MARKETING PLAN EXPLORER

Copyright 2002, Professor Jerome M. Katrichis

 

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V. GENERATION OF ALTERNATIVE MARKETING PLANS

B. 3. B.  Advertising

 This section proposes changes in the organizations advertising programs.  This section typically needs to be altered in reaction to a proposed change in some other more fundamental issue such as product positioning.

 The following sections are in general interactive.  That is, changes in one may make changes in others necessary.  For example, changing a theme may impact how that theme is executed, which in turn may impact available media and of course reach and frequency considerations.

 

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Marketing Plan Explorer Home

Executive Summary
Internal Situation Analysis
External Situation Analysis
Problems and Opportunities
Generation of Alternatives

Evaluating Alternatives

Implementation
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