Imc approach to marketing and advertising planning
IMC APPROACH TO MARKETING AND ADVERTISING PLANNING
• Using the OUTSIDE – IN process, the IMC approach starts with the costumer.• Marketers study what media consumers use, the relevance of their message to the costumers and when costumers and prospects are most receptive to the message.• They begin to the costumer then work back to the brand. ( Because of computer technology, marketers of mass merchandise now have a wealth of information at their fingertips )
SEVEN – STEP IMC PLANNING MODEL (Wang and Schultz)FIRST STEP ( Segmentation Classification ) -Segments the costumer and prospects in the database – either by brand or loyalty or by some other measurable purchase behavior.SECOND STEP ( Brand Connection ) - Analyzes the information or costumers to understand their attitudes, their history and how they enter into contacts with the brand or product. ( in other words, determining the best time, place and situation to communicate with them )
THIRD STEP ( Marketing Objectives ) - planner sets marketing objectives based on this analysisFOURTH STEP ( Brand Behavior Objectives _ - Marketers identify what brand contacts and what changes in attitude are required to support the costumer’s continuance or change of purchase behavior.FIFTH STEP - sets communication objective and strategies for making contact with the consumer and influencing his or her attitudes, beliefs and purchase behavior.
SIXTH STEP - The marketer then can decide what other elements of the marketing mix ( product, price, distribution ) can be used to further encourage desired behavior.SEVENTH STEP - Planner determines what communication tactics to use media advertising, direct marketing, publicity, sales promotion, special events, - to make further contact and influence the consumer’s behavior.
• By following this model, the marketer sets objectives based on an understanding of the needs of the costumer or prospect and of what must be communicated.• All forms of marketing are thus turned into communication, and all forms of communication into marketing.
Advertising Plan• Natural outgrowth of the marketing plan and is prepared in much the same way.
Reviewing the Marketing Plan Organize information from the marketing plan’s situation analysis into four categories. 1. Internal Strength 2. Internal Weakness 3. External Opportunities 4. External Threats
SWOT Analysis - Briefly states the company’s current situation, reviews the target market segments, itemizes the long and short term marketing objectives and sites decisions regarding market positioning and marketing mix.
Setting Advertising Objectives - advertising objective should be specific, realistic and measurable.
The Advertising Pyramid A guide to setting objectives
The Advertising Pyramid Action Desire Conviction Comprehension Awareness
ADVERTISING STRATEGY - blends the elements of the CREATIVE MIX ( target audience, product concepts, communications, media and advertising message )
THE TARGET AUDIENCE : EVERYONE WHO SHOULD KNOW- the target audience, the specific people the advertising will address, is typically larger than the target market
PRODUCT CONCEPT: PRESENTING THE PRODUUCTWhen writing the advertising plan, theadvertising manager must develop a simplestatement to describe the product concept –that is how the advertising will present theproduct to create true statement, theadvertiser first considers how consumersperceive the product then weighs this againstthe company’s marketing strategy
THE COMMUNICATIONS MEDIA:THE MESSAGE DELIVERY SYSTEM - vehicle to transmit the advertiser’s message - They include traditional media such as radio, TV, newspapers, magazines, and billboards plus the internet, and in an integrated communications programs, direct marketing, public relations, special events, sales promotion and personal selling.
THE ADVERTISING MESSAGE:WHAT THE ADVERTISING COMMUNICATES What the company plans to say in its ads and how it plans to say it, both verbally and nonverbally, makes up the advertising message.
ADVERTISING : An investment to future salesAdvertising builds consumer preference andpromotes goodwill. This, in turn, enhances thereputation and value of the company name andbrand, and it encourages the costumers to makerepeat purchasesSo while advertising is a current expense, foraccounting purposes, it is also a long-term capitalinvestment. For management to see advertisingas an investment however, it must understandhow advertising relates to sales and profit