Communications strategies: communicate with different groupswhich information the company wants to be shared how this information should be presentedBasic requirements for a successful implementation of communications processeinformation - high-specialized brancheemotion - customer must know the productup-to-dateness - similar to emotionsdetermine a communications strategy, geographical area of application - how far the planned marketing activities should be spread (local, regional, national, global) temporal limits - continuous or intermittent limits to set priority of communications tools creative strategy positioning - center point of communications strategy
two methods to allocate communications budgeteffects-based - measurement and forecasting, non-effects-based technique - data from the past, percentage-of-sales or percentage-of-profita concave and s-shaped curve
Theoretical Foundations of Communications Strategies
Allocation of the Communications Budget
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