Marketing Communication Planning Process (imc)

Marketing Communication

BALRAM CHAUDHARY INTIGRATED MARKETING

MARKETING COMMUNICATION PLAN

SITUATIONAL ANALYSIS 

COMETITION

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MARKET ANALYSIS

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CUSTOMER ANALYSIS

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POSIOTIONING ANALYSIS

MARKETING COMMUNICATION OBJECTIVE 

Creating Brand Awareness And Building Brans Equity



Providing Information



Increasing Sales



Differentiating The Brand



Influencing Customer Behavior

Budgeting 

Maximum utilization of funds



Allocating budget as per the need



For making brand awareness fund will be higher



For changing the brand image budget may be lesser

DEVELOPING A MARKETING COMMUNICATION PROGRAM Which strategy to adopt- pull or push Then  Selection of marketing communication mix 

ü Advertising, Sales Promotion, PR, Direct Marketing, and Personal Selling 

Creative Strategy ü ü ü



Message Content –Rational, Emotional and Moral Message Structure– Conclusion, the argument type and order of the argument. Message Format– color, music, time etc.

Media Decisions

Evaluation and control of marketing communication This can be done by the marketing communication audit. The MC audit answers issues like 

What programs are being carried out by the company?

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How they are being carried out?

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How effective these programs are?

Communication audit consists of

Planning and design

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Research and measurement

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Analysis and Reporting

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