ABSTRACT
Outlining what is contained in the plan is an efficient way to begin the communication planning project. It covers 10 broad areas such as executive summary, situation analysis, marketing objectives/strategies, role of communication, communication objectives and communication Strategies. A communication plan and a media plan have very similar components. The communication plan should be strategy neutral. It does not assume that one method of communication is better than the planning process. A communication flowchart contains a weekly schedule of activity, a recap of dollars by vehicle and category, a recap of impressions by vehicle and category, and a reach/frequency analysis. Testing is an optional aspect of a communication plan. Many communication plans have test programs. A test program may be used to see how an increase in media pressure might impact a specific market, or it may be a way to try out an emerging medium.
