This document discusses marketing and integrated marketing communications (IMC) planning. It describes the top-down and bottom-up approaches to planning, as well as components of the marketing plan and IMC plan. The marketing plan assembles facts about the organization and lays out strategies and tactics to achieve goals and objectives. The IMC approach differs by mixing marketing and communications plans and starting with the customer. Budgets can be determined through percentages of sales, maintaining market share, or defining objectives and costs.

1. Marketing & IMC Planning

2. Chapter Overview
Describes the process of marketing
and advertising planning…
top-down, bottom-up, and IMC

3. Chapter overview
 How to strategically plan using the marketing plan
 Different approaches to planning by organizations
 Discuss the components of IMC planning
 Different ways of determining the IMC budget

4. The Marketing Plan
 The Marketing Plan assembles relevant facts about the organization, its
markets, products, services, customers, competition, and so on.
 Lists goals & objectives for specific periods of time
 Lays out precise strategies & tactics to achieve them
 While planning is ongoing, the document should be reviewed & revised yearly
 Approach can be top-down or bottom-up

5. Contents of the marketing plan
State the organization’s mission
Assess the current marketing situation
Identify factors that hinder or help
achievement of marketing objectives
Describe strategies to achieve objectives
State how the strategy will be implemented
Explain how marketing efforts will be evaluated
Propose a marketing budget

6. Top Down Approach
Marketing Tactics
specific short-term actions to support strategy
Marketing Strategy
how to achieve the objectives
Marketing Objectives
goals of the marketing effort
Situation Analysis
the organization’s situation & how it got there

7. Situation Analysis
 Assessment of your clients current situation
 The industry
 The company
 Product or service
 Market share
 Competition
 Sales history
 Distribution
 Pricing policy
 Factual statement of the
organization's situation and how it
got there
SWOT analysis
Uses situation analysis to point out
strengths, weaknesses,
opportunities & threats

8. Marketing Objectives
Brand recognition
Benefit understanding
Positive attitudes
Buy intentions
Sales volume
Gross profits
Distribution points
Market share
Sales Target
Objectives
Communication
Objectives

9.  Marketing strategy: how the company will achieve its
marketing
objectives
 Define the target market
 Positioning the product : Attributes, quality, product user,
competition
 Marketing mix
Marketing tactics: Specific short-term actions to be taken

10. Tactical Approach: “Bottom
up “
Situation Results
Marketing
Objectives
Marketing Tactics

11. IMC approach to marketing
 Differs from the traditional process by
mixing marketing and communication plan
together
 Outside - In Approach
 IMC activities begin with customer and work
back to brand
1. Segmentation classification
2. Brand connection
3. Marketing objective
4. Brand behavior objective
5. Communication objectives and
strategy
6. Marketing communication tools

12. The Advertising Plan
 Review the Marketing Plan
 Create a SWOT analysis from the situation analysis
 Setting Advertising Objectives
 Advertising Objectives should be specific, realistic, and measurable
 Understanding what advertising can do
 Marketing sells, Advertising tells
 Advertising Objectives are communication related
7-12

13. The Advertising Plan Setting Objectives
 The Advertising Pyramid (learn – feel – do)
Action
Desire
Conviction
Comprehension
Awareness
those who buy or take some form of action
desire for the product
conviction and belief in the product
understanding the product
awareness of the product
7-13

14. The Advertising Plan: New Model
Feedback circle replaces the IMC pyramid

15. Strategy & the Creative Mix
Target
Audience
Product
Concept
Communications
Media
Advertising
Message

16. Strategy & the Creative Mix

17. IMC Budget approach
• Percentage of sales last year, anticipated year or
combination of both
Percentage of sales
• To maintain a certain market share the company
allocates share of IMC a little a head of market share
Share of market/share f voice
• Defining objectives, determining strategy and
determining cost to execute them.
Objective/task Method