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Furthermore, despite the fact that publicity, both good or bad, can be beneficial for an organization, company or individual, much of it is paid for despite claims that publicity is often free. [11] Despite publicity being an influential benefit within the marketing sector, one disadvantage which highly affects publicity is the lack of ability ...
Sponsorship of an event, contest or race is a way to generate publicity. [4] Guerrilla marketing tactics are unconventional ways to bring attention to an idea, product or service, such as by using graffiti, sticker bombing, posting flyers, using flash mobs, doing viral marketing campaigns, or other methods using the Internet in unexpected ways. [1]
There is also integrated marketing that is related but not the same, integrated marketing attempts to unify all aspects of marketing communication. This can include advertising, sales promotion, public relations, direct marketing, and social media to create consistent, customer-focused messaging. [3]
These are personal selling, advertising, sales promotion, direct marketing, publicity, word of mouth and may also include event marketing, exhibitions and trade shows. [2] A promotional plan specifies how much attention to pay to each of the elements in the promotional mix, and what proportion of the budget should be allocated to each element.
One important objective of marketing communications is to develop a strong, unique brand identity that allows the brand to be positioned separately from its competition. Marketing mix is the most important part of marketing strategy, which is "the framework to manage marketing and incorporate it within a business context [6] ".
The first phase of any media plan is the initial market analysis, which consists of a situation analysis and the marketing strategy plan. These form the basis of information which the rest of the media plan is reliant on. [1] The purpose of a situation analysis is to understand the marketing problem, in relation to their competitors.
A review of the marketing plan can be a relatively simple process, or it can involve a formal review, known as an audit. The review or audit might consider such issues as prior marketing communications activity, an evaluation of what has been effective in the past, whether new market research studies are warranted, an outline of competitive ...
The marketing plan also helps layout the necessary budget and resources needed to achieve the goals stated in the marketing plan. It is able to show what the company is intended to accomplish within the budget and also makes it possible for company executives to assess potential return on the investment of marketing dollars.
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