Communication Strategy

?
  • Created by: cxxtlxn
  • Created on: 14-01-18 19:30

Key Factor Analysis (KFA)

  • Success or  failure of Marketing Communications plan (Fill, 1995)

What is it? 

  • Focused analysis of company's current situation.
  • Concentrates on issues critical to developing appropriate communication. 
1 of 6

Client Brief / Perspective

Limitations of Client brief

  • Built on knowledge from client - limited & bias information. 

Perspective

  • Client knows their product offering well.
  • Understands their customer base.
  • Have a close eye on competition.
  • Are aware of main strengths & weaknesses. 
2 of 6

An Agency Needs To...

  • Understand the brief.
  • Find linkages within brief.
  • Look outside brief (rewrite it).
  • Prioritise aims.
  • Bring new insight.
3 of 6

Marketing Strategy

Buyer Info Processing 

Factors that influence internal info process. 

- Personality. - Learning. - Attitude. - Perception. -Environmental Influences.

Buyer Decision Making - Simple or complex? 

Stakeholders

  • Anyone who has interest in organisation
  • Nature of their interest
  • Internal / External
  • Power / Conflict 
4 of 6

Marketing Strategy ctd.

Inter organisational issues

Culture / Patterns of thinking. What is acceptable? 

Research & Evaluation

Original, secondary research. 

Competitors

Whats their STP? Whats their value to custs? Are they growing/Declining? 

Environment

Attractive/Unattractive? Main 'changes' that impact your decision. 

5 of 6

Marcomm Objectives

Sales Stream:                                                                                       Communication Stream:

- sales volume                                                                                      - Awareness

- sales value                                                                                         - Comprehension

- ROI                                                                                                     - Perception

- Market Store                                                                                       - Attitudes

- Proability

Corporate Stream:

- Performance                                         - Image

- Reputation                                            - Preferences

6 of 6

Comments

No comments have yet been made

Similar Marketing resources:

See all Marketing resources »See all Communication resources »