COM CM 317 Lecture Notes - Lecture 10: Jetblue, Competitive Advantage, Swot Analysis

• School: Boston University
• Department: Mass Communication, Advertising & Public Relations
• Course: COM CM 317
• Professor: Carolyn Clark

Document Summary

02/23-25 chapter 7 marketing, advertising, and imc planning. Strategic planning advertising strategy advertising tactics products, functional level planning marketing plan marketing. Corporate plan corporate strategy corporate tactics strategy marketing tactics advertising plan : marketing plan: Assembles relevant facts about the organization, its and customers, services, markets, competition. Forces all department to focus on the customer. Research and review the state of the business that is relevant to the brand. Gather all pertinent information: reviewing the marketing plan. Information from the situation analysis should be organized into a swot analysis: setting advertising objectives. Tasks to be taken on by advertising is determined. Advertising objectives should be specific, realistic, and measurable. Creative strategy: serves as the creative team"s guide for writing and producing an ad. Media strategy: helps media planners determine how messages will be delivered to consumers: campaign plan strategic decisions: Targeting: getting inside the heads and hearts of the audience to find out what kind of message will motivate them.