Advertising and Public Relations · TEE · papers
Q3A · Discuss the steps involved in Review of Marketing Plan
2024-05-02 · Semester VI final
Actual TEE paper · 100 marks · Q1 compulsory + any four complete Q2–Q7
2024-05-02 · Q3A · Previous-paper question. Discuss the steps involved in Review of Marketing Plan. [10 marks]
Answer
The supplied notes call this the marketing-plan review. Some old questions say “media plan” while their scheme expects product description, market assessment, source of business and marketing objectives.
Definition. A marketing-communication brief summarises the market and business problem so that the advertising supports the overall marketing plan.
In simple words. Ad banane se pehle business ki actual problem samjho.
Understand it step by step
- Product description: explain the offering clearly to someone unfamiliar with it. Separate a feature from the benefit it produces.
- Market assessment: examine category trends, competitors, audience research and distribution. Use current evidence rather than an old assumption.
- Source of business: decide whether growth should come from new category users, competitor users or increased use by existing customers.
- Marketing objectives: specify the sales, share or usage change sought and the resources available. A communication objective must support this business objective.
- Briefing document: summarise these inputs for the creative and media teams. The notes say “five areas” but list four numbered review areas; learn the four supplied headings rather than invent a missing fifth.
See it in use
What the four review areas contribute to the advertising brief
| Faculty review area | Questions to resolve | Illustrative reusable-bottle plan |
|---|---|---|
| Product description | What is offered, what does it do, and which benefit can be substantiated? | State capacity, material and care instructions; connect reusability to the user’s actual refill routine. Do not claim a health or environmental benefit without supporting evidence. |
| Market assessment | Who buys the category, what alternatives exist, and what practical conditions affect demand? | Study students’ existing bottles, prices, refill access and competitor offerings. Availability of safe refill points affects usefulness. |
| Source of business | Will growth come from new category users, switching users or greater use by existing customers? | A campaign for students without a reusable bottle needs a different reason to try than one asking existing users to switch brands. |
| Marketing objectives | What business change is sought, in which market and period, with what resources? | Specify a realistic trial or sales objective for a defined campus launch. Then set supporting communication and media objectives. |
The brief communicates these conclusions to the creative and media teams. It is an output of the review, not a fabricated fifth numbered area. Review the marketing plan before choosing messages and media so the campaign supports the actual business problem.