Marketing Agency
Public Relations LEARNING OBJECTIVES Explain public relations Public Relations: Getting Attention to Polish Your Image Public relations (PR) is the process of maintaining a favorable image and building beneficial relationships between an organization and the public communities,… Public Relations
Developing the Media Plan The media plan is a document that outlines the strategy and approach for an advertising campaign, or for the advertising component in an IMC campaign. The media plan is developed simultaneously… Developing the Media Plan
The Purpose of Advertising Advertising has three primary objectives: to inform, to persuade, and to remind. Informative Advertising creates awareness of brands, products, services, and ideas. It announces new products and programs and can educate people about the… The Purpose of Advertising
Advertising LEARNING OBJECTIVES Explain advertising Advertising: Pay to Play A 1900 advertisement for Pears soap. Advertising is any paid form of communication from an identified sponsor or source that draws attention to ideas, goods, services… Advertising
Introduction to Marketing Communication Methods What you’ll learn to do: describe common methods of marketing communication, their advantages and disadvantages A common challenge for people new to marketing is learning about the many marketing communication… Introduction to Marketing Communication Methods
Determine the Promotional Mix Once marketers have selected marketing communications methods, the next step is to decide which specific tools to employ, when, and how much. IMC programs are very powerful when they layer communication… Determine the Promotional & marketing Mix
Select Marketing Communication Methods As marketers consider marketing communication methods, several factors shape their choices: Budget: What is the budget for the marketing campaign, and what resources are available to execute it? A large budget can… Select Marketing Communication Methods
Define the Message With the marketing campaign’s objectives determined and goals defined, marketers can revisit and refine campaign messaging to fit the approach they have selected. Refer to the “Defining the Message” section of this… Define the Message
Set S.M.A.R.T. Goals After determining campaign objectives, marketers should set specific goals for their IMC programs using S.M.A.R.T. criteria aligned with the marketing strategy. S.M.A.R.T. is acronym organizations and managers use to set clear, measurable goals.… Set S.M.A.R.T. Goals
Engagement Strategies In the age of IMC, it is essential for marketers to think creatively about what they are trying to accomplish with target customers through the campaign. Beyond just “pushing” a product through channel partners… Engagement Strategies