Communications planning: Communication objectives

 

This paper describes the role of stakeholder opinion research in helping companies develop robust corporate responsibility policies, practices and communications. It outlines the application of resear ...

In this article John Griffiths examines the phenomenon that is taking big and famous companies to a new level, with major implications for communications planning. The core idea is that product brands ...

In his regular look at the US media scene, Joe Mandese reports on the trend for large media shops to employ chief marketing officers, and P&G’s communications planning review which is looking well bey ...

In early 2000, the author, an executive from Kraft Foods, looks at the challenges and opportunities for advertisers facing a 'media and consumer revolution' in the USA. She identifies a number of iss ...

Regardless of economic conditions, every firm needs a clear strategy for its major brands, based on segmentation, competitor analysis, targeting and positioning. Advertising strategy, including spend, ...

An advertiser discusses how to develop an advertising strategy: the value of having a strategy; how it fits into the business (marketing, operations, distribution and human resource strategies); princ ...

Describes the application of a simple conjoint-based model to the design of promotional strategies for attracting customers of competitive brands to one's own brand. Commonly-collected data on product ...

Several marketing scholars have stressed the importance of involvement to marketing strategy, and have suggested areas where the application of involvement offers the greatest potential benefit. This ...

Argues that advertising has no right of existence, but has to be justified as an element in the wider business decision mix. No particular medium can claim am automatic share of expenditure; more broa ...