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ID number:424752
 
Evaluation:
Published: 18.04.2008.
Language: English
Level: College/University
Literature: n/a
References: Not used
Table of contents
Nr. Chapter  Page.
  Promotional mix   
  Integrated marketing communications   
  SOSTAC APPROACH   
  Situational analysis   
  The analysis of product, company and the market   
  The target market analysis   
  Target market   
  Target audience   
  The environment analysis   
  Objectives   
  Marketing objectives   
  Communication objectives   
  Message   
  The Budget   
  The Media choice   
Extract

Integrated marketing communications is by bringing all communication activities (promo mix) together in a planed way in order to add value to the message being sent. It must create clarity, consistency and impact. It builds brand personality and communicates with customer the way marketer wants.

There are various ways of producing marketing communication plan such as ROBOSTIC 8 step plan, however,

For my assignment I will be applying SOSTAC approach in order to plan successful marketing communication campaign. SOSTAC stands for –

S – Situational analysis (where are we now)
O – Objectives (where do we want to go)
S – Strategy (how do we get there)
T – Tactics (the details of strategy)
A – Action (or implementation)
C – Control (evaluation, measurement) …

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