Branding and Marketing Communications

Marketing communication planning model: what are the stages? For this week’s post, we’ll be looking at marketing communications planning. Marketing communications differ from marketing plans. A marketing plan seeks to sell, communications plan devise a way to tell. Let’s jump in. For an example of a well thought out model, we’ll take a look at will be the marketing and communications planning framework (MCPF) taken from Chris Fill’s Marketing Communications: Brands, Experiences, and Participation (2013). The MCPF (seen below) is a model for understanding the different pieces of a marketing strategy and how they relate to one another. The MCPF diagramed (Fill 2013) This model is linear in theory but may not be in practice. Regardless of the lack of linearity, we will start at the top. The model begins with context analysis . This means an analysis of the factors surrounding and influencing the delivery and reception of the desired communication. Factors that may positively...