The 4
Ps:ProductPricePlace/distributionPromotion/communicationPeople or
staffPhysical (presence/location/decoration)Process*
*
Success is in the combination of the different approaches based
on a thorough analysis -> the communications plan*
Men/women (the human resources)Money (budgets)Minutes
(time)*
S Situation Analyses (where are we now)O Objectives (where do we
want to go)S Strategy (how do we get there)T Tactics (planning a
trip at the time)A Action (or implementation putting plans to
work)C Control (measure, monitoring, reviewing and modifying)*
S Company and communications and disseminationO Communications
and disseminationS Communications and disseminationT Visualization
and Concept DevelopmentA Visualization and Interactive DevelopmentC
Communications and dissemination
*
Those who triumphCompute at their HeadquartersA great number of
factorsPrior to a challenge.
Those who are defeated,Compute at their headquartersA small
number of factorsPrior to a challenge.*Much computation brings
triumphLittle computation brings defeat.How much more so with no
computation at all
By observing only this I can se triumph or defeat.
Sun Tzu: Art of War (more than 2000 years ago)
Overall marketing performanceThe market
placeCompetitionStrengths and weaknessesPEST analysisMarket
structure segments and target markets
S SpecificM MeasurableA ActionableR RealisticT Time specific
Two types of objectives: Marketing and communications
objectives*
AIDA-AttentionInterestDesireAction*
How we get there how the objectives will be achieved Strategy
summarizes tacticsCommunications strategy helps to harmonize and
integrate all of the tactical communications tools*
*
The details of tactics*
Comparing the results with The initial situationThe objectives
for the campaign*
