Steps in Designing IMC Campaign

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17 Φεβ 2014 (πριν από 3 χρόνια και 6 μήνες)

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Steps in
Designing

IMC Campaign

Step 1. Situational analysis: Research

&

Analysis

Step 6. Operational decision
-
making:

tactics

Step 3. Setting budget allocations


Step 4.
Setting the objectives


Step 5. Strategic decision
-
making: strategy

Step 2. Identifying the target audiences

Step 7. Campaign Management:

Implementation

Step 8. Campaign evaluation: control


R
esearch & Analysis


A
udiences


B
udget


O
bjectives


S
trategy


T
actics


I
mplementation


C
ontrol

The IMC RABOSTIC Planning
Model

1.
Situational
A
nalysis


Researching the current
environment into which marketing
communications will fit.


“Where we are?...”


“Why are we here?...”



Company analysis


Competitors analysis


Consumer analysis


Market analysis


Product analysis


Problems and opportunities

1.
Situational
A
nalysis

SWOT Analysis


2.
Identify
T
arget
A
udience


Includes assessing the audience’s
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
T
arget
A
udience

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
T
arget
A
udience


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

What resources do we need?

3. Setting the Budget

3. Setting the Budget


Affordable

Based on What the


Company Can Afford


Objective
-
and
-
Task

Based on Determining

Objectives & Tasks, Then

Estimating Costs

Percentage of Sales

Based on a Certain Percentage

of Current or Forecasted Sales

Competitive
-
Parity

Based on the Competitor’s

Promotion Budget



Determining a budget usually involves asking
two very important questions:


How much will it take?


How much do we have?


Six buyer readiness stages


Sales versus communications objectives

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.

Buyer Readiness Stages

Purchase

Conviction

Preference

Liking

Knowledge

Awareness


Types of O
bjective
s?

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 İzmir, Ankara, İstanbul,
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 man’s drink to fashionable
younger person’s 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



How could we get there?


...provides the direction for all those
involved in the campaign to follow

5. Strategic decision
-
making:
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 Daewoo’s
telemarketing database. The complex mix includes retail des
i
gn,
interactive point of sale, sales promotion, direct marketing,
database construction and management, PR and advertising.

Example of IMC Strategy?


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


M
any products, such as business products,
are promoted with a push strategy,
involving personal selling and use of trade
promotions


M
ost consumer products would rely more
heavily on a pull strategy where promotion
is directed at the consumer to stimulate
demand

Producer

Wholesaler

Retailer

Consumer

Producer

Wholesaler

Retailer

Consumer

PUSH STRATEGY

PULL STRATEGY

Product flow

Communication effort

An Illustration

An Illustration


Marketing
Strategies


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

6. Operational decision
-
making:
tactics


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


Product
ion

implementation

7. Implementation


Control stage


Are we getting there?

8. Campaign evaluation

In terms of


Their efficiency


Their effectiveness


Economy

8. Campaign evaluation

Are we getting there?

Control stage


It starts and ends with Research


Methods for evaluating the plan.


Input/learning for next year’s plan


Methods include:


Tracking studies


Attitude, usage, and awareness studies


Creative


Recall


Persuasion

Evaluation


Pretest
-
Post test


Pretests are

conducted before
the advertisements are place
d

in
any medium.


Post

tests
determine
wh
ether

or not the
advertisements have
achieved their
intended objectives.