How to write Marketing Communications Plans


Marketing Communications are “all strategies, tactics, and activities involved in getting the desired marketing messages to intended target markets, regardless of the media” (MarcommWise, 2006). Tony Yeshu (1999) defines marketing as “the process as the market develops and presents stimuli defined target audience with a purpose to obtain a desired set of responses” (Yesh, 1999). Marketing communications are: adverting, sales promotions, personal selling, PR and direct and interactive marketing (Fill, 1999).

The Marketing Communications Plan is the marketing plan which promotional plan incorporates two or integrated marketing communications mediums aiming to reiterate the same goals and objectives. Marketing Communications Plans are considered by many experts as a way to effectively communicate with the target audience.

Marketing Communications Plans are usually based on two different frames :. Marketing Planning Framework and SOSTAC (Fill, 1999)

Marketing Communications Plans consist of the following important aspects:

Context Analysis

made goals

Marketing communication strategy

Promotional mix (methods and tools)

Budget plan

Assessment and Control (Fill,. 1999)

When writing a marketing communications plan important

1. Set corporate marketing and marketing communications objectives, which would support and integrate with each other.

2. Develop segmentation, targeting and positioning systems methods

3. Develop creative message Marketing Communications program of communication with the audience

4. Select and justify one or a combination of methods marketing (push, pull or installation)

5. Develop a well-rounded and creative set of promotional mediums and allocate appropriate budget for each medium.

6. Create contingency policy (if something goes wrong)

7. Set strict set of evaluation and control of media which would include milestones and phone


Complete C (1999) Marketing Communications, 2nd Edition, Prentice Hall Europe

Yesh T, (1999), Integrated Marketing Communications, The Chartered Institute of Marketing, Butterworth Heinemann, Oxford

Please find below links to excellent Marketing Communications Plans:

C / M / 315 Integrated Marketing Communications PROGRAMME Royal Caribbean Cruises LTD

S / M / 162 Marketing Communication Plan: Philips SatinIce UK, and current marketing communications technical analysis

S / M / 158 Marketing Communication Plan for British Airways

S / M / 158 Marketing Communication Plan for British Airways

E / M / 14 Marketing Communications Plan for Pizza Hut

C / M / 180 Internet music search engine promotion campaign

C / M / 171 Analysis of the 50+ customer group for M & S and a brief outline of the promotional campaign

P / M / 311. Marketing Communication Plan for straight lines breakdown service

S / M / 77 Project Management in Marketing Communications Campaign

P / M / 289 Marketing Communications Plan for the Royal Dutch / Shell

S / M / 69 Marketing Communications Plan for British Airways (BA)

P / M / 269. Marketing Communications Plan for Shell

P / M / 262 Marketing Communications Plan for the North West Valley Sailing Club

C / M / 117 Marketing Communications Plan for Hugo Boss

P / M / 252 Marketing Communications to establish a new product: smoothie

P / M / 139 Marketing Communications Plan for Haagen-Dazs

P / M / 130 Marketing Communications Plan for new training

P / M / 133 Marketing Communications Plan for Marks and Spencer

P / M / 134 Analysis and Development Marketing Communications Plan for Adidas (US)



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