Scribd Logo
Upload

Welcome to Scribd!

  • Road Map

    Uploaded by

    Mona Wahba Madkour
    18 views5 pages
    The document outlines the steps in an integrated marketing communications (IMC) planning model. It involves analyzing the promotional program situation, developing an IMC program, and creating a media plan. The key steps are analyzing internal and external factors, determining objectives and budgets for advertising, direct marketing, digital marketing, PR, and personal selling. Communication strategies and channels are selected before allocating the tentative budget across different tactics like websites, email, social media, print ads and broadcast.

    Original Description:

    how to write IMC planning model

    Original Title

    road map

    Copyright

    © © All Rights Reserved

    Available Formats

    PPTX, PDF, TXT or read online from Scribd

    Did you find this document useful?

    Is this content inappropriate?

    Report this Document
    The document outlines the steps in an integrated marketing communications (IMC) planning model. It involves analyzing the promotional program situation, developing an IMC program, and creating a media plan. The key steps are analyzing internal and external factors, determining objectives and budgets for advertising, direct marketing, digital marketing, PR, and personal selling. Communication strategies and channels are selected before allocating the tentative budget across different tactics like websites, email, social media, print ads and broadcast.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as pptx, pdf, or txt
    18 views5 pages

    Road Map

    Uploaded by

    Mona Wahba Madkour
    The document outlines the steps in an integrated marketing communications (IMC) planning model. It involves analyzing the promotional program situation, developing an IMC program, and creating a media plan. The key steps are analyzing internal and external factors, determining objectives and budgets for advertising, direct marketing, digital marketing, PR, and personal selling. Communication strategies and channels are selected before allocating the tentative budget across different tactics like websites, email, social media, print ads and broadcast.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as pptx, pdf, or txt
    of 5

    IMC Planning Model

    Review of Marketing
    Plan

    Analysis of
    Promotional Program
    Situation

    Analysis of
    Communication
    Process

    Budget
    Determination

    Develop Integrated
    Marketing
    Communications
    Program

    Communication
    Objectives

    Tentative
    Marketing
    Communication
    Budget

    Advertising

    Communication
    Strategies

    Allocate
    Tentative Budget

    Direct Marketing

    Goals &
    Objectives

    Communication
    Channels

    Market Size

    Interactive/
    Internet
    Marketing

    SWOT analysis

    Sender/Message
    / Receiver
    [Encoding/Decod
    ing]

    Market Share
    Goals

    Sales Promotion

    Market Potential

    PR/ Publicity

    ROI

    Personal Selling

    Mission

    Vision

    Internal Analysis

    Marketing Mix

    Recommendatio
    n

    External Analysis

    Analysis of Promotional Program


    Situation
    Analysis of
    Promotional
    Program
    Situation

    Internal
    Analysis

    Promotional
    department
    organization

    Firms ability to
    implement a
    promotional
    program

    Agency
    evaluation and
    selection

    External
    Analysis

    Review of
    previous
    program
    results

    Consumer
    behavior
    analysis

    Market
    segmentation
    and target
    marketing

    Market
    Positioning

    Developing Integrated Marketing


    Communication Program
    Advertising

    Direct Marketing

    Interactive/
    Internet Marketing

    Set adverting
    objectives
    Determine
    advertising budget
    Develop
    advertising
    message
    Develop
    advertising media
    strategy

    Set direct
    marketing
    objectives
    Determine direct
    marketing budget
    Develop direct
    marketing
    message
    Develop direct
    marketing media
    strategy

    Set interactive/
    internet marketing
    objectives
    Determine
    interactive/
    internet
    marketing budget
    Develop
    interactive/
    internet marketing
    message
    Develop
    interactive/
    internet
    marketing media
    strategy

    Sales Promotion

    PR/Publicity

    Personal Selling

    Set sales promotion


    objectives
    Determine sales
    promotion budget
    Develop sales
    promotion message
    Develop sales
    promotion media
    strategy

    Set PR/Publicity
    objectives
    Determine
    PR/Publicity budget
    Develop
    PR/Publicity
    message
    Develop
    PR/Publicity media
    strategy

    Set personal selling


    objectives
    Determine personal
    selling budget
    Develop personal
    selling message
    Develop selling
    roles and
    responsibilities

    Media Plan
    1. Problem identification [ multi-attribute
    attitude model]
    2. Media Objective
    3. SWOT analysis
    4. Strategies
    5. tactics

    5. Tactics
    interactive

    Mobile phones

    Blogs

    Social networking

    Email

    Web site

    print
    News paper

    Magazines

    Bill boards

    Broadcast
    Digital Television

    Cable Television

    Out of home

    sponsorships

    Media scheduling

    Spectaculars

    You might also like