IMC Planning MKT 3850 Dr. Don Roy. IMC Planning Process 1.Situation Analysis 2. Market Analysis 3. Plan Objectives 4. IMC Strategies 5. Implementation.

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Presentation transcript:

IMC Planning MKT 3850 Dr. Don Roy

IMC Planning Process 1.Situation Analysis 2. Market Analysis 3. Plan Objectives 4. IMC Strategies 5. Implementation 6. Budget

Objectives: Begin with the End Objectives = Conclusion or Outcome

IMC Objectives Communication Brand awareness Change beliefs Shape brand image Influence attitudes Marketing Increase sales Add customers Increase market share Add subscribers

Marketing Objectives: Realistic? Sales Pricing Quality TechnologyCompetition DistributionEconomy Promotion

An Well-Developed Objective “SMACs” S pecific M easurable A chievable C hallenging

“A goal properly set is partially achieved” - Zig Ziglar

What Do You Think? Open 10 new retail accounts by November 30. Increase brand awareness Spend $5000 on search engine ads during Quarter 3. Create a brand image of “trendy” among 40% of target market by December 31.

Budgeting "American advertisers rely on 'essentially illogical' approaches to determine their advertising budgets." - Michael Schudson

Budgeting Methods Percentage of sales Meet competition Affordability

Problems with Budgeting Communication objectives are not basis of budget Brand-building needs not a priority Budget may be too small for the brand Budget may be too large for the brand

An Alternative: Objective and Task Set objectives Develop strategies and tactics to achieve objectives Put $ cost on activities needed

That’s Perfect… but Concept Reality