IMC Planning MKT 3850 Dr. Don Roy. IMC Planning Process 1.Situation Analysis 2. Market Analysis 3....
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Transcript of IMC Planning MKT 3850 Dr. Don Roy. IMC Planning Process 1.Situation Analysis 2. Market Analysis 3....
IMC Planning Process
1. SituationAnalysis
2. Market Analysis
3. Plan Objectives
4. IMC Strategies
5. Implementation
6. Budget
IMC Objectives
Communication Brand awareness Change beliefs Shape brand
image Influence
attitudes
Marketing Increase sales Add customers Increase market
share Add subscribers
Marketing Objectives: Realistic?
Sales
Pricing Quality
Technology Competition
DistributionEconomy
Promotion
What Do You Think?
Open 10 new retail accounts by November 30.
Increase brand awareness Spend $5000 on search engine ads
during Quarter 3. Create a brand image of “trendy”
among 40% of target market by December 31.
Budgeting
"American advertisers rely on 'essentially illogical' approaches
to determine their advertising budgets."
- Michael Schudson
Problems with Budgeting
Communication objectives are not basis of budget
Brand-building needs not a priority
Budget may be too small for the brand
Budget may be too large for the brand
An Alternative: Objective and Task
Set objectives
Develop strategies and tactics to achieve objectives
Put $ cost on activities needed