In this case, it is important to consider the responsiveness of the marketer to the customer, the relevance of the message, the receptivity of the customers, the recognition of the brand and the relationships between buyers and sellers.
This model corresponds to a marketing communication planning focused on the 4Ps, which means that the marketer controls the product, the price, the place and the promotion
After gathering data, the marketer creates a plan, develops it and executes it in the marketplace
This model is driven by the marketer’s ability to sense and respond to the customers’ needs. It focuses on listening to customers.
How or through what system should you deliver the message?
In the second case, the message has to fit the medium and the delivery system.
II/ The different stages of the marketing communication process
- Mission, vision
- Researches
- Identifying the target audience
- prevention or promotion approach
- informational or persuasive message
- in case of a persuasive message: finding persuasive incentives
- qualitative dimension: message design and implementation
III/ Characteristics of a successful marketing communication plan
A successful marketing communication plan must support the missions and objectives of the company. It enables to build an identity.
A marketing communication plan has to be dynamic, participative, flexible, audience-driven, doable
Sources:
http://jimc.medill.northwestern.edu/wp-content/uploads/sites/9/2014/02/archives/2001/schultz.pdf
https://books.google.fi/books?hl=fr&lr=&id=e4qCFlXUjecC&oi=fnd&pg=PR9&dq=marketing+communication+planning+model&ots=2k5e4FK_HH&sig=wkiolBG3UtwZYEM4HxBQx5oIMsQ&redir_esc=y#v=onepage&q=marketing%20communication%20planning%20model&f=false
http://intranet.fucape.br/uploads/MATERIAIS_AULAS/33020-A_Communication-Based_Marketing_Model_for_Managing_Relationships.pdf
https://fr.slideshare.net/specvic/creating-a-marketing-communications-plan
