This document outlines the integrated marketing communications (IMC) approach and seven-step planning model. It begins with understanding customers, then works backwards to the brand. The seven steps include segmenting customers, understanding brand connections, setting objectives, identifying required changes in attitudes, setting communication strategies and tactics, and determining other marketing mix elements. The document also discusses developing an advertising plan by reviewing the marketing plan, conducting a SWOT analysis, setting advertising objectives, and blending elements of the creative mix like target audience, product concept, media, and advertising message.

1. IMC APPROACH TO MARKETING
AND ADVERTISING PLANNING

2. • 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 )

3. 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 )

4. THIRD STEP ( Marketing Objectives )
- planner sets marketing objectives based on this
analysis
FOURTH 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.

5. 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.

6. • 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.

7. THE ADVERTISING PLAN

8. Advertising Plan
• Natural outgrowth of the marketing plan and
is prepared in much the same way.

9. 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

10. 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.

11. Setting Advertising Objectives
- advertising objective should be
specific, realistic and measurable.

12. The Advertising Pyramid
A guide to setting objectives

13. The Advertising Pyramid
Action
Desire
Conviction
Comprehension
Awareness

14. ADVERTISING AGENCY and THE
CREATIVE MIX

15. ADVERTISING STRATEGY
- blends the elements of the CREATIVE MIX
( target audience, product
concepts, communications, media and
advertising message )

16. THE TARGET AUDIENCE : EVERYONE
WHO SHOULD KNOW
- the target audience, the specific people the
advertising will address, is typically larger than
the target market

17. PRODUCT CONCEPT: PRESENTING THE
PRODUUCT
When writing the advertising plan, the
advertising manager must develop a simple
statement to describe the product concept –
that is how the advertising will present the
product to create true statement, the
advertiser first considers how consumers
perceive the product then weighs this against
the company’s marketing strategy

18. 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.

19. 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.

20. ADVERTISING : An investment to
future sales
Advertising builds consumer preference and
promotes goodwill. This, in turn, enhances the
reputation and value of the company name and
brand, and it encourages the costumers to make
repeat purchases
So while advertising is a current expense, for
accounting purposes, it is also a long-term capital
investment. For management to see advertising
as an investment however, it must understand
how advertising relates to sales and profit