1. April 2012

2.  The 4 P’s:  Product  Price  Place/distribution  Promotion/communication ▪ People or staff ▪ Physical (presence/location/decoration) ▪ Process 8. december 2015

4.  Success is in the combination of the different approaches – based on a thorough analysis -> the communications plan 8. december 2015

5.  Men/women (the human resources)  Money (budgets)  Minutes (time) 8. december 2015

6.  S – Situation Analyses (where are we now)  O – Objectives (where do we want to go)  S – Strategy (how do we get there)  T – Tactics (planning a trip at the time)  A – Action (or implementation – putting plans to work)  C – Control (measure, monitoring, reviewing and modifying) 8. december 2015

7.  S – Company and communications and dissemination  O – Communications and dissemination  S – Communications and dissemination  T – Visualization and Concept Development  A – Visualization and Interactive Development  C – Communications and dissemination 8. december 2015

8. Those who triumph Compute at their Headquarters A great number of factors Prior to a challenge. Those who are defeated, Compute at their headquarters A small number of factors Prior to a challenge. 8. december 2015 Much computation brings triumph Little computation brings defeat. How much more so with no computation at all By observing only this I can se triumph or defeat. Sun Tzu: Art of War (more than 2000 years ago)

9.  Overall marketing performance  The market place  Competition  Strengths and weaknesses  PEST analysis  Market structure – segments and target markets 8. december 2015

10.  Segment Criteria:  Measurable  Substantial  Accessible  Relevant  Decision-making units  Global segments  Consumer segments  Industrial segments 8. december 2015

11.  S – Specific  M – Measurable  A – Actionable  R – Realistic  T – Time specific Two types of objectives: Marketing and communications objectives 8. december 2015

12.  AIDA --  Attention  Interest  Desire  Action 8. december 2015

13.  How we get there – how the objectives will be achieved  Strategy summarizes tactics  Communications strategy helps to harmonize and integrate all of the tactical communications tools 8. december 2015

15.  The details of tactics 8. december 2015

16.  Comparing the results with  The initial situation  The objectives for the campaign 8. december 2015

17.  How can you test your website? 8. december 2015

18.  “Kidnappers” test  Expert test  User test  Questionnaire  (Web)Statistics  Sales… 8. december 2015