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IMC Planning


IMC Planning Knowing the Score In IMC, a plan is similar to a musical score. The IMC plan details which marketing communications and media should be used, at which ... – PowerPoint PPT presentation

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Title: IMC Planning

IMC Planning
  • Knowing the Score
  • In IMC, a plan is similar to a musical score.
  • The IMC plan details which marketing
    communications and media should be used, at which
    times, and to what extent.
  • The purpose is to direct the various instruments
    in the orchestra to make music rather than noise.
  • All good plans include
  • Objectives
  • Strategies
  • Tactics

Strategic Planning
  • Strategic planning is a process of developing and
    maintaining a fit between the organizations
    goals and capabilities and changing market
  • A corporate or business plan states a companys
    financial objectives and strategies for achieving
    those objectives.
  • A marketing plan is a set of objectives (what),
    strategies (how), and tactics (actions)
    orchestrating marketing activities designed to
    help the company achieve its financial
  • Annual MC plans are generally composed of a

Relative Impact and Longevity of Planning
How Planning Works
  • Three critical tasks in planning
  • Setting measurable objectives
  • Deciding on strategies
  • Choosing tactics

Cascading Objectives and Strategies
The Zero-based Planning Process
  • Zero-based planning determines objectives and
    strategies based on current brand or marketplace
  • Zero-based planning means starting from the
    beginning to make a plan, rather than what has
    always been done.
  • There are eight steps in this process.

Step 1 Analyze SWOTS
  • A SWOT analysis is a
  • Structured evaluation of internal situations
    (strengths and weaknesses) and external
    situations (opportunities and threats).

SWOT-based Campaign Planning
Prioritizing SWOTS
  • Once the SWOTs have been identified, they need to
    be prioritized, based on criteria such as
  • Realistic damage to brand relationships and brand
    equity if a weakness or threat is not addressed.
  • Realistic benefit if a strength or opportunity is
  • Cost of addressing or leveraging each SWOT.
  • Time company has to address or leverage each

Account Planning
  • Account planning means using research and brand
    insights to bring a strong consumer to the
    planning of marketing communication.
  • Account planners write briefs that summarize the
    research and the insights for the creative team.

The ENVOYs Prioritized SWOTS
Step 2 Analyzing Targets and Relationships
  • Step 2 in the zero-based planning process is to
  • Identify the key customer and prospect segments
  • Identify the brands relationship with each key

Step 3 Determining MC Objectives
  • Measurable objectives determine what MC programs
    should accomplish.
  • Objectives help address and leverage key SWOT
  • Two types of objectives
  • Communication
  • Behavioral

Hypothetical Communication versus Behavioral
Step 4 Developing Strategies and Rationales
  • Developing strategies involves
  • Identifying the key problem to be solved
  • Selecting the most relevant MC mix to help
    achieve objectives
  • Creating of seeing the big idea
  • Identifying the best media mix
  • Rationales explain why the strategy ideas are
    sound and why they are worth the resources
    invested in them.

Step 5 Budgeting
  • The next step in the zero-based planning process
    is to develop a budget and determine how it will
    be divided among MC functions.
  • Companies use a combination of methods to
    determine how much MC money they will need, such
  • Percentage-of-sales
  • Objective and task
  • Share-of-category spending
  • Return on investment (ROI)

Step 6 Timing and Scheduling
  • Timing and scheduling determine which media
    placements, promotional programs, and other MC
    activities should happen first or last or in
  • Coordinating the timing between marketing,
    production, and sales is important.
  • Time and coordination go together, and are
    critical elements of integration.

Step 7 Test Marketing MC Mixes
  • Since MC causes and effects are constantly
    changes and are different for each category, the
    only way to know whether or not something will
    work is to try it.

Step 8 Evaluating Effectiveness
  • A campaign is evaluated based on how well it met
    its objectives.
  • Research is done to determine is there is a
    change in awareness or perception.
  • IMC evaluations must also include measures of
    relationship strengths in addition to the usual
    sales, share, and awareness measures.
  • IMC differs from traditional marketing
    communication in its emphasis on continuous

Internal Communication Systems
  • In order to make internal marketing work, a
    company must establish systems of communication
    that makes internal employee dialogue possible. 
  • New communication technologies include
  • Intranets
  • Extranets

Playing From the Same Score
  •  An integrated marketing plan defines the way a
    company does business.
  • Creating a customer and stakeholder focus rather
    than department focus, allows a company to build
    and maintain long-term relationships with its
  • In order to create customer focus, it is
    necessary that everyone play from the same score.