Question
Topic: Strategy
Communication Strategy!!!!
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I have an assignment to do, marketing communication plan, for a new Renault car (direct competition to Mercedes Smart car priced at £1000 less then Smart car), and I am a little confused as to what to include in my plan and how to structure it.
First, what is the relevance of SWOT and STEP analysis for marketing communication plans? Should I include them? My thinking is that these must have been undertaken before decision to launch this car was made, and SWOT and STEP factors must have already been taken into account? Am I right?
The other questions relates to communication models, DOGMAR, AIDA and L&S. I understand these are all used for different communication strategies (depending on whether communication is done through print advertising, TV or campaign advertising). But what are these models useful for? Do they come under communication objectives (to raise awareness etc.) or are they part of the strategy (the way to achieve what ever the objective might be is through raising of the awareness and etc.) Could You please clarify these?
Thank You so much!
Should you be willing to share with me some lucid communication plan details (structure, what comes first, what comes second and etc. and just about anything there is) please do. It will be highly appriciated.
Thanking You all kindly...
Emi