What Is a Short Term Marketing Plan?


Most businesses and other organizations require some form of marketing to make themselves known to potential clients. To implement marketing effectively, most businesses choose to develop a marketing plan. This plan is a written description of the business' marketing goal and the strategies it will employ to accomplish them. While companies devote some parts of marketing plans to a long term strategy, a company also may include information about marketing in the short term.


In marketing, "short term" has no specific definition, and most people use it largely as a relative measurement. The exact time period specified by short term depends greatly on how often a company's marketing changes. For example, a fashion company that produces a new line of clothes every season may consider short term marketing as marketing strategies for the next three months, while a television station may consider daily or weekly ads as part of its short term marketing plan.

Contrast with Long Term Plans

Often, short term marketing includes all strategies that a company plans to use to promote a new good or service. In contrast, a long term marketing plans help position a company in the consciousness of consumers over many business cycles. While short term marketing may sell a new product, long term marketing plans help identifying how a company will brand itself in a year or longer.


Short term marketing plans generally contain information that is more specific than the information found in long term plans. A typical short term plan outlines the message of a marketing campaign, the formats or channels through which the the message will run and the cost of the project. Depending on the company, a short term marketing plan might resemble a finished blueprint of a marketing campaign or it might resemble a draft painted in relatively broad strokes.


The best short term marketing plans accomplish two related tasks. First, as discussed, they identify a means of advancing the business in the short term through marketing. Secondly, effective plans also identify a way of integrating this near-term strategy into the company's longer term marketing vision. For example, while a short term marketing campaign might promote a new product, the branding of the company in the ad jibes with the company's long term vision, which can be repeated in future ads.

Related Searches


Promoted By Zergnet


You May Also Like

Related Searches

Check It Out

Are You Really Getting A Deal From Discount Stores?

Is DIY in your DNA? Become part of our maker community.
Submit Your Work!