Transcript 3. Environmental Constraints

Topic: Marketing Situation Analysis
B. Consumer, Market, Environment
3. Environmental Constraints
Internal
 Company Policy
and Image
 The Budget
External
 Economic conditions
 Social/Cultural/legal
Environment
 Media Environment
 Weather/Natural
Environment ( i.e.,
seasonality of sales)
Topic: Marketing Situation Analysis
B. Consumer, Market, Environment
3. Environmental Constraints
Internal Constraints:
How might they influence media decisions?
 Company Policy and Image

Does the vehicle image fit well with the company
image
 The Budget


What media can we afford, given the budget?
Do I have large enough budget to use media
such as network television?
Topic: Marketing Situation Analysis
B. Consumer, Market, Environment
3. Environmental Constraints
External Constraints:
How might they influence media decisions?
 Economic Conditions

If the general economy is bad, how will it affect the
sales of our brand?
Topic: Marketing Situation Analysis
B. Consumer, Market, Environment
3. Environmental Constraints
External Constraints:
How might they influence media decisions?
 Social/Cultural/Legal Environment

Are there differences between the baby boomer and
the post-boomer (Generation X or Y) in VALS,
program preference, etc. ? How does it affect my
target decision, media choices, etc.?

Can our product be advertised on TV?
Topic: Marketing Situation Analysis
B. Consumer, Market, Environment
3. Environmental Constraints
External Constraints:
How might they influence media decisions?
 Media Environment

Media clearance policies: will our ads/formats be
acceptable?
 Weather/Natural Environment
(I.e., seasonality of sales)

The best time to run advertising?
Examples: a brand of sail boat:
a dry dog food brand:
a brand of toothpaste:
Topic: Marketing Situation Analysis
B. Consumer, Market, Environment
3. Environmental Constraints
External Constraints:
How might they influence media decisions?
 Competition
-- followed in a separate section

One of the most important section in a media plan