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1、Session 2: IMC Planning Process,Stages in IMC Planning Process,Introduction: Review of the Marketing Plan Situation analysis Establish objectives Determine budgets Develop IMC program Implement IMC program Monitor and Evaluate IMC program,Common Objectives,Create and maintain a brand image Increase
2、customer awareness and curiosity change consumers beliefs and attitudes about a brand influence purchase intentions simulate trial use convert one-time users into repeat purchasers switch consumers from competing brands encourage brand loyalty stimulate more frequent use increase sales,Communication
3、 versus Sales Objectives,Sales Objectives based on sales, market share, profit, or ROI Communication Objectives specific communication tasks based on response hierarchy recognizes that sales are not always primary goal,SALES? A Questionable Objective!,Product Quality,Promotion,Distribution,Competiti
4、on,Technology,The Economy,Price Policy,SALES,Inverted Pyramid of Communications Effects,90% Awareness 70% Knowledge 40% Liking 25% Preference 20% Trial 5% Use,Conative,Cognitive,Affective,The DAGMAR Approach,Define Advertising Goals for Measuring Advertising Results,Characteristics of Workable Promo
5、tional Objectives,Establish a Quantitative Benchmark Specify Measurement Methods and Criteria for Success Specify a Time Frame,Budgeting Methods: Top-Down Approaches,The Affordable Method What we have to spare. Whats left to spend. Percentage of Sales Method Set percentage of sales or amount per uni
6、t. Competitive Parity Method Match competitor or industry average spending.,Total Budget Is Approved by Top Management,Bottom-Up Budgeting,Cost of Activities are Budgeted,Activities to Achieve Objectives Are Planned,Promotional Objectives Are Set,Allocating the Budget - Factors to Consider,Client/Agency Policies Market Size Market Potential Market Share Goals Economies of Scale Organizational Characteristics,Elements of a IMC Plan,Executive Summary and Overview Situation Analysis Objectives Budgeting Strategy Evaluation,
