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IMC Planning

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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


1
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

2
Strategic Planning
  • Strategic planning is a process of developing and
    maintaining a fit between the organizations
    goals and capabilities and changing market
    opportunities.
  • 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
    objectives.
  • Annual MC plans are generally composed of a
    campaign.

3
Relative Impact and Longevity of Planning
Decisions
4
How Planning Works
  • Three critical tasks in planning
  • Setting measurable objectives
  • Deciding on strategies
  • Choosing tactics

5
Cascading Objectives and Strategies
6
The Zero-based Planning Process
  • Zero-based planning determines objectives and
    strategies based on current brand or marketplace
    conditions.
  • 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.

7
Step 1 Analyze SWOTS
  • A SWOT analysis is a
  • Structured evaluation of internal situations
    (strengths and weaknesses) and external
    situations (opportunities and threats).

8
SWOT-based Campaign Planning
9
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
    leveraged.
  • Cost of addressing or leveraging each SWOT.
  • Time company has to address or leverage each
    SWOT.

10
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.

11
The ENVOYs Prioritized SWOTS
12
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
    segment.

13
Step 3 Determining MC Objectives
  • Measurable objectives determine what MC programs
    should accomplish.
  • Objectives help address and leverage key SWOT
    findings.
  • Two types of objectives
  • Communication
  • Behavioral

14
Hypothetical Communication versus Behavioral
Objectives
15
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.

16
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
    as
  • Percentage-of-sales
  • Objective and task
  • Share-of-category spending
  • Return on investment (ROI)

17
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
    between.
  • Coordinating the timing between marketing,
    production, and sales is important.
  • Time and coordination go together, and are
    critical elements of integration.

18
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.

19
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
    feedback.

20
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

21
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
    stakeholders.
  • In order to create customer focus, it is
    necessary that everyone play from the same score.
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