The IMC Planning Process
Communication : Research
Research in IMC
Research Data
Primary Research Approaches
Marketing Research
Communication Research
Data Primer
Data Sekunder
Target-market research
Product-spesific research
Consumer-oriented research
Landscape
Objectives
Objectives
Landscape
Stages
Competitive Analysis
STP
Targeting
Positioning
Segmentation
Marketing Communication Objectives
Marketing Background
Competititve Frame
Communication Objective
Product & Brand Essence
Target Audience
Promise & Consumer Benefit
Toe & Mane
Category Condition
New Challenge
Purchasing Behavior
New Behavior
New Trend
New Regulation
New Movement
New Communication
New prepostition
New Pricing System
New Media Strategy
New Positioning
New Brand Extension
Physical Appearence
Main Features
Main Benefit
Unique Selling Point
Pricing Position
Who
Economic Status
Phsychographics
Consumer Behavior
Media Behavior
Consumer Insight
Laucnching
Retention
Stimulate Trial
Promot New Habit
Stimulate Action
Promote New Feature
Strengthening Image
Tangible
Intangible
Discriminator
Unique Selling Point
Rational
Emotional
Hype
Massive
Grande
Celebration
Personal
Emotional
Hilarious
Kriteria
Responsif
Potensi penjualan
Pertumbuhan memadai
Jangkauan media
Lee & Johnson (2004)
Kasali (2005)
Geografis
Demografis
Behavioralis
Psikografis
Cohort
Teknografi
Unique Selling Proposition
Consumers Mind
The IMC Planning Process
Communication Research
Target Market
Product Positioning
Objectives
Budget
IMC Components
Goals
Deevelop brand awareness
Increase category demand
Change customer beliefs or attitudes
Enhance purchase aactions
Encourage repeat purchase
Build customer traffic
Enhance firm image
Increase market share
Increase sales
Reinforce purchase decisions