Chapter Perspective

1. 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 the direct the various instruments in the orchestra to make music rather than noise. All good plans include: Objectives Strategies Tactics Chapter Perspective

2. Traveling With an Envoy

3. Strategic planning is a process of developing and maintaining a fit between the organization’s goals and capabilities and changing market opportunities. A corporate or business plan states a company’s financial objectives and strategies for achieving those objectives. New companies must also have a business model. A marketing plan is a set of objectives, strategies, and tactics orchestrating marketing activities designed to help the company achieve its financial objectives. Annual MC plans are generally composed of a campaign. Strategic Planning

4. Figure 6-1, p.198 Relative Impact and Longevity of Planning Decisions

5. How Planning Works Three critical tasks in planning: • Setting measurable objectives • Deciding on strategies • Choosing tactics

6. Figure 6-2, p.201 Cascading Objectives and Strategies

7. 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.

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

9. Figure 6-3, p.204 SWOT-based Campaign Planning

10. 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.

11. 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. Account Planning

12. The ENVOY’s Prioritized SWOTS Figure 6-4, p.209

13. Step 2:Analyzing Targets and Relationships Identify the key customer and prospect segments • Identify the brand’s relationship with each key segment. To what extent do they: • Trust brand • Are satisfied • Perceive company as consistent (service/product) • Perceive company as accessible. • Perceive company as responsive • Feel company is committed to customers. • Have an affinity toward company. • Like the the company.

14. Nike Exhibit 6-7, p.211

15. 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 – Awareness, Interest, Desire • Behavioral -- Action

16. Figure 6-5, p. 214 Hypothetical Communication versus Behavioral Objectives

17. Step 4:Developing Strategies and Rationales Developing strategies involves: • Identifying the key problem to be solved • Selecting the most relevant MC tools to help achieve objectives • Creating 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.

18. 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) – ratio of spending to sales and profits

19. 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. Develop an IMC Chart Step 6: Timing and Scheduling

20. Step 7: Test Marketing MC Mixes Since MC causes and effects are constantly changing and are different for each category, the only way to know whether or not something will work is to try it.

21. Step 8: Evaluating Effectiveness • A campaign is evaluated based on how well it met its objectives (see chapter 21!). • 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.

22. 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