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Strategic Planning in Marketing Communications
This work in writing constitutes a review of literature in the area of marketing communications strategies. Several works are reviewed and then reported in the following review of literature.
The work of Mulhern (2009) reports that media "is in the midst of a digital revolution that frees news, information and advertising from the technological limits of print and broadcast infrastructure." (p.85) Mulhern reports that advertising has "traditionally…been immersed in the process of aggregating large audiences and delivering messages to them." P.86) There are several forms that marketing communications can take and in how these communications are received by consumers: (1) audiences are aggregated into monolithic entities with homogenous tastes; (2) advertising can attach itself to media content and project itself onto audiences by interrupting the delivery of that content; (3) consumers will accept the intrusive delivery of commercial messages in exchange for free, or nearly free content; (4) Brand messages generate brand awareness and preferences that translate, however, loosely into consumer spending; (5) Brand communications can be bundled into media plans that...
(Mulhern, 2009, p. 86) It is additionally reported that Digitization has resulted in "continuous stream of data about how people interact with information. Marketing communications are reported to be such that have "built an enormously large set of business practices on a very small amount of information from survey research and consumer panels…" (Mulhern, 2009, p.87) Marketing communications will be reorient[ed] by "the torrent of digital information now produced by digital media." (p.87)
The work of Smith, Berry and Pulford (1999) states that the "scope of marketing communications is much wider than is generally assumed in practice…" in that it "encompasses both the internal information and decision-making system, and the messages and images put across by the business to its present and potential customers and other stakeholders." (p.10) The marketing communications mix is reported to be comprised of the communication tools as follows: (1) salesforce; (2) advertising; (3) sales promotions; (4) direct marketing; (5) public relations; (6) sponsorship; (7) exhibitions; (8) corporate identity; (9) packaging; (10)…
Bibliography
Conway, T., Ward, M., Lewis, G., and Bernhardt, A. (2007) Internet Crisis Potential: The Importance of a Strategic Approach to Marketing Communications. Journal of Marketing Communications. 13:3 Sept 2007. Retrieved from: http://www.ingentaconnect.com/content/routledg/rjmc/2007/00000013/00000003/art00004
Kim, I., Han, D. And Schultz, DE (2004) Understanding the Diffusion of Integration Marketing Communications. Journal of Advertising Research 44: 31-45. Retrieved from: http://journals.cambridge.org/action/displayFulltext?type=1&fid=216366&jid=JAR&volumeId=44&issueId=01&aid=216364
Mulhern, F. (2009) Integrated Marketing Communications: From Media Channels to Digital Connectivity. Journal of Marketing Communications 15:2-3, 85-101.
Rossiter, JR and Bellman, S. (2005) Marketing Communications: Theory and Applications. Pearson Education: Australia. Retrieved from: http://wwwdocs.fce.unsw.edu.au/marketing/amj_13_2_martin.pdf
Smith, PR, Berry, C. And Pulford, A. (1999) Strategic Marketing Communications: New Ways to Build and Integrate Communications. Kogan Page Publishers, 1999. Retrieved from: http://books.google.com/books?id=HYvbeQLf_gEC&dq=Strategic+planning+in+marketing+communications&lr=&source=gbs_navlinks_s
Lukacs, RN, asserts (Lukacs, 1984, p. 11). So, with those issues clearly on the table (as they are today in many hospitals), strategic planning in hospitals offers nursing directors a direct path to increased effectiveness, Lukacs explains. The way for nurses to get in on the strategic planning movement and increase their clout and effectiveness within the hospital structure, Lukacs explains, is to do the research necessary that matches
Strategic Planning at the Chronicle Gazette Decline of the Newspaper Publishing Industry Declining Circulation and Revenue Status of Leading Newspapers Reasons for Decline in Circulation and Revenue Economic Factors Political Factors Demographic Factors Technological Factors Porter's Model Strategies adopted by different Companies Steps to be taken by the Chronicle Gazette Form a Website Minimize Cost and Increase Efficiency Organization Structure Adopt Digital Technology Susan Feiman is the publisher of The Chronicle Gazette, which is one of the most prominent newspapers of the United States. It has
Strategic Planning at the Chronicle Gazette The Declining Newspaper Readership The Strategic Planning The Reestablished Mission of the Chronicle Gazette The Human Resource Planning The Importance of Strategic Planning The Evaluation Criteria The Anticipated Needs of the Organization The Strategies of the Competitors Internal Assessment of the Chronicle Gazette Strengths Weaknesses External Assessment of the Chronicle Gazette Opportunity Threats Proposed Strategic Plans for the Chronicle Gazette The case study presents a detailed and structured analysis of how the preferences of the newspaper reader shifted from the
Strategic Planning consists of fitting the organization's objectives and resources to the available market opportunities. The purpose of strategic planning is long-term profitability and growth. Strategic Business Units are independent of one another and maintain distinct missions and specific markets. They have control over their resources and their strategies are unique to their competitive environment. Strategic Alternatives are different conceptual approaches toward strategic planning. Examples include: Ansoff's Opportunity Matrix, the Boston Consulting
This component of planning functions on the basis of the drive to protect the company, as far as possible, from damage by means of external disaster or internal weakness. Contingency planning, then, allows a company to resume operations as soon as possible after a disaster or crisis. It ensures that the company has components in place that promotes its core health and resiliency. In contrast to the others, this
Strategic planning is a systemic and elaborate plan of action expressing the future move or plans a company plans to take. It is a long-term plan that a company puts down in an attempt to shape or build the future. It gives an organization the direction and a goal. This plan can be laid down to cover the near future, but it can run longer depending on the organization's plans.