Marketing Campaign in Action
Campaigns In Action present real-world integrated marketing communication plans collected from personal interviews by the textbook authors with members of marketing communication agencies and client companies. Campaigns are presented in PowerPoint format (found in Course Resources). Each unit offers multiple campaign options with brief intros found in the text (search the name/org index). Choose one campaign from Unit Oneto carefully analyze. Identify as many of the steps of the marketing plan (figure 1.4, page 7) as possible based on the info provided. Organize content under a separate heading for each step: current situational analysis, SWOT analysis, marketing objectives, target market, marketing strategies, marketing tactics, implementation and evaluation of performance. Conclude with your personal response to the campaign. Two pages, double-spaced.
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