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    The IMC Plan

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    zahid_laghari
    A framework for developing, implementing, and controlling the organization's IMC Program. An IMC plan must: evaluate the current situation Determine the role of each promotion mix element develop strategies for their implementation. A marketing plan must include A detailed situation analysis, A marketing strategy and program, and A budget.

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    The IMC Plan

    Uploaded by

    zahid_laghari
    6K views9 pages
    A framework for developing, implementing, and controlling the organization's IMC Program. An IMC plan must: evaluate the current situation Determine the role of each promotion mix element develop strategies for their implementation. A marketing plan must include A detailed situation analysis, A marketing strategy and program, and A budget.

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    © Attribution Non-Commercial (BY-NC)

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    A framework for developing, implementing, and controlling the organization's IMC Program. An IMC plan must: evaluate the current situation Determine the role of each promotion mix element develop strategies for their implementation. A marketing plan must include A detailed situation analysis, A marketing strategy and program, and A budget.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    6K views9 pages

    The IMC Plan

    Uploaded by

    zahid_laghari
    A framework for developing, implementing, and controlling the organization's IMC Program. An IMC plan must: evaluate the current situation Determine the role of each promotion mix element develop strategies for their implementation. A marketing plan must include A detailed situation analysis, A marketing strategy and program, and A budget.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
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    You are on page 1of 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

    Sales PR/ Personal Direct Internet/


    Advertising
    promotion publicity selling marketing interactive

    Advertising Sales PR/ Personal Direct Internet/


    promotion publicity selling marketing interactive
    objectives objectives objectives objectives objectives objectives

    Message Sales PR/ Personal Direct Internet/


    promotion publicity selling marketing interactive
    strategy strategy strategy strategy strategy 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

    1.
    1. A
    A detailed
    Contains
    detailed
    Contains situation
    important
    important analysis
    information
    situation analysis
    information

    2.
    1. Specific
    1.
    2. Describes
    Specific marketing
    who
    who the
    marketing
    Describes objectives
    the target market
    market is
    objectives
    target is

    3.
    2. A
    2.
    3. A marketing
    Describes
    marketing
    Describes strategy
    product
    strategy
    product and
    and program
    positioning strategy
    program
    positioning strategy

    4. A
    A program
    4. Outlines
    program
    Outlines for
    for implementing
    marketing
    marketing objectives the
    objectives
    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.

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