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Marketing Communications Plan using top-up and bottom-up approaches

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Instructions:

Paper instructions:

You have been given a short-term internship with a Marketing Research company who provide analysis of the latest from academic research for the commercial client base. Your first task for this company is to write a 2,000 word report (excluding references and appendices), that focuses on how a firm should approach drafting a well-integrated marketing communications plan using both top-down and bottom-up approaches.

In particular you need to be able to clearly outline how: Consumers use information from different sources to decide what to buy, what the information needs are when making purchase decisions, and what media channels are most appropriate at each stage.

114 Words  1 Pages
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