IMC Planning

MKT 3850Dr. Don Roy

IMC Planning Process

1. SituationAnalysis

2. Market Analysis

3. Plan Objectives

4. IMC Strategies

5. Implementation

6. Budget

Objectives: Begin with the End

Objectives = Conclusion or Outcome

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

An Well-Developed Objective “SMACs” Specific

Measurable

Achievable

Challenging

“A goal properly set is partially achieved”

- Zig Ziglar

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

Budgeting Methods

Percentage of sales

Meet competition

Affordability

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

That’s Perfect… but

Concept

Reality