Summary
Summary Hello Marketing Communications chapter 5
- Course
- Institution
- Book
This is a summary of Chapter 5 of the book "Hello Marketing Communications" by Chris Fill and Sarah Turnbull.
[Show more]
Connected book
Book Title:
Author(s):
- Edition:
- ISBN:
- Edition:
More summaries for
-
Hello Marketing Communications Chapter 10
-
Marketing Communications Chapter 1
2 reviews
By: ingedemarie • 5 year ago
By: caruanapetra • 7 year ago
Seller
Followtvdxelise
Reviews received
Content preview
Marketing CommunicationsChapter 5 – Marketing Communications: Strategy and Planning
Case – The London Olympics – a strategic success
Page 150-151
Introduction
Strategy can be considered in various ways and at different levels, however, it is useful to
appreciate the dimensions of the concept. It encompasses the design, implementation and
evaluation of a course of action which leads to the satisfaction or achievement of previously set
objectives (strategy, objectives, tactics and implementation).
Marketing communications strategies
The approach to MC strategy has been founded upon the configuration of the promotional mix.
The inside-out approach is resource-driven: a production rather than a market orientation.
Market orientation to strategy requires a consideration of the needs of the audience, then
determination of the messages, media and disciplines necessary. Many organisations do not
develop and implement a communications strategy or IMC, but not always communications
strategies.
Little agreement on what constitutes corporate communications and market communications
strategies: different interpretations as:
Position
Audience
Platform
Configuration/pattern
These are not to be considered discrete or exclusive, they can be observed within the others.
MC strategy interpretation 1: Positioning strategies
Prescribed and measurable goals. Three main activities (STP):
Segmentation:
Context within which strategic business units and products are offered. The division of a mass
market into identifiable and distinct groups, with common characteristics and needs and
displays responses to marketing actions. A company with limited resources needs to pick only
the best opportunities to pursue. A product is unlikely to meet the needs of all customers in a
mass market.
Target market selection:
Target markets represent the best marketing potential and require that resources are
concentrated on these markets. The characteristics should shape an audience-centered MC
strategy. Consider the audience on an emotional journey with four states:
The actual self: Who where are on a day-to-day basis.
Worry state
Fantasy state
Idealized self: The person we would like to be/strive to become.
The benefits of buying summaries with Stuvia:
Guaranteed quality through customer reviews
Stuvia customers have reviewed more than 700,000 summaries. This how you know that you are buying the best documents.
Quick and easy check-out
You can quickly pay through credit card or Stuvia-credit for the summaries. There is no membership needed.
Focus on what matters
Your fellow students write the study notes themselves, which is why the documents are always reliable and up-to-date. This ensures you quickly get to the core!
Frequently asked questions
What do I get when I buy this document?
You get a PDF, available immediately after your purchase. The purchased document is accessible anytime, anywhere and indefinitely through your profile.
Satisfaction guarantee: how does it work?
Our satisfaction guarantee ensures that you always find a study document that suits you well. You fill out a form, and our customer service team takes care of the rest.
Who am I buying these notes from?
Stuvia is a marketplace, so you are not buying this document from us, but from seller tvdxelise. Stuvia facilitates payment to the seller.
Will I be stuck with a subscription?
No, you only buy these notes for $3.18. You're not tied to anything after your purchase.
Can Stuvia be trusted?
4.6 stars on Google & Trustpilot (+1000 reviews)
59063 documents were sold in the last 30 days
Founded in 2010, the go-to place to buy study notes for 15 years now