Marketing Communications Plan for Marks and SpencerP/M/134. Analysis and development of Marketing Communications Plan for Adidas (US)

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