Producing An Integrated Producing An Integrated Marketing Communications Marketing Communications

CampaignCampaign

Chapter 10Chapter 10

Campaign PlanningCampaign Planning

Primary research to uncover Primary research to uncover problems campaigns will solveproblems campaigns will solve

Secondary sources provide Secondary sources provide market, company and audiences market, company and audiences statisticsstatistics

Syndicated services - Syndicated services - subscription affiliationssubscription affiliations

Step 1: PurposeStep 1: Purpose

State the problem and State the problem and supporting factssupporting facts

Designate campaign objective Designate campaign objective and durationand duration

Step 2: Situation AnalysisStep 2: Situation Analysis

Industry overviewIndustry overview Corporate historyCorporate history Economic, technological, Economic, technological,

political, social, and legal political, social, and legal environmentsenvironments

Competitive analysisCompetitive analysis

Step 3: SWOT AnalysisStep 3: SWOT Analysis

Strengths of the brandStrengths of the brand Weaknesses of the brandWeaknesses of the brand Opportunities to improve the Opportunities to improve the

brand and correct the brand and correct the weaknesses through weaknesses through promotional effortspromotional efforts

Threats to the brand, usually Threats to the brand, usually from outside sources from outside sources

Step 4: Target AudienceStep 4: Target Audience

Description of demographics, Description of demographics, psychographics, and psychographics, and geographics of audience geographics of audience intended for targetintended for target

Perceptual mappingPerceptual mapping Audience segmentationAudience segmentation

Step 5: Positioning StrategyStep 5: Positioning Strategy

Positioning strategy options:Positioning strategy options: Specific featureSpecific feature BenefitsBenefits Usage occasionUsage occasion User categoryUser category Against other brandsAgainst other brands Number oneNumber one Exclusive Exclusive

Step 6: Structure ObjectivesStep 6: Structure Objectives

Marketing objectivesMarketing objectives Advertising/communication Advertising/communication

objectivesobjectives Media objectivesMedia objectives Promotion/action objectivesPromotion/action objectives

Step 7: BudgetStep 7: Budget

Decide on percentages of budget Decide on percentages of budget allocated to delivery options:allocated to delivery options:

advertising, PR, promotion, etc.advertising, PR, promotion, etc.

Develop a pie chart to indicate Develop a pie chart to indicate share of expenditures for each share of expenditures for each IMC strategy selected in Step 8IMC strategy selected in Step 8

Step 8: IMC MixStep 8: IMC Mix

Select message delivery strategy from Select message delivery strategy from these options:these options:

Media advertisingMedia advertising Product placementProduct placement LicensingLicensing Sponsorship/PRSponsorship/PR InternetInternet PublicityPublicity Promotions/IncentivesPromotions/Incentives Direct responseDirect response

Step 9: Develop Message Step 9: Develop Message StrategiesStrategies

For each consumer aggregate, For each consumer aggregate, determine a message:determine a message:

New users - educational New users - educational messagesmessages

Current users - informational Current users - informational messagesmessages

Competitive users - incentives Competitive users - incentives and persuasive messagesand persuasive messages

Step 10: Set Evaluation Step 10: Set Evaluation CriteriaCriteria Pre-post testsPre-post tests Post-campaign salesPost-campaign sales Contest and sweepstakes Contest and sweepstakes

entriesentries Exit polling from venuesExit polling from venues Attendance measuresAttendance measures Web site hitsWeb site hits Revenue indicatorsRevenue indicators

Global AspectsGlobal Aspects

Delivery systemDelivery system Market regulationsMarket regulations Advertising agencies; agency Advertising agencies; agency

affiliationsaffiliations Campaign scope and brandingCampaign scope and branding Global logics: Global logics:

1.1. CompetitorCompetitor2.2. IndustryIndustry3.3. SizeSize4.4. RegulatoryRegulatory

PBS CampaignPBS Campaign

Programming ProductProgramming Product

Corporate Sponsor Corporate Sponsor Tony Hawk SkateboardsTony Hawk Skateboards

QuestionsQuestions

Discuss the elements of a situation Discuss the elements of a situation analysis.analysis.

What forms of evaluation are What forms of evaluation are important for determining success or important for determining success or failure of a campaign for a failure of a campaign for a destination?destination?

What factors make consumers What factors make consumers around the world similar to one around the world similar to one another? What factors create another? What factors create diversity among consumers in diversity among consumers in different countries?different countries?