Steps in Designing IMC Campaign

Step 1. Situational analysis: Research & Analysis

Step 6. Operational decision-making: tactics

Step 3. Setting budget allocations

Step 4. Setting the objectives

Step 5. Strategic decision-making: strategy

Step 2. Identifying the target audiences

Step 7. Campaign Management: Implementation

Step 8. Campaign evaluation: control

• Research & Analysis• Audiences• Budget• Objectives• Strategy• Tactics• Implementation• Control

The IMC RABOSTIC Planning Model

1. Situational Analysis

Researching the current environment into which marketing

communications will fit.

“Where we are?...”

“Why are we here?...”

• Company analysis• Competitors analysis• Consumer analysis • Market analysis• Product analysis • Problems and opportunities

1. Situational Analysis

SWOT Analysis

2. Identify Target Audience

Includes assessing the audience’s perceptions of the company, product, and competitors’ company/product image

Affects decisions related to what, how, when, and where message will be said, as well as who will say it

Who are we talking to?..

2. Identify Target Audience

1. Who are my customers?

2. What are they like?

3. What do they buy?

4. Where can I find them?

5. How can I reach them?

2. Identify Target Audience

Market segmentation: based on

– Demographics: age, sex, income, education, occupation etc.

– Geographic: postcodes, city-town-village, region, climate etc.

– Geodemographics: where they live-using demographic data to classify neighborhoods

– Psychographics: values, attitudes, motivations, interest, opinions, hobbies etc.

– Behavioral: benefits sought, purchase occasion, usage, perceptions and beliefs

Target Audience

Women between 25-54 years old

Working

Salary 30.000$ +

Having a child above 12 years old

Watching channel ATV

Determined Target Audience

What resources do we need?

3. Setting the Budget

3. Setting the Budget

Affordable Based on What the

Company Can Afford

Objective-and-Task Based on Determining

Objectives & Tasks, Then Estimating Costs

Objective-and-Task Based on Determining

Objectives & Tasks, Then Estimating Costs

Percentage of SalesBased on a Certain Percentageof Current or Forecasted Sales

Percentage of SalesBased on a Certain Percentageof Current or Forecasted Sales

Competitive-ParityBased on the Competitor’s

Promotion Budget

Competitive-ParityBased on the Competitor’s

Promotion Budget

Determining a budget usually involves asking two very important questions:– How much will it take?– How much do we have?

Determining a budget usually involves asking two very important questions:– How much will it take?– How much do we have?

• Six buyer readiness stages• Sales versus communications objectives

3. Determining Objectives

Where do we want to go?...

An objective is the goal or aim or end result that one is seeking to achieve.

From IMC point of view ; deciding what communications are expected to achieve.

Buyer Readiness Stages

PurchasePurchase

Conviction

Preference

Liking

Knowledge

Awareness

Types of Objectives?

1. Marketing Objectives:

Refer to sales, market share, distribution penetration, launching a number of new products etc.

2. Communication Objectives:

Refer to how the communications should affect mind of the target audience (eg. generate awareness, attitudes, intrest or trial)

Marketing Objectives

• Increase unit sales of product/brand X by 10 per cent over the next 12 months

• Increase market share by 5 per cent over the next 8 months

• Increase distribution penetration from 25 per cent to 50 within 12 months;

• Establish a network of distributors covering İzmir, Ankara, İstanbul, Antalya, Bursa

Communications Objectives• To increase awareness from 35 percent to 50

per cent within 8 weeks of the campaign launch among 25-45 year-old A, B, C1 women

• To position the service as the friendliest on the market within 12-month period among 70 per cent of heavy chocolate users

• To reposition Tuborg from an old, unfashionable, older man’s drink to fashionable younger person’s drink over 2 years among 25-45 year-old male drinkers

• To maintain brand X as the preferred brand (or number one brand) of photocopiers among at least 50 percent of current Turkish buyers in companies with 500+ employees

How could we get there?

...provides the direction for all those involved in the campaign to follow

5. Strategic decision-making: strategy

Daewoo IMC strategyPosition Daewoo as the most customer-focused car company in Turkey. Car buyers are happy with cars but unhappy with dealers. Daewoo must own customer service. This differentiates Daewoo.

Stage1: Build coorporate credibility through TV and motoring press

Stage2: Develop Daewoo dialogue, collecting information about likes and dislikes about car ownership.

Stage3: Launch brand.

This necessitates integration throughout the marketing communications and operational implementation. Advertising will build brand awareness and direct people into Daewoo’s telemarketing database. The complex mix includes retail design, interactive point of sale, sales promotion, direct marketing, database construction and management, PR and advertising.

Example of IMC Strategy?

Marketing Strategies

Strategy that Calls for Spending A Lot on Advertising and Consumer Promotion to Build Up (Pull) Consumer Demand.

Strategy Selected Depends

on:

Type of Market &

Product Life-Cycle

Stage

Strategy that Calls for Using the Salesforce and Trade Promotion to Push the Product Through the Channels.

Push or Pull Strategy

• A push strategy directs communication efforts at channel members; a pull strategy directs promotion at the end consumer

• Many products, such as business products, are promoted with a push strategy, involving personal selling and use of trade promotions

• Most consumer products would rely more heavily on a pull strategy where promotion is directed at the consumer to stimulate demand

ProducerProducer WholesalerWholesaler RetailerRetailer ConsumerConsumer

ProducerProducer WholesalerWholesaler RetailerRetailer ConsumerConsumer

PUSH STRATEGY

PULL STRATEGY

Product flow Communication effort

An Illustration

An Illustration

Marketing Strategies

What specific activities do we need to get there?

Details of strategies

What happens, when, and for how much

The exact mix of different elements of marketing communications

6. Operational decision-making: tactics

Day-to-day running or operationalisation of what the plan intended to do when put into action

Campaign management stage

7. Implementation

• Creative implementation• Media implementation

• Production implementation

7. Implementation

Control stage

Are we getting there?

8. Campaign evaluation

In terms of• Their efficiency• Their effectiveness• Economy

8. Campaign evaluation

Are we getting there?

Control stage

• It starts and ends with Research• Methods for evaluating the plan.• Input/learning for next year’s plan• Methods include:

– Tracking studies– Attitude, usage, and awareness studies

• Creative– Recall– Persuasion

• It starts and ends with Research• Methods for evaluating the plan.• Input/learning for next year’s plan• Methods include:

– Tracking studies– Attitude, usage, and awareness studies

• Creative– Recall– Persuasion

Evaluation Evaluation

Pretest-Post test

Pretests are conducted before the advertisements are placed in any medium.

Post tests determine whether or not the advertisements have achieved their intended objectives.