Producing An Integrated Marketing Communications Campaign Chapter 10

Campaign Planning Primary research to uncover problems campaigns will solve Primary research to uncover problems campaigns will solve Secondary sources provide market, company and audiences statistics Secondary sources provide market, company and audiences statistics Syndicated services - subscription affiliations Syndicated services - subscription affiliations

Step 1: Purpose State the problem and supporting facts State the problem and supporting facts Designate campaign objective and duration Designate campaign objective and duration

Step 2: Situation Analysis Industry overview Industry overview Corporate history Corporate history Economic, technological, political, social, and legal environments Economic, technological, political, social, and legal environments Competitive analysis Competitive analysis

Step 3: SWOT Analysis Strengths of the brand Strengths of the brand Weaknesses of the brand Weaknesses of the brand Opportunities to improve the brand and correct the weaknesses through promotional efforts Opportunities to improve the brand and correct the weaknesses through promotional efforts Threats to the brand, usually from outside sources Threats to the brand, usually from outside sources

Step 4: Target Audience Description of demographics, psychographics, and geographics of audience intended for target Description of demographics, psychographics, and geographics of audience intended for target Perceptual mapping Perceptual mapping Audience segmentation Audience segmentation

Step 5: Positioning Strategy Positioning strategy options: Specific feature Specific feature Benefits Benefits Usage occasion Usage occasion User category User category Against other brands Against other brands Number one Number one Exclusive Exclusive

Step 6: Structure Objectives Marketing objectives Marketing objectives Advertising/communication objectives Advertising/communication objectives Media objectives Media objectives Promotion/action objectives Promotion/action objectives

Step 7: Budget Decide on percentages of budget allocated to delivery options: advertising, PR, promotion, etc. Develop a pie chart to indicate share of expenditures for each IMC strategy selected in Step 8

Step 8: IMC Mix Select message delivery strategy from these options: Media advertising Media advertising Product placement Product placement Licensing Licensing Sponsorship/PR Sponsorship/PR Internet Internet Publicity Publicity Promotions/Incentives Promotions/Incentives Direct response Direct response

Step 9: Develop Message Strategies For each consumer aggregate, determine a message: New users - educational messages New users - educational messages Current users - informational messages Current users - informational messages Competitive users - incentives and persuasive messages Competitive users - incentives and persuasive messages

Step 10: Set Evaluation Criteria Pre-post tests Pre-post tests Post-campaign sales Post-campaign sales Contest and sweepstakes entries Contest and sweepstakes entries Exit polling from venues Exit polling from venues Attendance measures Attendance measures Web site hits Web site hits Revenue indicators Revenue indicators

Global Aspects Delivery system Delivery system Market regulations Market regulations Advertising agencies; agency affiliations Advertising agencies; agency affiliations Campaign scope and branding Campaign scope and branding Global logics: Global logics: 1. Competitor 2. Industry 3. Size 4. Regulatory

PBS Campaign

Programming Product

Corporate Sponsor Tony Hawk Skateboards

Questions Discuss the elements of a situation analysis. Discuss the elements of a situation analysis. What forms of evaluation are important for determining success or failure of a campaign for a destination? What forms of evaluation are important for determining success or failure of a campaign for a destination? What factors make consumers around the world similar to one another? What factors create diversity among consumers in different countries? What factors make consumers around the world similar to one another? What factors create diversity among consumers in different countries?