9. IMC Project Briefing_CMO & Instructor

8/11/2019 9. IMC Project Briefing_CMO & Instructor

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IMC Project Briefing

_CMO & Instructor

Briefed & Instructed by : Prof. Sunil D Anto


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Strategy &Planning

Direction&

Evaluation

CMOV P -

iMC *

Director -

MarCom

& Media

Planning

Advt.

PR &

Reputation Mgmt.

Other Promotions

Media Planning

& Mgmt.

Director -

Agency

Creative

Client Servicing

Media A &B,

Research & DE

iMC in Action

iMarCom Soft Docket

Organizing

Execution

Services


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Focus &

Coordination

Plans &

Decisions

Measurement

& Control

Plans &

Decisions

Focus &

Coordination

Objectives

Objectives


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Advertising and Movement Toward Action

Teaser campaigns

AffectiveRealm of emotions.Ads change attitudesand feelings

CognitiveRealm of thoughts.Ads provideinformation and facts.

ConativeRealm of motives.Ads stimulate ordirect desires.

Image copyStatus, glamour appeals

AnnouncementsDescriptive copyClassified adsSlogans, jingles, skywriting

Competitive adsArgumentative copy

Point of purchase,Retail store ads, DealsLast-chance offers,Price appeals, Testimonials

Purchase

Conviction

Preference

Liking

Knowledge

Awareness


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The DAGMAR Approach to setting objectives

DefineAdvertising

Goals forMeasuring

AdvertisingResults Action

Awareness

Awareness

Conviction

Comprehension

Comprehension

Conviction


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Balancing Objectives and Budgets

Dollars Goals

What were

willing and

able to spend

What we needto achieve our

objectives


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The Promotion Budget Is Set to Stay Withinthe Spending Limit

Top Management Sets the Spending LimitTop Management Sets the Spending Limit

1. Top-Down Budgeting


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AffordableMethod

AffordableMethod

CompetitiveParity

Percentageof Sales

Return onInvestment

ArbitraryAllocation

Percentageof Sales

CompetitiveParity

ArbitraryAllocation

Top-Down Budgeting Methods

TopManagement


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Total Budget Is Approved byTop Management

Cost of Activities are Budgeted

Activities to Achieve ObjectivesAre Planned

Promotional Objectives Are Set

Cost of Activities are Budgeted

Activities to Achieve ObjectivesAre Planned

Promotional Objectives Are Set

2. Bottom-Up Budgeting


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Allocating the budget: Spending and Share of Voice

Decreasefind a

Defensible NicheIncrease to Defend

Attack With Large SOV

Premium

Maintain Modest

Spending PremiumCompe

titors

Shareo

fVoice

High

Low

HighLowYour Share of Market


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Allocating to IMC Elements

9. IMC Project Briefing_CMO & Instructor

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