PBL 8 (1.4.)

PROBLEM
How to use data in media planning?

Learning objectives

1. Characteristics of media (types of media)

According to e Notes MBA there are two types of media: mass media and interpersonal media. From the picture below you can see all the forms of mass media (outside is not included).

Source: http://www.e-prest.com/english/pr/features.html

2. What is media planning?

According to e Notes MBA media planning "is the process of designing a strategic course of action that shows how advertising space and time can be used to present the message in order to achieve the advertiser's goal."

Source: http://armdigital.in/site/wp-content/uploads/2013/09/media-planning.png

Sources:
http://www.enotesmba.com/2012/07/mba-notes-media-characteristics.html

PBL 7 (18.3.)

PROBLEM
The process of creating a marketing communication plan

Learning objectives

1. What is a marketing communication plan?

According to Business Dictionary, marketing communications are "coordinated promotional messages delivered through one or more channels such as print, radio, television, direct mail and personal selling."

According to MaRs marketing communications are "fundamental part of a company's efforts. Loosely defined, MarCom can be described as all the messages and media you deploy to communicate with the market."

2. Different models for creating a communication plan?

The AIDA model - AIDA stands for Attention, Interest, Desire and Action. It describes a common list of events that occur when a customer sees an advertisement. 

A - attention, awareness and the ability to attract the attention of customers

I - interest and points the ability to raise the interest of the customers by focusing on and demonstrating advantages and benefits

D - desire. The ad convinces the customers that they want the product and it will satisfy their needs

A - action which leads the customers to actually purchase the product

Source: http://chri5d39.mmd.eal.dk/img/aida.jpg

DRIP model - differentiace, reinforce, inform, persuade

Source: http://www.digital-marketing-university.com/getattachment/77af4b60-2061-4fb7-b295-c5ac904bfefc/drip.jpg.aspx

• The process of creating a marketing communication plan

Marketing communications plan framework

Source: http://upload.wikimedia.org/wikipedia/en/0/07/Marketing-communications-planning-framework.gif

7 Steps to Develop an Effective Marketing Communications Strategy

1. The Better you know your audience, the better you can appeal to their interests

2. Uncover your unique selling proposition

3. Sharpen your brand look and feel

4. Ensure that all messaging is consistent

5. Choose your marketing mix

6. Establish MarCom success measurements

7. Manage leads and client data

Sources: 

http://www.businessdictionary.com/definition/marketing-communications.html

http://www.marsdd.com/mars-library/what-is-marketing-communication-marcom/

https://www.boundless.com/marketing/textbooks/boundless-marketing-textbook/integrated-marketing-communication-12/introduction-to-integrated-marketing-communications-81/aida-model-406-4060/

http://www.mbaskool.com/business-articles/marketing/8956-drip-the-marketing-communication-model.html

http://www.6pmarketing.com/articles/branding-science/72-marketing-strategy/359-7-steps-to-develop-an-effective-marketing-communications-strategy

PBL 6 (11.3.)

PROBLEM
How to create a brand strategy?

Learning objectives

1. Brand strategy

• What is a brand strategy?

According to Business Dictionary brand strategy is a long-term marketing support for a brand, based on the definition of the characteristics of the target consumers. It includes understanding of their preferences and expectations from the brand.

2. Brand portfolio

According to Kapferer companies can also expand by creating new brands to the side of existing ones.

He also states that the benefits of having a small brand portfolio is that it is easier to promote only a few products, especially in the retail market. As the distribution trade and industrial production have also become more concentrated, it makes sense to have small brand portfolios. Consumers also become confused by the growing number of brands. Brand internationalisation has become more common but not all brands are suitable for international markets.

However Kapferer also states that it is logical to have a multi-brand portfolio as a consequence of a differentiation strategy. Market growth might make it necessary to have multiple brands as no single brand can develop a market on its own. Multiple brands allow for best market coverage.

According to Business Dictionary brand portfolio is the total collection of trademarks that a company applies to its products or services. Each make of brand within a business' brand portfolio might be registered under applicable trademark laws and can represent a valuable asset to a company that is often actively promoted to potential customers.

Source: https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhCTQyiBu3Ne_SJLH3QqPeSGAO2UonCG6JRffVTkRdParuFb3x5e6_-FC1D9yZKNJXbNDgmdWUTdNiML92b7ADIYbtsAGtQS2A1_WfiDTJ0SSVrlbRv_ZriAUl6_ueZ5LS7Cqb5bYkIsBKC/s1600/hugo+boss.PNG

Source: http://www.brandingstrategyinsider.com/images/old/6a00d83451b74a69e2017d3c0c3738970c-pi.jpg

Source: http://www.activistebrands.com/assets/_resampled/resizedimage500211-brand-architecture-01.jpg

Sources:
http://www.businessdictionary.com/definition/brand-strategy.html
http://www.businessdictionary.com/definition/brand-portfolio.html
Kapferer, J.N. 2008. The New Strategic Brand Management: Creating and Sustaining Brand Equiti Long Term. Kogan Page. 4th Edition.