I have a 1400 word draft due: A marketing plan follows the company’s business or strategic plan, which is focused...

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I have a 1400 word draft due: A marketing plan follows the company’s business or strategic plan, which is focused on meeting the following two things: 1. The quantitative goals, such as revenue and market share reach 2. The qualitative goals, such as brand awareness and community goodwill This week, detail the promotional plan by defining the following: • What is the overall marketing message for your promotional plan? • Prepare 2 advertisements for cross-selling between traditional and digital options. The following are examples: o A magazine ad that promotes the company’s Web site o A banner ad that advertises the company’s Web site • Develop a 1-year media calendar focusing on a traditional and online hybrid of 4 media platforms. Your Key Assignment draft will organize the plan based on the research you have done during Weeks 1–3. Next, as you prepare the plan draft, outline the information to be included in the following sections: • What is the overall marketing message for your promotional plan? • Prepare 2 advertisements for cross-selling between traditional and digital options. Examples include the following: o A magazine ad that promotes the company’s Web site o A banner ad that advertises the company’s Web site • Develop a 1-year media calendar focusing on a traditional and online hybrid of 4 media platforms. Students will prepare the marketing plan draft and outline information to be included in the following sections: • Executive Summary: This section highlights the key points of the plan. • Situational Analysis: This section includes the following: o The target market segments, which include details about demographics, psychographics, current environments, industry trends, and anything that creates a snapshot of what is currently going on in the industry • Product Strategy: This section includes what products are being sold, a description of the products, and their features and benefits. • Competitive Analysis: This section includes a strengths, weaknesses, opportunities, and threats (SWOT) analysis and any other necessary competitive information. • Marketing Goals: This section explains what you are trying to accomplish. • Marketing Objectives: This section includes how the marketing plan will meet the objectives of the business plan. • Strategic Initiatives: This section includes information about how the product is positioned in the marketplace and "market space," differentiation strategies, pricing, and distribution. • Tactics: This section details what tactics you will use to implement and meet the marketing goals. It includes the promotional plan, including advertising and promotional campaigns, along with a media plan. • Budget: The budget includes information about where you will spend the money. • Conclusion: This reiterates the key points of the plan and what will be accomplished, including the following: o How you will win the marketplace? o Possible barriers to success o How results and marketing return on investment (ROI) will be measured
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