Please enable JavaScript.
Coggle requires JavaScript to display documents.
Week 2: IMC Planning process - Coggle Diagram
Week 2: IMC Planning process
Planning process
Planning is deciding now what we are going to do later, including when and how to do it
IMC planning is a structures process that links the key organisational and business functions to imc decicion and tactics
IMC planning starts with a review of a marketing plan
Situational analysis
Internal factors
1.Assess organisational IMC capabilities
Review prior programs and results
Asses brand image and imc implications
Strenghts and weaknesses of product or service
Packaging, labelling, image
External factors
Customer analysis (who, what, why, when, where, how)
Competitive analysis (wjo, what why, when, where, how)
Environmental analysis (current trends)
IMC Audit
An in depth research method to evaluate and monitor key IMC processes to see if they are being effectively managed.
It helps to determine gaps between what managers say is being done and what is done
Financial consequences are likely if there are gaps
Strategic integration tool
Strategic integration separates IMC from marketing communications
Integration is assumed but rarely measured
Weighted evaluation tool measures strategic integration by exploring key areas such as:
Strategic alignment
Customer focus
organisational structure, culture and communication
IMC capabilities
Planning for IMC
Strategic marketinf decisions (i.e target market, segmentation and positioning) inform IMC planning
Two planning models guide development of IMC strategy:
Outside in planning
The five step integrated marketing communication (IMC) process
Customer identification from behavioural data
Valuation of customers / prospects
Creating and delivering messages and incentives
Estimating return on customer investment
Budgeting, allocation, evaluation and recycling
zero based planning
Invlves determining what tasks need to be done and which marketing communication functions need to be used and to what extent.
Identify targets
Analyse SWOT
Determine IMC objectives
Develop strategies and tactics
Determine the budget
Evaluate effectiveness