How to Write Marketing Communications Plans

Marketing Communications are “all strategies, tactics, and activities involved in getting the desired marketing messages to intended target markets, regardless of the media used” (MarcommWise, 2006). Tony Yeshin (1999) defines marketing communications as “the process by which a marketer develops and presents stimuli to a defined target audience with a purpose of eliciting a desired set of responses” (Yeshin, 1999). Marketing communications are: adverting, sales promotions, personal selling, PR and direct and interactive marketing (Fill, 1999).
Consequently Marketing Communications Plan is the marketing plan which promotional plan incorporates two or more integrated marketing communications mediums aiming to reiterate the same goals and objectives. Marketing Communications Plans are considered by many professionals as an excellent way to effectively communicate with target audience.
Marketing Communications Plans are generally based on two different frameworks: Marketing Communications Planning Framework and SOSTAC (Fill, 1999).

Marketing Communications Plans consist of the following vital elements:

Context analysis

Promotional objectives

Marketing communications strategy

Promotional mix (methods and tools)

Budget schedule

Evaluation and control (Fill, 1999).

When writing marketing communications plan it is important to:

1. Set corporate, marketing and marketing communications objectives, which would support and integrate with each other.

2. Develop segmentation, targeting and positioning strategies

3. Develop creative message with which Marketing Communications Plan with communicate with target audience

4. Select and justify one or combination of marketing strategies (push, pull or profile)

5. Develop well-rounded and creative set of promotional mediums and allocate appropriate budget for each medium.

6. Create contingency planning strategy (in case something goes wrong)

7. Set strict set of evaluation and control mediums which would include milestones and continuous evaluation

References

Fill C (1999) Marketing Communications, 2nd Edition, Prentice Hall Europe
Yeshin T, (1999) Integrated Marketing Communications, The chartered institute of marketing, Butterworth Heinemann, Oxford
http://www.marcommwise.com/glossary.phtml?a=m&s=0

Please find below links to excellent Marketing Communications Plans:

C/M/315. INTEGRATED MARKETING COMMUNICATIONS PLAN FOR ROYAL CARIBBEAN CRUISES LTD

S/M/162. Marketing communication plan: Philips SatinIce UK, and current marketing communications strategy analysis

S/M/158. Marketing Communication Plan for British Airways

S/M/158. Marketing Communication Plan for British Airways

E/M/14. Marketing Communications Plan for Pizza Hut

C/M/180. Internet music search engine Promotion Campaign

C/M/171. Analysis of the 50+ customer group for M&S and brief outline of a promotional campaign

P/M/311. Marketing communication Plan for Direct Lines the breakdown service

S/M/77. Project Management for Marketing Communications Campaign

P/M/289. Marketing Communications Plan for ROYAL DUTCH/ SHELL

S/M/69. Marketing Communications Plan for British Airways (BA)

P/M/269. Marketing Communications Plan for Shell

P/M/262. Marketing Communications Plan for North West Valley Sailing Club

C/M/117. Marketing Communications Plan for Hugo Boss

P/M/252. Marketing Communications Plan for the Introduction of New Product: Smoothie

P/M/139. Marketing Communications Plan for Haagen-Dazs

P/M/130. Marketing Communications Plan for the new degree programme

P/M/133. Marketing Communications Plan for Marks and Spencer

P/M/134. Analysis and development of Marketing Communications Plan for Adidas (US)

http://www.coursework4you.co.uk/sprtmrk28.htm

What Are the 5 Best Affiliate Marketing Networks?

1. Commission Junction is one of the most established affiliate networks online, with many Fortune 500 companies being represented among their advertisers. As a Commission Junction publisher/affiliate, you have access to excellent tracking and statistics, as well as professional training sessions and seminars.

Commission Junction pays affiliates once a month, and you can set your account up to receive payments via direct deposit. Commissions can be as high as 50% of the item price, but are usually a bit lower.

2. Clickbank is another very popular network, which specializes in digital downloads and information products. Clickbank is a favorite among affiliates in the internet marketing niche because of typically high commissions ranging in the 50% to 75% range. As of this writing, Clickbank offers over 10,000 digital
products for affiliates to choose from. Clickbank sends out commission checks twice a month, although they also offer a weekly direct deposit option for affiliates who qualify.

3. Amazon is a well-known online retailer that offers thousands of products to choose from, including books, electronics, music and movies. Affiliates who choose to promote products through Amazon benefit from Amazon’s trust and brand recognition among customers, as well as the fact that you can also set up your own Amazon store to promote products. While Amazon commissions tend to be lower than some of the other networks, it can still be worth it to consider promoting them due to the fact that so many customers are already familiar with the name.

4. Linkshare is another older and established affiliate network. Like Commission Junction, they offer many products from Fortune 500 companies to choose from. Linkshare also has an excellent commission tracking system.

5. Lastly, Shareasale is another network that is easy to promote. They offer an effective system for tracking sales, as well as a selection of over 1,000 products to promote. In addition, their publisher control panel is easy to navigate.

So there you have it. Five different affiliate networks that you can choose from, each with it’s own unique advantages. Check them out and see which ones work best for your business and start making your fortune from affiliate sales.

Online Recommendations a Perfect Affiliate Marketing Strategy

In affiliate marketing there are so many ways that you can increase your profits and if you know your way around then this will earn you big bucks. Online marketing has been a trend these days and with them boomed the affiliate marketing industry. Now in this article, we will discuss one of the most effective methods you can use in your online affiliate marketing.

Using product recommendations to increase your sale, this is one great technique that you should not miss. Of course first you must have a platform website, a product line which is already stable and trusted by customers. Through this stable product, which is already earning good sales, you can put up your recommendation strategies. You should remember that your other site, the good one, will be vulnerable to a draw back if the other product your promoting is a lousy one so only recommend those products which you deem will be good for both websites.

Do not be afraid to mention and link those affiliate products on your website posts. If you think that your topics are related to that other product then link their URL to a word of phrase in your article. If you have a picture that you think is related to the other product then put a link on it. This is affiliate marketing and you can earn through this or gain something in return through this method.

Another way of promoting the other product would be to offer your own expert opinion to it. Give positive comments to them and tell them the good that the product could give the buyers if they choose it. With your site being trusted and believable you can really increase that other sites traffic and profits. Recommending their website through your name is really a great method of raising their sales.

Now you should follow those advices, of recommendation affiliate marketing, if you are a hundred percent sure that the other product is really good and you trust them as well to deliver something good to your customers. This is a smart way of affiliate marketing and will get you the good money if done the right way.

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