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Integrated Marketing Communications Planning

Integrated Marketing Communications Planning. Hifni Alifahmi Email: alifahmi21@yahoo.com & fahmi@spiritmarcom.com. IMC Planning Model. Review of marketing plan. Analysis of promotional program situation. Belch & Belch, 2007: 28. Analysis of communications process. Budget determination.

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Integrated Marketing Communications Planning

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  1. Integrated Marketing Communications Planning Hifni Alifahmi Email: alifahmi21@yahoo.com & fahmi@spiritmarcom.com

  2. IMCPlanningModel Review of marketing plan Analysis of promotional program situation Belch & Belch, 2007: 28 Analysis of communications process Budget determination Develop integrated marketing communications program Personal Selling Interactive Marketing Sales Promotions Advertising Direct Marketing PR/Publicity Direct Marketing O & S Sales Promotions O & S Personal Selling O & S PR/Publicity O & S Interactive Marketing O & S Advertising O & S Advertising MMST Direct Marketing MMST Sales Promotions MMST PR/Publicity MMST Personal Selling MMST Interactive MMST Integrate and implement marketing communications strategies Monitors, evaluate, and control integrated marketing communications program O & S = Objectives & Strategy MMST = Message & Media Strategy & Tactics

  3. IMC Planning – 01 Source: Belch & Belch, 2007: 29

  4. IMC Planning – 02 Analysis ofPromotional Program Situation Belch & Belch, 2007: 29

  5. IMC Planning – 03 Source: Belch & Belch, 2007: 29

  6. IMC Planning – 04 Source: Belch & Belch, 2007: 29

  7. Budgeting Approaches Bottom-up Budgeting(Build-up Approaches) Top-Down Budgeting Top managements set the spending limit Promotion objectives are set Activities needed to achieve objectives are planned Promotion budget set to stay within spending limit Cost of promotion activities are budgeted The Affordable Method Arbitrary Allocation Percentage of Sales Competitive Parity Return on Investment (ROI) Total promotion budget is approved by top management Objective & Task Method Payout Planning Quantitative Models Belch & Belch, 2007: 216

  8. The Objective & Task Method Establish objectives (create awareness of new product among 20% of target market Determine specific tasks (advertise on market area TV & radio stations and in major newspapers) Estimate costs associated with tasks (TV ad $575,000, radio ad $225,000, NP ad $175,000) Belch & Belch, 2007: 224

  9. Develop IMC Program:– 05 Objectives & Strategy– 06 Message & Media Strategy Source: Belch & Belch, 2007: 29

  10. Matrix for Communications Objectives Source: Guy Masterman & Emma H. Wood, 2006:41

  11. Communication EffectsModels and Objectives Wood & Masterman, 2006

  12. The San Diego Zoo Objectives Belch & Belch, 2007: 210

  13. IMC Planning – 07 Belch & Belch, 2007: 29

  14. IMC Planning – 08 Belch & Belch, 2007: 29

  15. The Four Evolutionary Stages of IMC Stage 4: Financial and Strategic Integration Stage 3: Application of Information Technology Stage 2: Redefining Scope of Marketing Communication Stage 1: Coordination of Tactical Communication Efforts Source: Don Schultz & Heidi Schultz, IMC- The Next Generation, 2004: 22.

  16. Eight Guiding Principles of IMC • Become a Customer-Centric Organization • Use Outside-in Planning • Focus on the Total Customer Experience • Align Consumer Goals with Corp Objectives • Set Customer Behavior Analysis • Treat Customer as Assets • Streamline Functional Activities • Converge Marketing Communication Activities Source: Don Schultz & Heidi Schultz, IMC- The Next Generation, 2004.

  17. The Five Steps of IMC Planning Process 1. Identify customers and prospects 5. Budgeting, allocation, and evaluation 2. Valuation of customers/prospects IMC 4. Estimating return on consumer investment 3. Creating and delivering messages and incentives Source: Don Schultz & Heidi Schultz, IMC- The Next Generation, 2004: 69.

  18. The Five Stepsof IMC Planning Process Source: Don Schultz & Heidi Schultz, IMC- The Next Generation, 2004.

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