Professional Documents
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6 IMC Planning
6 IMC Planning
Strategic Planning
Strategic planning is a process of developing and maintaining a fit between the organizations goals and capabilities and changing market opportunities. A corporate or business plan states a companys financial objectives and strategies for achieving those objectives. A marketing plan is a set of objectives (what), strategies (how), and tactics (actions) orchestrating marketing activities designed to help the company achieve its financial objectives. Annual MC plans are generally composed of a campaign.
Zero-based planning determines objectives and strategies based on current brand or marketplace conditions. Zero-based planning means starting from the beginning to make a plan, rather than what has always been done. There are eight steps in this process.
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Prioritizing SWOTS
Once the SWOTs have been identified, they need to be prioritized, based on criteria such as: Realistic damage to brand relationships and brand equity if a weakness or threat is not addressed. Realistic benefit if a strength or opportunity is leveraged. Cost of addressing or leveraging each SWOT. Time company has to address or leverage each SWOT.
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Account Planning
Account planning means using research and brand insights to bring a strong consumer to the planning of marketing communication. Account planners write briefs that summarize the research and the insights for the creative team.
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Step 2 in the zero-based planning process is to: Identify the key customer and prospect segments Identify the brand s relationship with each key segment.
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Step 5: Budgeting
The next step in the zero-based planning process is to develop a budget and determine how it will be divided among MC functions. Companies use a combination of methods to determine how much MC money they will need, such as: Percentage-of-sales Objective and task Share-of-category spending Return on investment (ROI)
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Timing and scheduling determine which media placements, promotional programs, and other MC activities should happen first or last or in between. Coordinating the timing between marketing, production, and sales is important. Time and coordination go together, and are critical elements of integration.
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Since MC causes and effects are constantly changes and are different for each category, the only way to know whether or not something will work is to try it.
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