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The Highly Effective Marketing Plan (HEMP): A proven, practical, planning process for companies of all sizes by Peter Knight

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Chapter 11. How Will you Talk to Your Targets?

Many companies bypass the first ten steps of HEMP and come straight here. They think they know everything so far and the only issue therefore is how they’re going to communicate with their target audience. That’s why so many of today’s communications are crap, wasteful and actually harmful. But you know better, so having completed your HEMP this far, it’s time to consider how you will get your message to your target audience in the most effective way(s) possible.

In order to do this we’re going to have a look at some of the different methods of communication and consider the pros and cons for each. Some of you will know this stuff so please feel free to skip to the next step, although for many others, ...

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