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Chapter 19

The Integrated Campaign

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The Structure of a Campaign Plan

A campaign, whether advertising or IMC, is a complex set of interlocking, coordinated activities.It is designed strategically to meet a set of objectives and solve some critical problem.It is a short-term plan that usually runs for a year or less.A campaign may: Focus on one specific product attribute or one audience,

or May cover a variety of attributes and reach all the

audiences.

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Executive Summary

Summary of information in the marketing plan

Summary of advertising objectives

Summary of advertising strategy

Summary of the budget

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I. Situation Analysis I. Situation Analysis

VII. The Appropriation and BudgetVII. The Appropriation and Budget

The IMC Campaign Outline (Tab. 19.2)

II. SWOT Analysis

III. Campaign Strategy

IV. Communication Strategy

V. Media Plan

VI. Marketing Communication Activities

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What is Integrated Marketing Communications (IMC)?

Integrated Marketing Communications is the practice of unifying all marketing

communication tools and corporate and brand messages to communicate in a consistent way to and with stakeholder audiences. It is more complex because

it considers more message sources, more communication tools, and more

audiences.

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EmployeesEmployees

InvestorsInvestors FinancialCommunityFinancial

Community

GovernmentRegulators

GovernmentRegulators

Maintaining Consistent Communications to All Stakeholders is Difficult and Works Only If a Company or Brand Has a

Focused Business Philosophy or Mission, Clearly Understood Core Values, and a Strong Corporate Culture.

Stakeholder Audiences

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Product & Company Product & Company

Consumer & Stakeholder Consumer & Stakeholder

Market AnalysisMarket Analysis

Competitive AnalysisCompetitive Analysis

Industry AnalysisIndustry Analysis

Marketplace AnalysisMarketplace Analysis

I. Situation Analysis

The Most Important

Research Areas Are:

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Practical Tips # 1Conducting Research for a Situation

AnalysisConduct product and company research.

Conduct consumer and stakeholder research.

Analyze the market.

Analyze the competitive situation.

Analyze the industry.

Analyze the marketplace.

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InternalFactors:

Strengths &Opportunities

InternalFactors:

Strengths &Opportunities

External Factors:

Weaknesses & Threats

External Factors:

Weaknesses & Threats

ProblemIdentification

ProblemIdentification

II. SWOT Analysis

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III. Campaign Strategy

Key Strategic Decisions that Will Guide the Campaign.

Key Strategic Decisions that Will Guide the Campaign.

Objectives are Used to Guide the Development of the Campaign’s Strategy by Stating its Goal.

Objectives are Used to Guide the Development of the Campaign’s Strategy by Stating its Goal.

Target Audiences are Identified.Target Audiences are Identified.

Positioning Strategy Usually Remains the Same,But Must be Accounted For in the Strategy.

Positioning Strategy Usually Remains the Same,But Must be Accounted For in the Strategy.

Scheduling StrategyLaunch, Continuing Campaign, and the Close.

Scheduling StrategyLaunch, Continuing Campaign, and the Close.

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MessageDevelopment

Research

Copy TestingIs Used to

Evaluate thePotential of

Various MessageApproaches.

MessageDevelopment

Research

Copy TestingIs Used to

Evaluate thePotential of

Various MessageApproaches.

Creative Theme

Big Idea isTested.

Campaign ThemeShould Create

Synergy.

Slogans CanHelp.

Creative Theme

Big Idea isTested.

Campaign ThemeShould Create

Synergy.

Slogans CanHelp.

Creative TacticsAnd Executions

Divided IntoTwo Steps:

1. What the Message Says.

2. How theMessage WillBe Executed.

Creative TacticsAnd Executions

Divided IntoTwo Steps:

1. What the Message Says.

2. How theMessage WillBe Executed.

IV. Communication Strategy

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What the Brand Says

What the Brand Says

How the CompanyPerforms

How the CompanyPerforms

What People Say About the Brand &

Company

What People Say About the Brand &

Company

Synergy Means the Whole Is Greater Than the Sum

of Its Parts.

Considers Company MissionAnd Its Performance.

Synergy Means the Whole Is Greater Than the Sum

of Its Parts.

Considers Company MissionAnd Its Performance.

Creating Synergy

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Media PlanThe media mix is created by selecting the best combination of media vehicles, non-traditional media, and marketing communication tools to reach the targeted stakeholder audiences.

The media plan includes: Media objectives (reach,frequency), Media strategies (targeting, continuity, timing), Media selection (specific vehicles), Geographic strategies, Schedules, and the Media budget.

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Key Part is to Measure a Brand’s Effectiveness Against

Its Stated Objectives.

Key Part is to Measure a Brand’s Effectiveness Against

Its Stated Objectives.

Prepare a Proposal Stating How the Campaign will be

Evaluated.

Prepare a Proposal Stating How the Campaign will be

Evaluated.

Evaluation May be the Most Important Step in an

Advertising Campaign.

Evaluation May be the Most Important Step in an

Advertising Campaign.

Evaluating the Campaign Plan