Marketing Plan Questions

Michael Albl has held many titles over the years during his long tenure at Jacor, then Critical Mass Media, then Clear Channel.  His titles over the years range from Program Director to Executive Vice President of Marketing to Vice President/General Manager – Format Lab to Vice President of Mental Warfare.

I have written before that when Michael writes or talks.  I read and listen. 

As budgets for next year begin to take shape, it seems like a great time to dig out a memo he wrote for clients of Critical Mass Media two decades ago to help people who were contemplating marketing refine their needs and goals.

Over the next few days, I'll reprint his blueprint for creating a cogent plan, step by step:

A. General Objectives
B. The Market
C. Engineering
D. Image Ownership
E. The Players
F.  Execution

Once you've gone through all of the pieces of the marketing puzzle, you will be prepared to ask for what you need to create a winning plan.