The Imc Plan
This document was uploaded by user and they confirmed that they have the permission to share it. If you are author or own the copyright of this book, please report to us by using this DMCA report form. Report DMCA
Overview
Download & View The Imc Plan as PDF for free.
More details
- Words: 435
- Pages: 9
The IMC Plan
What is an IMC Plan? A framework for developing, implementing, and controlling the organization’s IMC program. It must:
Evaluate the current situation Determine the role of each promotion mix element Develop strategies for each promotion mix element Plan for their implementation Consider how to evaluate results
Integrated Marketing Communications Planning Model Review of marketing plan Promotional program situation analysis Communication Objectives Budget determination Develop integrated marketing communications programs Advertising
Sales promotion
PR/ publicity
Personal selling
Direct marketing
Internet/ interactive
Advertising objectives
Sales promotion objectives
PR/ publicity objectives
Personal selling objectives
Direct marketing objectives
Internet/ interactive objectives
Message strategy
Sales promotion strategy
PR/ publicity strategy
Personal selling strategy
Direct marketing strategy
Internet/ interactive strategy
Integrate and implement marketing communications strategies Monitor, evaluate and control IMC Program © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Review the Marketing Plan Contains important information 1. A situation analysis Contains important information 1. A detailed detailed situation analysis
1. Describes who market 2. marketing objectives 1. Specific Describes who the the target target market is is 2. Specific marketing objectives
2. Describes product positioning strategy 3. marketing strategy and 2. A Describes product positioning strategy 3. A marketing strategy and program program
marketing objectives 4. A for Outlines marketing objectives the 4. Outlines A program program for implementing implementing the strategy strategy
5. 5. Specifies Specifies strategies strategies for for each each marketing marketing mix mix element element © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Conduct the Situation Analysis
Internal Analysis – assesses relevant controllable issues
Firm’s Promotional Capabilities Product/Service Analysis Review of Past Promotional Programs
External Analysis – assesses relevant uncontrollable issues
Customer Analysis Competitive Analysis Environmental Analysis
Set Communication Objectives
Results the firm seeks to accomplish with its promotional program Can only solve message related problems Examples: create awareness; provide information; create an image, develop preferences; stimulate purchase intentions; stimulate trial of new product; remind consumers of old products
Determine Budget Two important questions: What will the promotion cost? How will it be allocated among the different promotional tools?
Develop the IMC Program
Decisions are made regarding the role and importance of each promotion mix element. Must develop objectives, budgets, and strategies for each element (see Figure 1-6) Example – advertising message and media strategies are set
Monitor, evaluate, control
It is important to determine how well the program meets promotional objectives. The final stage is designed to provide feedback concerning the effectiveness of the IMC program. Information is used in subsequent promotional planning.
What is an IMC Plan? A framework for developing, implementing, and controlling the organization’s IMC program. It must:
Evaluate the current situation Determine the role of each promotion mix element Develop strategies for each promotion mix element Plan for their implementation Consider how to evaluate results
Integrated Marketing Communications Planning Model Review of marketing plan Promotional program situation analysis Communication Objectives Budget determination Develop integrated marketing communications programs Advertising
Sales promotion
PR/ publicity
Personal selling
Direct marketing
Internet/ interactive
Advertising objectives
Sales promotion objectives
PR/ publicity objectives
Personal selling objectives
Direct marketing objectives
Internet/ interactive objectives
Message strategy
Sales promotion strategy
PR/ publicity strategy
Personal selling strategy
Direct marketing strategy
Internet/ interactive strategy
Integrate and implement marketing communications strategies Monitor, evaluate and control IMC Program © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Review the Marketing Plan Contains important information 1. A situation analysis Contains important information 1. A detailed detailed situation analysis
1. Describes who market 2. marketing objectives 1. Specific Describes who the the target target market is is 2. Specific marketing objectives
2. Describes product positioning strategy 3. marketing strategy and 2. A Describes product positioning strategy 3. A marketing strategy and program program
marketing objectives 4. A for Outlines marketing objectives the 4. Outlines A program program for implementing implementing the strategy strategy
5. 5. Specifies Specifies strategies strategies for for each each marketing marketing mix mix element element © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Conduct the Situation Analysis
Internal Analysis – assesses relevant controllable issues
Firm’s Promotional Capabilities Product/Service Analysis Review of Past Promotional Programs
External Analysis – assesses relevant uncontrollable issues
Customer Analysis Competitive Analysis Environmental Analysis
Set Communication Objectives
Results the firm seeks to accomplish with its promotional program Can only solve message related problems Examples: create awareness; provide information; create an image, develop preferences; stimulate purchase intentions; stimulate trial of new product; remind consumers of old products
Determine Budget Two important questions: What will the promotion cost? How will it be allocated among the different promotional tools?
Develop the IMC Program
Decisions are made regarding the role and importance of each promotion mix element. Must develop objectives, budgets, and strategies for each element (see Figure 1-6) Example – advertising message and media strategies are set
Monitor, evaluate, control
It is important to determine how well the program meets promotional objectives. The final stage is designed to provide feedback concerning the effectiveness of the IMC program. Information is used in subsequent promotional planning.
