Steps in Designing IMC Campaign Step 1. Situational
Steps in Designing IMC Campaign Step 1. Situational analysis: Research & Analysis Step 2. Identifying the target audiences Step 3. Setting budget allocations Step 4. Setting the objectives Step 5. Strategic decision-making: strategy Step 6. Operational decision-making: tactics Step 7. Campaign Management: Implementation Step 8. Campaign evaluation: control The IMC RABOSTIC Planning Model
Research & Analysis Audiences Budget Objectives Strategy Tactics
Implementation Control 1. Situational Analysis Researching the current environment into which marketing communications will fit. Where we are?... Why are we here?... 1. Situational Analysis
Company analysis Competitors analysis Consumer analysis Market analysis Product analysis Problems and opportunities SWOT Analysis 2. Identify Target Audience
Includes assessing the audiences perceptions of the company, product, and competitors company/product image Affects decisions related to what, how, when, and where message will be said, as well as who will say it Who are we talking to?.. 2. Identify Target Audience 1. Who are my customers? 2. What are they like? 3. What do they buy? 4. Where can I find them? 5. How can I reach them?
2. Identify Target Audience Market segmentation: based on Demographics: age, sex, income, education, occupation etc. Geographic: postcodes, city-town-village, region, climate etc. Geodemographics: where they live-using demographic data to classify neighborhoods Psychographics: values, attitudes, motivations, interest, opinions, hobbies etc. Behavioral: benefits sought, purchase occasion, usage, perceptions and beliefs
Target Audience Women between 25-54 years old Working Salary 30.000$ + Having a child above 12 years old Watching channel ATV Determined Target Audience 3. Setting the Budget What resources do we need? 3. Setting the Budget
Determining a budget usually involves asking two very important questions: How much will it take? How much do we have? Affordable Based on What the Company Can Afford Percentage Percentage of of Sales Sales Based
Competitive-Parity Competitive-Parity Based Basedon onDetermining Determining Based Basedon onthe theCompetitors Competitors Objectives Promotion Objectives&&Tasks,
Tasks,Then Then PromotionBudget Budget Estimating EstimatingCosts Costs 3. Determining Objectives Where do we want to go?... An objective is the goal or aim or end result that one is seeking to achieve. From IMC point of view ; deciding what communications are expected to achieve.
Six buyer readiness stages Sales versus communications objectives Buyer Readiness Stages Awareness Knowledge Liking Preference Conviction Purchase Purchase Types of Objectives? 1. Marketing Objectives:
Refer to sales, market share, distribution penetration, launching a number of new products etc. 2. Communication Objectives: Refer to how the communications should affect mind of the target audience (eg. generate awareness, attitudes, intrest or trial) Marketing Objectives Increase unit sales of product/brand X
by 10 per cent over the next 12 months Increase market share by 5 per cent over the next 8 months Increase distribution penetration from 25 per cent to 50 within 12 months;
Establish a network of distributors covering zmir, Ankara, stanbul, Antalya, Bursa Communications Objectives To increase awareness from 35 percent to 50 per cent within 8 weeks of the campaign launch among 25-45 year-old A, B, C1 women To position the service as the friendliest on the
market within 12-month period among 70 per cent of heavy chocolate users To reposition Tuborg from an old, unfashionable, older mans drink to fashionable younger persons drink over 2 years among 25-45 year-old male drinkers To maintain brand X as the preferred brand (or number one brand) of photocopiers among at
least 50 percent of current Turkish buyers in companies with 500+ employees 5. Strategic decision-making: strategy How could we get there? ...provides the direction for all those involved in the campaign to follow Example of IMC Strategy? Daewoo IMC strategy Position Daewoo as the most customer-focused car company in Turkey. Car buyers are happy with cars but unhappy with dealers. Daewoo must own customer service. This differentiates
Daewoo. Stage1: Build coorporate credibility through TV and motoring press Stage2: Develop Daewoo dialogue, collecting information about likes and dislikes about car ownership. Stage3: Launch brand. This necessitates integration throughout the marketing communications and operational implementation. Advertising will build brand awareness and direct people into Daewoos telemarketing database. The complex mix includes retail design, interactive point of sale, sales promotion, direct marketing, database construction and management, PR and advertising. Marketing Strategies
Strategy that Calls for Spending A Lot on Advertising and Consumer Promotion to Build Up (Pull) Consumer Demand. Strategy
Selected Depends on: Type of Market & Product Life-Cycle Stage Strategy that Calls for Using the Salesforce and Trade Promotion to
Push the Product Through the Channels. Push or Pull Strategy A push strategy directs communication efforts at channel members; a pull strategy directs promotion at the end consumer Many products, such as business products, are promoted with a push strategy, involving personal selling and use of trade promotions Most consumer products would rely more
heavily on a pull strategy where promotion is directed at the consumer to stimulate demand An Illustration Producer Producer Wholesaler Wholesaler Retailer Retailer
Consumer Consumer PULL STRATEGY Product flow Communication effort An Illustration Marketing Strategies 6. Operational decision-making:
tactics What specific activities do we need to get there? Details of strategies What happens, when, and for how much The exact mix of different elements of marketing communications 7. Implementation Day-to-day running or operationalisation of what the plan intended to do when put into action Campaign management stage
7. Implementation Creative implementation Media implementation Production implementation 8. Campaign evaluation Control stage Are we getting there? 8. Campaign evaluation Are we getting there? Control stage In terms of Their efficiency
Their effectiveness Economy Evaluation It starts and ends with Research Methods for evaluating the plan. Input/learning for next years plan Methods include:
Tracking studies Attitude, usage, and awareness studies Creative Recall Persuasion Pretest-Post test Pretests are conducted before the advertisements are placed in any medium. Post tests determine whether or not the
advertisements have achieved their intended objectives.
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