Outline an advertising plan for one of the following topics in context of a communications campaign and discuss the issues
Advertising is an important dimension of marketing communications. As with other aspects of marketing communications, it is dependent on a thorough understanding of a whole range of issues:
The marketing / communications environment,
Target markets / audiences,
The setting of objectives (marketing & communications),
Consumer behaviour / organisational buying behaviour,
How the target audiences communicate and process information and make their decisions
The communications mix
What are appropriate messages and why?
Reasons for media selection and evaluation of a campaign.
You should consider how exactly the above issues might affect the various aspects of a Marketing Communications campaign in general, and an advertising campaign in particular from planning, through media selection, to implementation and evaluation.
Task
Outline an advertising plan for one of the following topics, in the context of a communications campaign and discuss the issues outlined above for:
EITHER
an advertising campaign to market Amazons Kindle e-reader which was launched in the UK in October 2011.
OR
an advertising campaign by Tesco to support its move to everyday low prices.
The marketing / communications environment,
Target markets / audiences,
The setting of objectives (marketing & communications),
Consumer behaviour / organisational buying behaviour,
How the target audiences communicate and process information and make their decisions
The communications mix
What are appropriate messages and why?
Reasons for media selection and evaluation of a campaign.
You should consider how exactly the above issues might affect the various aspects of a Marketing Communications campaign in general, and an advertising campaign in particular from planning, through media selection, to implementation and evaluation.
Task
Outline an advertising plan for one of the following topics, in the context of a communications campaign and discuss the issues outlined above for:
EITHER
an advertising campaign to market Amazons Kindle e-reader which was launched in the UK in October 2011.
OR
an advertising campaign by Tesco to support its move to everyday low prices.
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