Spring 2026 Exam 3 Study Guide

Marketing Campaign Plan - What does it do

1.      Help Marketers Think Ahead

2.      Ensure Elements Build on One Another

3.      Provide Focused Campaign Planning

4.      Allow Everyone to Plan Together

Campaign Action Plan (Technology)

knowing that the technology works effectively to execute the plan and achieve the goals of the campaign

Campaign Action Plan (Funding)

having enough money and resources available to support the campaign; managing the campaign to fit the budget; ability to control cost overruns

Campaign Action Plan (Innovation)

anything new and untested represents risk, such as tools, ideas, people, technologies, products, delivery methods

Campaign Action Plan (Economy)

economic downturns create uncertainty and instability, make consumers less inclined to spend money

Campaign Action Plan (Acts of God)

weather, natural disasters, and other catastrophic events represent unforeseen risks and complications.

Components of the Campaign (Promotional Mix)

identify the marketing communication methods to be used (advertising, digital, pr, sales promotions)

Components of the Campaign (Resource and budget requirements)

outline the funding and other resources needed to execute the plan and explain how the plan will use the available budget

Components of the Campaign (Timing)

clarify when each tactical step needs to take place, in order to meet the campaign objectives

Components of the Campaign (Ownership)

identify which team or team member is responsible for executing each step

Components of the Campaign (Measurement)

select the metrics to be tracked in order to gauge the campaign’s impact, and explain how the data will be captured

What is in a Marketing Plan?

1.      What are our goals and strategies

2.      Who are we talking to and how

3.      What are we trying to communicate

4.      What tactics are needed to achieve our goal

Key Performance Indicator (KPI)

1.      Sales Growth

2.      Customer retention

3.      Average purchase Value

Value Proposition

a statement that clearly identifies the benefits a company's products and services will deliver to its customers.

Retail

Involves all activities required to market consumer goods and services to ultimate consumers who are purchasing for individual family needs

Retail Strategy

Incorporates all of our core marketing mix components with the addition of Presentation and Personnel

Retail Marketing

drives customers to your products, with the help of physical or digital advertising

Types of Retail Marketing (In-store)

One of the most common forms of retail marketing is in-store advertising. This starts with creating a hospitable environment for customers, by considering things like designing window displays in your store or offering accessible business hours.

Types of Retail Marketing (Print Advertising)

includes forms of advertising that uses physically printed media—such as newspapers, magazines, brochures, flyers, and direct mail—to promote products, services, or brands advertising including, but not limited to, billboards, newspaper ads, and catalogs.

Types of Retail Marketing (Digital)

the use of the internet, mobile devices, social media, search engines, and other digital channels to connect with consumers, promote brands, and sell products

Types of Retail Marketing (Experiential)

advertising offers your customers an immersive, imaginative way to engage with your products. It can be a way of combining in-store and digital advertising, letting your customers get hands-on access to your products

Types of Retailers (Department)

wide range of product mixes and merchandise – separated by section (ex., clothing hardware, bedding)

Types of Retailers (Chain)

wide variety of merchandise at large quantity discounts- corporate not franchise

Types of Retailers (Super Market)

large, self-service stores with central checkout facilities, food and non-food house hold items

Types of Retailers (Discount)

characterized by a focus on price

Types of Retailers (Warehouse)

provide a bare-bones shopping experience at very low prices

Types of Retailers (Franchise)

brings together national chains and local ownership

Types of Retailers (Mall/Shopping Center)

with a wide assortment of products across many stores -located on busy roads/highways

Types of Retailers (Online)

unquestionably a dominant force in the retail industry

Types of Retailers (Catalog)

used as a marketing device to drive phone and in-store sales

Types of Retailers (Non-Store)

innovative retailing approaches. Ex., Vending machines and point of sale kiosks

Stake Holders

A person with an interest or concern in something. It consists of investors, customers, employees, communities, suppliers, trade associates, and even the government.

Internal Stakeholders

Also known as primary stakeholders, these are mainly the stakeholders who take part directly in the financial transactions as well as the economic business

External Stakeholders

Also known as secondary stakeholders, these are mainly the stakeholders who take part indirectly in the financial transactions as well as its economic business. However, this does not prevent them from either affecting its decision making or being affected by it.

Stakeholder Marketing Tactics (Segmentation by stakeholder community)

Running multiple campaign messaging lines according to separate stakeholder group values, expectations, and requirements

Stakeholder Marketing Tactics (Cause-driven marketing)

De-emphasizing traditional customer appeals in order to build awareness around a brand’s efforts to address specific stakeholder concerns

Stakeholder Marketing Tactics (Local Engagement)

Engaging with communities directly through local events and outreach, while building relationships with trusted voices in the community

Stakeholder Marketing Tactics (Influencer Marketing)

Identifying influencers and respected voices in priority stakeholder groups and collaborating directly with them, or indirectly creating campaigns that appeal to influencer sensibilities to earn share-of-voice through their content

Stakeholder Marketing Tactics (Collaboration with internal public relations and communications)

Incorporating comms and PR messaging directly into mainline marketing campaigns.

Stakeholder Marketing Tactics (Stakeholder community support)

Creating local programs or leveraging existing ones to not just earn positive press but to also benefit communities and forge goodwill with elected officials.

Stakeholder Marketing Tactics (Transparency Iniatives)

Data tracking and publication to foster public trust and minimize narratives that the company says one thing and does another.

Stakeholder Marketing Tactics (Employee Relations and Develeopment)

Using internal employee concerns and requests to drive initiatives that later fuel messaging campaigns, while also focusing on employee development and improvement of working conditions.

Finance

a.      Budgets

b.      Expense tracking + reporting

c.      Processing vendor/supplier payments

Sales

a.      Campaign Launches

b.      Sales pitch, data, materials, support

Product Development

a.      Identifying customer needs

b.      Building customer value and loyalty

c.      Customer feedback and product improvements

Supply Chain

a.      Product launch timelines

b.      When will the marketing hit so we ensure enough product is on the shelf

Strategy and Planning

a.      Brand Marketing 

b.      Product marketing

c.      Consumer behavior

Senior Managment

a.      Communicating the mission and long-term goals

b.      PR and speaking engagements to increase exposure 

Fyre Festival Documentary

·       Influencer marketing via social media was their main marketing strategy

·       Target market/segment was luxury-seeking, status driven millennials

·       Charging thousands of dollars for tickets/experiences created an exclusive and prestigious perception

AIR movie

·       Nike’s biggest strategic challenge at the beginning was competing with the dominant brands in the basketball market (Converse and Adidas)

·       Nike built an entire shoe brand around one athlete (Michael Jordan) this is known as Brand Differentiation/Value Proposition (distinguishes one brand from another)

·       In 1984 the leader in the Basketball Sneaker Market Share was 1. Converse à 2. Adidas à 3. Nike

Virtual Guest Speaker (Cecelie Pikus)

·       Networking and learning how to converse in real life is an important skill to have 

·       She got her first full-time role in pro sports with the Sales department