9 Elaborar el plan de accin de mercadeo

El proceso de planeacin debe abarcar todas las reas de la empresa. El desarrollo de esta
evidencia confirmar que han alcanzado el siguiente resultado de aprendizaje:

Comprender las ideas principales de textos complejos en ingls que tratan de temas tanto
concretos como abstractos, incluso si son de carcter tcnico, siempre que estn dentro de
su campo de especializacin

Evidencia 3
Formato Brief

Qu se debe entregar?

Formato Brief diligenciado y presentacin de la campaa publicitaria

Cules son los criterios de evaluacin asociados a esta evidencia?

Traduce del ingls documentos tcnicos sencillos en tiempo presente y pasado.

Dramatiza en ingls una historia breve utilizando verbos regulares e irregulares.
Cul es el procedimiento?

Estudie el material Creative Brief.

De manera individual y teniendo en cuenta su producto o servicio, complete el Formato

Brief.

Lea comprensivamente el material How to create an advertising campaign (Pautas para

crear una campaa publicitaria).

Una vez diligenciado el formato, seleccione un tem y prepare una campaa publicitaria en
ingls en tiempo pasado, a travs de alguno de los medios sugeridos en el material:

o Una campaa radial

o Un comercial de televisin
o Una campaa promocional

Enve el formato al instructor y solicite las instrucciones para presentar la campaa.

A continuacin, encontrarn el espacio donde deben redactar las respuestas:

Diligencie cada una de las casillas de acuerdo con los criterios y el tiempo verbal que se
solicitan.

1. Company information Present tense

Name of the company

Trades name
Companys activity
2. Company history Past tense

History of the company in detail

Advertising has been traditionally
done?
What kind of advertising and what
issues were addressed?
What were the objectives of previous
campaigns?
What are the characteristics of your
product or service?
What is the current position of your
product in the market?
Present tense
3. The product or service

Description of the product or service

with all its features:
Physical (if it has)
Chemical characterization (if it
has)
Packaging (if it has)
Benefits
Trajectory (how long was it
released)
Lifecycle
Legislation

Present tense
4. SWOT matrix (Strengths,
Weaknesses, Opportunities and
Threats)

Weaknesses (they are internal to

the company)
Opportunities (they are external,
what the sale opportunities are)
Strengths (they are internal)
Threats (they are external)
 Present tense

5. Budget

Its the money assigned to the

project.

6. Consumer/Target Audience Present tense

Describe the three types of

consumers:
End consumer: The person who
consumes the product, but doesnt
decide on the purchase.
Real consumer or objective: The
person who makes the purchase
decision.
Potential Consumer: The person
who has a provisional contact with
the product or who will be the
consumer in the future.
Describe the profiles
Demographic profile
Geographic profile
Psychographic profile
Present tense
7. Competition/Positioning

Describe the type of competition your

product or service has:
Direct
Hint
Main Competition
 Present tense

8. Project objectives

Describe the goal to be achieved in

your project.

Present tense

9. Market research

Explain the market research you have

made in your project: which are the
latest changes of consumers and the
target public?

Present tense

10. Schedule

Include the distribution channels for

the products of your project:
Direct
Indirect