Module 2: IMC and Planning

Overview
As the emphasis on marketing communication increases, a more integrative approach is
required regarding planning, managing, and executing IMC. As part of the overall planning
process, it is critical to segment your broad target market into target market segments
according to their shared needs and wants with respect to their customer characteristics.

IMC planning is essential for the success of any organization and products’ brand because its
objective is to create, maintain and retain customers. Without customers, an organization and
its products’ brand cannot survive. An integrated marketing communication plan explores
and addresses these issues so to avoid them by planning rather than experimentation.

Module 2 covers the following six topics:

 Topic 1: IMC Planning Overview

 Topic 2: IMC Planning, Situation Analysis and SWOT Analysis

 Topic 3: IMC Planning, Targeting and Segmenting

 Topic 4: IMC Planning Positioning

 Topic 5: IMC Planning Process

 Topic 6: IMC Planning Budgeting

Learning Outcomes

After you complete the work in this module, you should be able to:

 Describe IMC planning and the steps in the process.

 Discuss how targeting and segmentation works and why they are important to
IMC.

 Demonstrate how marketing decisions can capitalize on resources by linking

and coordinating them to create IMC plans, programs, and campaigns.

Activity Checklist

This module covers materials from Chapters 3 to 5 of your textbook Advertising &
Promotion: An Integrated Marketing Communications Perspective. All the activities and the
assignment are related to the learning outcomes. It should take you 3 weeks to work through
this module. By the end of Module 2, you will have completed the following activities and
assignment:

✓ Complete and check off the following module activities

 Activity 1: IMC Planning

Activity 2: IMC SWOT Analysis

Activity 3: IMC Segmenting and Targeting

Assignment 2: IMC and Planning

Resources

As you work through this module, in addition to your textbook, you will need to access the
following websites:

 Canadian Marketing Association

 i-Scoop. (na). Customer Experience: Optimizing the digital and social

customer experience. https://www.i-scoop.eu/optimizing-digital-social-
customer-experience/

 Marketing Teacher

 Office of the Privacy Commissioner of Canada

 SBI Consulting Business Intelligence’s VALS Website

Searching Business Article Databases

As you work through the module, you may want to search the TRU library databases for
online articles. If you are looking for information about how to search specific article
databases—including Academic Search Premier, Business Source Premier, CBCA Business,
CBCA Current Events—visit the Distance, Regional & Open Learning Library Services. For
specific information about researching journal articles in the business field, go to TRU
Libraries, LibGuides.
Topic 1: IMC Planning Overview

To speak with one voice, marketers must keep the product’s brand and marketing
communication consistent. This is not possible without developing an integrated marketing
communications plan.

Several other reasons for using IMC planning include the following:

 Provides evidence of what a product’s brand wants to accomplish.

 Informs stakeholders of the objectives, strategies, and tactics that will be
used to achieve the plan.
 Evaluates the strategic roles of marketing communication mix.
 Determines the size and allocation of the IMC budget.
 Ensures the integration of the IMC Campaign Plan and program.
 Introduces organization and coordination to IMC.
 Assists the marketer in maximizing brand impact and profit.

An IMC Campaign Plan is a consistent, coordinated, and integrated series of IMC

communication, media, and messages and a creative concept designed to achieve a specified
set of financial and marketing communications objectives. It is delivered over a particular
period of time, and it is created annually and for each IMC program and campaign.

The IMC planning process is part of the overall planning procedure for an organization. The
first level of planning is at the corporate level; a business plan is developed to establish
strategic priorities, objectives, performance standards, and targets for the organization that
will enable it to generate profitable sales and returns.

The next level of planning is at the department (functional) level. Here the focus is on
building annual operational plans for each department so to ensure each one supports the
organizational objectives.

The third level of planning, the IMC Campaign Plan, focuses on creating a plan for achieving
these objectives through various IMC programs and campaigns.

The fundamental procedures involved in any successful IMC program are the creation and
implementation of an IMC Campaign Plan. As you read about the IMC planning, think about
the barriers that organizations encounter and how they overcome them as they attempt to
create a customer focused IMC Campaign Plan.

The steps in the IMC planning process are covered in the Modules and in the textbook. The
entire planning process includes the following steps:

1. IMC Situation Analysis and SWOT Analysis

2. IMC Targeting and Segmentation
3. IMC Positioning
4. IMC Process
 5. IMC Budgeting
6. IMC Media
7. IMC Messages
8. IMC Creative
9. IMC Measurement Effectiveness

In Module 2, we will learn about the first five steps in IMC planning:

1. IMC Situation Analysis and SWOT Analysis

2. IMC Targeting and Segmentation
3. IMC Positioning
4. IMC Process
5. IMC Budgeting

The remaining four steps in IMC Planning are covered in the Modules 3, 4 and 5.

6. IMC Media
7. IMC Messages
8. IMC Creative
9. IMC Measurement Effectiveness

Activity 1: IMC Planning

In this activity, you will study about the steps in the IMC planning process. You also will
learn about the relationship between objectives, strategies, and tactics, and the role they play
in IMC planning.

Instructions

Part A: Reading

In your textbook, in Chapter 1 “Integrated Marketing Communications,” read pages 19–25.

As you read, think about the barriers that organizations encounter in the IMC planning
process and how they overcome them as they attempt to create a customer-focused integrated
marketing communications plan.

Topic 2: IMC Planning, Situation Analysis and

SWOT Analysis
IMC Situation Analysis

A Situation Analysis is an analysis of current marketplace conditions. The survival or success

of an organization depends on its ability to recognize and act on its current performance in
the environments in which it operates.

The environment in which an organization operates is made up of an internal environment —

staff (or internal customers), organizational capabilities, office technology, wages and
finance, etc. and an external environment—customers, agents and distributors, suppliers,
competitors (direct, indirect, and future). A Situation Analysis obtains information about the
external and internal environment to get a clear understanding of the marketplace and the
organization.

These outside and inside influences shape the IMC plan and summarizes the conditions and
situations that affect IMC objectives, strategies, and tactics. The interplay of these factors
influences the strategy-making process of building an IMC plan. Review the checklist of
questions a marketer might consider when performing a Situation Analysis for an IMC plan.

Figure 2.1: Situation Analysis

Situational analysis: Advertising & Promotion: an integrated marketing communications perspective (Guolla, et al.,
2014)

A good strategy is well matched to all these external and internal considerations. It must also
lead to a sustainable competitive advantage and improved organizational performance.
Although a Situation Analysis does not categorize and prioritize its findings, a SWOT
Analysis does provide this information.

In your textbook, Figure 1-8 “Areas Covered in the Situation Analysis” on page 21 provides a
summary of the information that a marketer needs to research and analyze when developing a
situation analysis for their product and/or organization’s brand.

A sustainable competitive advantage is an advantage on organization has relative to

competing organizations. This advantage can be a core competency that is unique and
difficult to replicate, for example, a feature, attribute, or benefit of a product that is superior
to the competition product. It also can be a brand such as Apple or a patent such as Prozac.

IMC SWOT Analysis

The SWOT Analysis provides marketers with a structured method of examining the
opportunities and threats from its external environment and of identifying an organization’s
strengths and weaknesses from its internal environment that are facing the organization.

External factors cannot be controlled by the organization. As such, they have the potential to
place the product and/or IMC at risk. Threats can be used to determine what to minimize
exposure to in the environment. Opportunities can be used to realize opportunities for profit
and growth for the organization and increase value and benefit for its customers.

Internal factors can be controlled by the organization. Strengths can be used to leverage
resources and capabilities to develop competitive advantage. Weaknesses can be used to
minimize resources and capabilities. The internal factors assist in matching an organization’s
resources and capabilities to competitive environment in which it operates.

Environmental factors are based on the current external trends or developments that might
affect the promotional and marketing communication program.

The identification of these internal, external and environmental factors help to prioritize how,
when and where to address these SWOT factors. However, just establishing these factors is
not enough. Marketers need to determine the marketing mix (4Ps) implication for each
SWOT factor. This means drawing conclusions from each SWOT factor as to its significance
and the effect it may have on a future decision or action.

Prioritizing SWOT Analysis

After you complete the SWOT Analysis, the next step is to prioritize the SWOT factors. This
is done to move from a list of possible action items to identify what is most important to the
product and/or organization’s brand. From there an actual and workable plan can be created
to deal with the most important factor.

When prioritizing the SWOT Analysis consider:

 The damage to brand relationships and brand equity if a weakness or threat is

not addressed

 The benefit if a strength or opportunity is leveraged

 The cost of addressing or leveraging each factor

 The time frame available to address each factor

When prioritizing the SWOT Analysis, you do so for the whole analysis rather than for each
set of factors.
Final Note

An IMC Campaign Plan provides a systematic approach to the development and execution of
an IMC program and campaign. It helps the marketer compete in the marketplace, produce
measurable results, and successfully adjust to marketplace changes.

Activity 2: IMC SWOT Analysis

In this activity, you will complete a SWOT Analysis for each of your chosen product’s brand
two direct product competitors.

Instructions

Part A: Internet Research

Research your two direct product competitors to learn about their external opportunities and
threats and their internal strengths and weakness.

Part B: SWOT Analysis

1. From the information gathered from your Internet Research and from your
answer in Assignment 1, Part 2: Introduction to Product’s Brand Audit,
Question 3, summarize in point form the external opportunities and threats
and internal strengths and weaknesses of your product brand’s two direct
product competitors.

2. Complete the SWOT analysis, by prioritizing it for your two direct product
competitors.

Note

This information will be incorporated into your Final Project‘s IMC Campaign Plan.

Looking Ahead

As part of Assignment 2 (due at the end of Module 2), you will complete a Situation Analysis
and SWOT Analysis for your product’s brand based on the material you have just learned.
For more information about this assignment, go to the "Assessments Overview" tab.

Topic 3: IMC Planning, Targeting and

Segmenting
Targeting, segmentation and positioning play an important role IMC to align the product
and/or organization with the right customers. They are important tools for marketers, since it
assists them to:

 Select communications media and channels more precisely to deliver their

brand messages.
 Prevent wasteful coverage of people outside the target market.
  Create marketing messages that speak to a specific consumer group.

IMC Targeting

An organization takes the following steps to target and its best customers and position its
product, service or idea to meet the customers’ needs and wants and differentiate it from its
direct competitors.
 Determine the customers who make up the broad target market.
 Describe the consumer characteristics and behaviours of the customers who
make up the broad target market.
 Select target market segments from the broad target market.
 Describe each target market segments by using segmentation variables.
 Evaluate and select the primary target market segment (aka. target
audience) from the target market segments.
 Justify the selection of the the target audience.
 Determine the size of the target audience.
 Develop a positioning strategy, map, and statement for the target audience.

Targeting is marketing to a broad group of prospective customers (aka. broad target market)
whose needs and wants match your product ’s brand. This group of customers have the
potential to purchase what you are selling.

It is the first step in identifying a broad target market of customers that can be used as a bases
for segmentation. It also provides a means by which a marketer can aim their efforts at a
broad group of customers and focus their IMC efforts.

IMC Segmentation

Segmentation is the first step toward customer understanding, which in turn enables
organizations to build customer relationships that can become mutually satisfying. The
challenge for marketers is to communicate with customers as a target market and according to
their distinct preferences.

It allows them to find out what kinds of customers with different needs and wants exist. It
classifies customers based on their common consumer characteristics (aka. segmentation
variables).

 When marketers describe the consumer characteristics and behaviours of

their broad target market. They look for consumers within it who share
similar consumer characteristics and who demonstrate similar buying
behaviours. These consumers are grouped together to form target market
segments or subsets of the broad target market.

Segmenting your broad target market into groups of people according to their common
consumer characteristics has many benefits such as the ability to:

 Position products to the needs and wants of a target market.

 Focus IMC on those customers most likely to buy your brand.
  Build customer relationships by offering them the products they want and
need.
 Avoid the least profitable customers.
 Get ahead of the competition in specific areas of the market.
 Manage costs by marketing to targeted customers.

Consider a marketer who groups customers and/or prospects according to similar consumer
characteristics and attempts to sell a product to this segmented group of customers. Now
compare this marketer to one who tries to sell the same product to the world (mass
marketing). Which approach is preferable? Which one will be successful?

The six most important consumer characteristics (aka. segmentation variables) that influence
what people consume and how they respond to IMC are:

 Demographic characteristics
 Psychographic characteristics
 Geographic characteristics
 Geodemographic characteristics
 Technographic characteristics
 Buying behavioural response characteristics

These consumer characteristics are used describe each target market segment.

Demographic Characteristics

Demographic characteristics are observable, definable, and quantifiable statistical

representations of the characteristics of individuals, which include age, gender, ethnicity,
education, income, and occupation.

By gathering and monitoring demographic shifts, marketers are better able to identify and
select market segments, forecast product sales, and select media for reaching target
audience(s).

To learn more about 2019 demographic trends go online and visit the website for the Pew
Research Center. Read the article “6 demographic trends shaping the U.S, and the world in
2019”. How might each of these 6 demographic trends be useful to you in deciding on your
potential target market segments and your decision on your target audience?

Psychographic Characteristics

Marketers realize demographic characteristics alone are often not sufficient for identifying
and satisfying differences in consumer demand. Psychographics explain why
demographically identical people will behave differently and purchase different products.

Psychographic segmentation is a grouping technique that tracks and then divides the market
into groups of people based on their attitudes, interests, opinions, lifestyle, social class, and
personality characteristics.
VALS, a consulting and consumer research service, measures the fundamental psychological
motivations and resources of people. It groups people who share similar motivations and
resources to predict the characteristic consumer choices that each group will make. In
particular, this grouping implies that people in each group share many attributes with others
in the same group. However, it does not imply that they will resemble each other in all their
behaviours.

This type of segmentation assumes the type of products that an individual purchases reflect
her/his characteristics and patterns of living. This segmentation is useful for forecasting and
influencing future behaviours.

Segmentation by psychographic characteristics presents opportunities for better messages and

improved media planning.

Geographic Characteristics

Geographic characteristics identify and divide consumers by the location, size, and
population density of the area in which they live as well as by the climate zone of their living
area. These geographic units divide Canada into smaller units by province, region, postal
code, and neighbourhood. They also distinguish between urban, suburban, rural differences.

Many organizations have regional and national marketing programs that vary their 4 Ps to
meet the needs of different geographic units.

Geodemographic Characteristics

This type of segmentation identifies and divides consumers into geographic clusters in which
individuals have similar demographic and psychographic (lifestyle) characteristics. It is
appropriate to consider different marketing strategies for different provinces, regions, postal
codes, etc.

Technographic Characteristics

Technographic characteristics describe different types of individuals based on the way they
think about (attitudes) technology, their primary motivation for using technology, and how
they use technology.

Buyer Behavioural Response Characteristics

Behavioural response characteristics divide buyers into groups based on their product-related
behaviour, such as knowledge, attitudes, uses, and responses (purchase) to the product.

Buyer behaviour response characteristics include:

 Loyalty of response to product

 Frequency of use of product
 Occasion for use of product
 Benefits sought from product

 Figure 2.2: Segmentation: Target Marketing

 Paul Clark, UBC Okanagan © 2006
Selection of Primary Target Market Segment

After separating the broad target market into its target market segments, marketers evaluate
each target market segments’ consumer characteristics (aka. segmentation variables) by using
the following criteria:

 Similar and Different—Target market segment members that are as similar

as possible within the segment and as different as possible among the other
segments.

 Identifiable—Differentiation of the attributes of the segments must be

measurable so that they can be identified.

 Accessible—Segments must be reachable through communication and

distribution channels.

 Substantial—Segments should be sufficiently large to justify the resources

required to target them.

 Unique needs—To justify separate offerings, segments must respond

differently to different marketing mixes.

 Durable—Segments should be relatively stable to minimize the cost of

frequent changes.

After grading each target market segment, marketers determine which of the target market
segments would be most suitable as the primary target market segment (aka. target audience)
for an IMC campaign.

The best segment will be the most substantial, easiest to reach through media, and potentially
the most profitable and will become the focus of the IMC efforts. The consumer
characteristics of the target audience will direct message creation, media selection and IMC
tool usage.

Size of the Target Audience

After the target audience has been selected, the marketer will determine how many potential
customers are in the marketplace for the chosen target audience.

Influence of Targeting and Segmentation on Positioning

Product and/or organization’s brand positioning follows, and is closely connected to, target
market segmentation. This positioning tells marketers how they can compete most effectively
in a target market segment by understanding the most important needs and wants that the
primary target audience relies on to evaluate competing product’s brands and to make a
purchase decision.
Therefore, positioning needs to be concrete, specific, and meet the needs and wants of the
target market and, at the same time, distinguish the product’s brand from those of its direct
competitors.

Looking Ahead

As part of Assignment 2 (due at the end of Module 2), you will be exploring segmentation
and targeting decisions based on the material you have just studied. For more information
about this assignment, go to the "Assessments Overview" tab.

Activity 3: IMC Segmenting and Targeting

Key to the success of an organization in the contemporary competitive marketplace is the

correct segmentation, targeting, and positioning of its product’s brand in relation to its target
market and direct competition. Thus, segmentation, targeting, and positioning is crucial to
market assessment and market strategy. In this activity, you will learn more about how
organizations segment, target, and position their product’s brand and apply psychographic
techniques.

Instructions

Part A: Internet Research

Each of us is an individual, yet we all have interests, opinions, attitudes, and personality traits
similar to those of other people. As mentioned earlier, VALS research measures the
fundamental psychological motivations and resources of people. It groups people who share
similar motivations and resources to predict how each group will make characteristic choices
as consumers.

Go to the Strategic Business Insights website. Under the heading “About VALS,” click
“VALSTM Types (US Framework)” and review each of the descriptions for all eight VALS
types:

 Innovators

 Thinkers

 Achievers

 Experiencers

 Believers

 Strivers

 Makers

 Survivors
Be sure to also read the below the VALS Framework:

 How individuals relate to a “VALS type.”

 What do we mean by primary motivation and resources?

 What’s your VALS type? Take the survey to find out!

Topic 4: IMC Planning Positioning

Positioning implements targeting and segmentation by deciding the best way to meet the
target audience’s needs and wants with the product and/or organization’s brand and
differentiate the product and/or organization’s brand from the its direct competitors product
and/or organization’s brand.

The positioning for a product and/or organization’s brand needs to create a distinctive value
in the minds of target audience and other stakeholders, which is different from and/or better
than the its direct competitors product and/or organization’s brand.

IMC Positioning

Positioning is an IMC tool that marketers use to reach the primary target audience in a
crowded marketplace. It involves creating and communicating a unique, consistent, and
recognized customer perception about a product’s brand and its image.

There are three steps in the positioning process:

1. Differentiation points
2. Positioning maps
3. Positioning statement

Differentiation Points

Identify the product or organization’s brand differentiation points based on two of its
features, attributes and/or benefits that meet the target audience’s primary needs and wants.

 Product features are all the qualities and characteristics of a product– its
size, shape, materials, and its functionalities and capabilities.
 Product benefits are perceived factors (image, popularity, reputation, etc.)
that satisfies what a customer needs or wants and will directly offer a
solution to that need or want.
 Product attributes are qualities or features of a product that are regarded as
a characteristic of inherent/natural part of something. Attributes usually
represent a manufacturer's or a seller's perspective and not necessarily that
of a customer.

These differentiation points are usually referred to positioning points and occasionally as
competitive or selling points.
Positioning Map

There are two types of positioning maps, the positioning and perceptual maps:

1. The positioning map is based on how the product and/or organization decides to
position itself in the marketplace.
2. The perpetual map is based on who the target audience perceives the position of the
product and/or organization in the marketplace.

Based on the two selected differentiation points, marketers’ position’ one differentiation point
on the vertical axis and the other differentiation point on the horizontal map of the
positioning map or perceptual map.

Next, they position the direct competitors of the product’s brand on the map against two
selected differentiation points. Last, they determine if their brand’s position compares
positively to the competitors or if ‘owns’ the position in the marketplace.

If the selected differentiation points do not compare positively to the competitors or if they do
not ‘own’ the position in the marketplace, then marketers will select two new differentiation
points and start the positioning process again.

Their objective is to create a comparison to their competitors. Marketers will either position a
product close to its competitors’ products, so consumers can make a direct comparison or
they will position the product far from its competitors’ product’s position so they will ‘own’
the position.

The final step is for them to select the best ‘position’ in the marketplace from the various
positioning maps.

In your textbook, in Chapter 6 “Brand Positioning Strategy Decisions,” see examples of

positioning maps with differentiation points for product features on page 127, differentiation
points for product attributes on page 129 and differentiation points for product benefits on
page 130.

Positioning Statement

The positioning statement is one simple sentence easily understood by everyone. It looks like
this:

“To (state the target audience), product’s brand (state the product) is the (state the
positioning/competitive points used in the positioning strategy and as labels on the axis of the
positioning map) that (state the benefit they deliver).”

Positioning and IMC Campaign Plan

 The two selected differentiation points, positioning strategy, positioning

map and statement are the foundation of the IMC program.
They are the building blocks on which the product’s brand image, selling message, creative
concept and media selection are decided for the IMC program.

Positioning and the IMC Campaign Plan will be discussed in more detail in Module 4.

Final Note

Although the target market, segmentation, and positioning decisions are worked on
separately, the interrelationships between them are considered as each one is being
developed.

Segmentation identifies and selects consumers that share similar characteristics to whom the
marketer wants to sell a product. Positioning is how the marketer wants the target market
segment to see the product as compared to the products of competitors.

Topic 5: IMC Planning Process

IMC zero-based planning starts from the beginning rather than on what always has been
done. The process begins without any defined ideas about IMC communication, media and/or
message. It determines objectives and strategies, and develops tactics based on current
product and/or organization’s brand and marketplace conditions.

Three factors that are used extensively throughout the IMC Campaign Plan:

1. Objectives
2. Strategies
3. Tactics

It is very important that you understand the differences among these three factors.

Objectives: WHAT you want to achieve and where you want it to be at some point in the
future.

Strategies: HOW the objectives will be achieved (message and creative approach selection).

Tactics: WHEN the strategies will be executed and the objectives achieved.

It challenges the assumptions that the IMC plans of the preceding year and/or those of
competitors are the best way to accomplish the overall marketing communication objectives.
The IMC plan starts with “a clean slate.”

IMC Objectives

IMC objectives are derived from the SWOT Analysis priorities. These help to address and
leverage the key SWOT Analysis findings and determine what the IMC program should
accomplish.

All IMC objectives must be concrete, specific, measurable and time-specific (start and end
date by month, day and year). They also should be achievable and challenging.
As we work through the course, we will develop three major types of IMC objectives for
your IMC Plan:

1. Communication objectives
2. Media objectives
3. Message objectives

Communication objectives: There are two types of communication

objectives. The first type is called a communication objective and it
describes what you want to say to your target audience. The second type is
called a behavioural objective and it describes what you want your target
audience to do.

In your textbook, in Chapter 5 “Objectives for the IMC Campaign Plan”

read pages 105–106 and 111–119 to learn more about behavioural and
communication objectives.

Media objectives: They describe the target audience coverage, reach and
frequency that set the base for the media types to be used to reach your
target audience.

Message objectives: They describe how you are going to translate your
marketing communication (communication/behavioural) objectives through
the media types into messages through the creative concept to your target
audience.

All three types of objectives, communication, media and messages, are evaluated and
measured after the IMC Campaign Plan has been executed to see if the objectives have been
achieved.

Objectives: WHAT you want to achieve and its desired future performance level.

Strategies

Strategies are a set of activities for achieving objectives that emerge from the examination
and selection of the most relevant elements of each of the 4 Ps—product, price, place
(distribution), and promotion/marketing communication—with the goal to achieve the all
three types of objectives for the IMC plan.

Strategies focus on the expected outcome of the IMC message and creative concept. They
identify how the primary brand benefit solves a consumer’s problems and/or fulfills their
wants.

Ensure that your rationale for each strategy explains why its idea is sound and why it is worth
the resources required to execute it.

Strategies: HOW the objectives will be achieved through the communications message and
creative concept.

Tactics
Tactics are the tasks that provide a framework for the execution of the strategies. They
describe the tasks and responsibilities, set out the time frames for the actions, define when
communications should run, decide on the geographic markets for emphasis, and determine
the frequency of the communications.

Tactics: WHEN the strategies will be executed and the objectives will be achieved.
In summary, objectives are the broad outlines of what you want to accomplish; strategies are
more specific ideas about how to accomplish the objectives; and tactics are the specific
actions that must be taken to execute each strategy. Tactics are the execution details that
bring a strategic idea to life.

Topic 6: IMC Planning Budgeting

IMC Budget

The media budget refers to the amount of money available for a fixed period of time for IMC,
and the details of the allocation of this money to IMC activities and tasks. It includes all the
costs marketers expect to pay for each media types, class and vehicle they employ.

There are two approaches to setting a media budget-top-down and bottom-up. In the top-
down approach, the budget is established at the “top” by senior management and is passed
down to managers. Top-down methods include the following:

1. Affordable

2. Historical

3. Per-cent-of-sales/fixed sum per unit

4. Competitive parity/share of voice spending

5. Return-on-investment

6. Combination of methods

A more effective method of budgeting is offered by a bottom-up approach. In this approach,

specific IMC objectives are established and then budgets are determined based on the costs
required to attain these goals. The most common method is referred to as an objective-and-
task method (also called a task objective method).

You can read more about media budget setting and the top-down and bottom-up approaches
organizations use when establishing a budget for their IMC campaign in your textbook in
Chapter 10 “Media Planning and Budgeting for IMC” on pages 258–262.

Media Budget Allocation

Media budget allocation is the amount of money designated across the media types, classes
and vehicles—offline and online—you will use in your IMC Campaign. This allows for
identification of the monies needed to support and achieve the objectives and strategies
established for the IMC Campaign Plan.

As the development and execution of the IMC Campaign Plan takes place there may be a
need to adjust the media budget and/or the media budget allocations. The budget allocations
should be measured and evaluated on a regular basis to ensure the objectives and strategies
are being achieved.

Summary
IMC planning governs the survival, growth and prosperity of any organization in a
competitive and ever-changing environment. According to American Marketing
Association, “marketing planning is the work of setting up objectives for marketing activity
and of determining and scheduling the steps necessary to achieve such objectives.”

Since an integrated marketing communication plan is a strategic document it can give you
control of your business and help you understand and focus your resources to plan for
success. It can assist you in identifying sources of competitive advantage, reaching your
target audience, increasing your customer base, and ultimately, increasing your sales and
profits. It helps you set clear, realistic, measurable and timely objectives and strategies for
your business.

Although developing an integrated marketing communication plan requires research, time

and commitment, is a very valuable process that can greatly contribute to your business
success.

Assignment 2
Complete Assignment 2 now. Assignment 2 instructions may be found by clicking on the link
below or under the "Assessments Overview" tab. When finished Assignment 2, submit it
your Open Learning Faculty Member for assessment and proceed to Module 3.

Assignment 2: IMC and Planning (15%)

Introduction

This assignment builds on the learning materials, activities, and discussions in Module 2 and
on your first assignment. You begin by preparing a Situation Analysis of the marketplace for
your product’s brand, and then use this analysis to describe its target market, and to identify
the most promising segment in this market as your primary target segment. Next, you conduct
a SWOT Analysis. From your prioritized SWOT, you develop your positioning integrated
marketing communication objectives for the IMC plan.

Note

Depending on your choice of product and its brand and broad target market, you should be
prepared to visit retail outlets and other locations to explore how this brand is reaching its
market. In addition, you also should be prepared to research the websites and social
marketing sites on which it has an online presence. You also may interview colleagues,
friends, and family to determine how the brand is reinforced within the marketplace.

Instructions

Important: In answering the following assignment parts, it is critical to justify your answers.
Grading is weighted heavily in favour of answers that refer back to or reference course
materials including concepts, terms, relevant information, and other outside sources. It is
important to demonstrate your knowledge and understanding of the course materials in your
reasoning about and application of them.

Part 1: Marketplace Situation Analysis (40 marks)

Suggested time: 3 to 3.5 hours

Length: Please write your response in essay and point form and limit your response to 4–5
pages using 1.5 line-spacing.

Questions: Answer the following questions.

Analyze the internal and external influences of the integrated marketing communications
(IMC) of your product’s brand. Refer to the checklist and answer all the questions in Module
2 to consider in your situation analysis.

Your analyses should assess the following areas for your product’s brand:

1. Internal Analysis (10 marks)

o Assessment of firms’ promotion capabilities

o Assessment of firms’ previous promotional programs
o Assessment of firm or brand image
o Assessment product/service strengths and weaknesses
2. External Analysis (10 marks)

o Customer behaviour analysis

o Competitive analysis
3. Environment Analysis (5 marks)
4. What are the marketing mix implications (context of 4 Ps) of your
marketplace Situation Analysis for your product’s brand’s strategy and the
development of your IMC plan? (15 marks)
Part 2: SWOT Analysis Product (15 marks)

Suggested time: 1 to 1.5 hours

Length: Please write your response in essay and point form and limit your response to 1–2
pages using 1.5 line-spacing.

Questions: Answer the following questions.

Product’s Brand

1. From the information analyzed in Parts 1: Questions 1 and 2 above,

summarize in point form the external opportunities and threats and internal
strengths and weaknesses of your product’s brand. (10 marks)
2. To complete the SWOT analysis, prioritize it for your product's brand.
(5 marks)
Part 3: SWOT Analysis Competitors’ Products (20 marks)

Suggested time: 1 to 1.5 hours

Length: Please write your response in essay and point form and limit your response to 1–2
pages using 1.5 line-spacing.

Questions: Answer the following questions.

Direct Competitors’ Product Brands

1. Summarize in point form the external opportunities and threats and internal
strengths and weaknesses of your product’s brand first direct product
competitor. (10 marks)
2. Summarize in point form the external opportunities and threats and internal
strengths and weaknesses of your product’s brand second direct product
competitor. (10 marks)
Part 4: Target Market Segments and Target Audience (20 marks)

Suggested time: 2.0 to 2.5 hours

Length: Please write your response in essay and point form and limit your response to 2–3
pages using 1.5 line-spacing.

Questions: Answer the following questions.

1. From your broad target market, select and describe two target market
segments for your product’s brand. Describe each segment separately by
using the five types of segmentation variables discussed in Module 2. (10
marks)
2. Identify the two most important consumer characteristics for each of the
target market segments. Explain how your product’s brand links to these
particular characteristics. (4 marks)
3. Select the primary target market segment (aka. target audience) and provide
three reasons why you choose this particular target market segment. (6 marks)
Part 5: Discussion 2 Forums (5 marks)

Suggested time: .5–1.0 hours

Length: Please write your response in essay and point form, and limit your response to 1-2
pages using 1.5 line spacing.

Assessment: Your submission will be assessed on the following criteria:

 1. Participation in a discussion in Module 2.
2. Usage of marketing concepts, terms, and words from the course learning
materials in your answers.
3. Depth of insight, analysis, and comprehensiveness.
4. Rationale/support for the conclusions drawn.
Instructions:

Copy and paste your web discussion post, the ad’s URL and include answers to all the
questions, for Module 2, Discussion 2.1—VALS Survey.

1. Post the VALS (“Values and Lifestyles”) major customer group to which you
belong and provide a brief description of the same.
2. What parts of the VALS customer group “fit” you and what parts do not “fit”
you?
3. Based on your VALs customer group describe two ways how a company can
communicate with you.
4. Include your reply to at least two other students’ discussions and comment on
their thoughts presented for this discussion.
Assignment Assessment

This assignment is worth 15% of your final course grade and is marked out of 100 as follows:

Assignment Parts
Part 1: Marketplace Situation Analysis
Part 2: SWOT Analysis Product
Part 3: SWOT Analysis Competitors’ Products
Part 4: Target Market Segments and Target Audience
Part 5: Discussion 2 Forums
Total

Remember, you will be judged by the structure, clarity, presentation, and quality of your
work, which in this case are your assignments and your Final Project. The assignments and
your Final Project are to be prepared and presented in a formal manner suitable for business.

Assignments will be evaluated against the following performance measures:

Content—Address all points of information as outlined in course learning materials in the

Module and the textbook for the assignment. Incorporate specific references to readings,
theories, ideas, and feedback that assisted you in rethinking your experiences and increasing
your awareness of your marketing skills.

Knowledge—Demonstrate your knowledge, understanding, skills and perspectives on the

course learning materials by applying them in the assignment. Ensure you include the IMC
concepts, words, terms, and information from the course learning materials in your answers
in the assignment.
Theory and Practice—Link theory and practice by applying what you learned from the
course learning readings, activities, reflections and discussions. Apply the IMC principles,
practices, and processes you learned in this Module in your assignment. Be thoughtful and
critical in your analyses, conclusions, and recommendations.

Critical Thinking—Use thoughtful and logical thinking to gather, integrate, and analyze the
information in your assignment. Be specific and concrete when demonstrating your
understanding of IMC in the assignment. Support each statement with specific example (s) to
support your comments and observations. Display your ability to draw conclusions from your
findings and analysis, and to apply these in the development of your IMC Campaign Plan.

Structure and Presentation—The assignments are to be prepared and presented in a

formal manner suitable for business. Ensure your assignment is formatted as per the
assignment criteria.

Assignment Structure and Presentation

Be sure to save your assignment as one Word document and name it:

MKTG4481_Lastname_Assign2_CourseCompletionDate.

Submit your assignment to your Open Learning Faculty Member for marking by using
the Add submission button below.

Reminders before submitting the assignment:

Assignment Criteria:

 Put your name, student number, assignment number and your official course
completion date on the cover page of the assignment.
 Submit all parts of the assignment in one (1) Word Document to your Open
Learning Faculty Member.
 Include the questions and questions within the questions (headings and sub-
headings) based on the assignment questions in the assignment.
 Stay within the required length for each assignment. Communications should
be clear, concise and to the point.
 Use 1.5-line spacing throughout the assignment to improve readability for
your Open Learning Faculty Member.
 Provide one-inch (1”) margins in the assignment.
 Use a 12-point font size in the assignment.
 Include numbers on all pages in the assignment.
 Use a spell checker to eliminate spelling errors in the assignment.
 Use grammar checking to avoid grammatical errors such as run-on sentences.
 Cite references, using correct referencing format in the assignment.
 Proofread your work on the screen while you write it and then print a hard
copy and proofread it again. Fix the errors before submitting the assignment.
Assignment Content:
  Answers should not restate the course learning material. Anyone reading your
assignment will be familiar with the course materials therefore you need only
to discuss those facts relevant to your analysis and recommendations.
 Answers from the course learning materials need to include the marketing
concepts, words, terms and phrases.
 Answers from Internet searches, Wikipedia, etc. are not part of the course
learning materials are not eligible for marks.
 Answers lacking meaningful content (i.e., rhetoric) are not eligible for marks.
Academic Integrity:

 Answers from materials outside of the course learning materials that are not
referenced in the assignment are considered plagiarism.
 Plagiarism is cheating and will result in a failure in the assignment and
possibly in the course.
Remember, being clear and concise is important to good communication.

IMPORTANT:

In answering the questions in the assignment, it is critical to emphasize the justification for
each action recommended. The assignment should take into account all of the information
covered in the course learning materials for this module.

Grading is weighted in favour of answers that demonstrate reasoning and application behind
the answers as well as references to course notes, readings, and any outside sources.

Reference all quotations appropriately using APA style (author, date, title, publisher and page
number) and when needed provide website URLs and/or references. Visit the Library
Research 101—Doing Research at a Distance: Citation & Writing Help page for further
information about how to cite resources.

References
Clark, P. (2006). Segmentation: target marketing [Image]. UBC Okanagan

Guolla, M., Belch, G., & Belch, M. (2014). Advertising & Promotion, An Integrated Marketing
Communications Perspective (5th ed.). McGraw-Hill Ryerson Limited.