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Home→The Westburn Dictionary of Marketing→M→marketing communications plan

marketing communications plan

Definition:
A formal written-down framework for planning MARKETING COMMUNICATIONS campaigns. Structures vary in practice, but a useful example might be to delineate the plan under the following headings: context - audience, PRODUCT and MARKET, objectives; strategies - budget, promotional mix, creative and MEDIA, schedule; implementation - responsibility and authority; control - cost-efficiency and effectiveness.

Cross-References:
[market] [media] [marketing communications] [product]

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© Westburn Publishers Ltd 2002, The Westburn Dictionary of Marketing edited by Michael J Baker, ISBN 978-0-946433-01-8. www.themarketingdictionary.com. Entry: [Keith Crosier], [1998].