IMC planning process.ppt
- 2. Review of Marketing Plan Analysis of Promotional Program Situation Analysis of the communication process Budget determination Develop integrated marketing communication program Advertising Direct marketing Interactive/inter net marketing Sales promotion PR/publicity Personal selling Advertising objectives Advertising strategy Advertising message and media strategy and tactics Direct marketing objectives Direct marketing strategy Direct marketing message and media strategy and tactics Internet marketing message and media strategy and tactics interactive marketing strategy Interactive marketing objectives Sales promotion objectives Sales promotion strategy Sales promotion message and media strategy and tactics PR/ Publicity objectives Sales promotion strategy Sales promotion message and media strategy and tactics Personal selling objectives Personal selling strategy Personal selling message and media strategy and tactics Integrate and implement marketing communications strategies Monitor, evaluate, and control integrated marketing communications program
- 3. Review of Marketing plan Examine overall marketing plan and objectives Role of adverting and promotion Competitive analysis Assess environmental influences
- 4. Analysis of promotional program situation Internal analysis Promotional department organization Firm’s ability to implement promotional program Agency evaluation and selection Review of previous program results
- 5. External analysis Consumer behavior analysis Market segmentation and target marketing Market positioning
- 6. Analysis of communications process Analyze receiver’s response processes Analyze source, message, channels factors Establish communication goals and objectives