1 Chapter 19 The Integrated Campaign

2 What is Integrated Marketing Communications (IMC)? Integrated Marketing Communications is the practice of unifying all marketing communication tools and corporate and brand messages to communicate in a consistent way to and with stakeholder audiences. It is more complex because it considers more message sources, more communication tools, and more audiences.

3 Sources of Messages (Fig. 19.1)

4 Employees Investors Financial Community Financial Community Government Regulators Government Regulators Maintaining Consistent Communications to All Stakeholders is Difficult and Works Only If a Company or Brand Has a Focused Business Philosophy or Mission, Clearly Understood Core Values, and a Strong Corporate Culture. Stakeholder Audiences

5 The Structure of a Campaign Plan A campaign, whether advertising or IMC, is a complex set of interlocking, coordinated activities. It is designed strategically to meet a set of objectives and solve some critical problem. It is a short-term plan that usually runs for a year or less. A campaign may: Focus on one specific product attribute or one audience, or May cover a variety of attributes and reach all the audiences.

6 I. Situation Analysis VII. The Appropriation and Budget The IMC Campaign Outline (Tab. 19.2) II. SWOT Analysis III. Campaign Strategy IV. Communication Strategy V. Media Plan VI. Marketing Communication Activities

7 Product & Company Consumer & Stakeholder Market Analysis Competitive Analysis Industry Analysis Marketplace Analysis I. Situation Analysis The Most Important Research Areas Are:

8 Practical Tips # 1 Conducting Research for a Situation Analysis Conduct product and company research. Conduct consumer and stakeholder research. Analyze the market. Analyze the competitive situation. Analyze the industry. Analyze the marketplace.

9 Internal Factors: Strengths & Opportunities Internal Factors: Strengths & Opportunities External Factors: Weaknesses & Threats External Factors: Weaknesses & Threats Problem Identification Problem Identification II. SWOT Analysis

10 III. Campaign Strategy Key Strategic Decisions that Will Guide the Campaign. Key Strategic Decisions that Will Guide the Campaign. Objectives are Used to Guide the Development of the Campaign’s Strategy by Stating its Goal. Objectives are Used to Guide the Development of the Campaign’s Strategy by Stating its Goal. Target Audiences are Identified. Positioning Strategy Usually Remains the Same, But Must be Accounted For in the Strategy. Positioning Strategy Usually Remains the Same, But Must be Accounted For in the Strategy. Scheduling Strategy Launch, Continuing Campaign, and the Close. Scheduling Strategy Launch, Continuing Campaign, and the Close.

11 Message Development Research Copy Testing Is Used to Evaluate the Potential of Various Message Approaches. Message Development Research Copy Testing Is Used to Evaluate the Potential of Various Message Approaches. Creative Theme Big Idea is Tested. Campaign Theme Should Create Synergy. Slogans Can Help. Creative Theme Big Idea is Tested. Campaign Theme Should Create Synergy. Slogans Can Help. Creative Tactics And Executions Divided Into Two Steps: 1. What the Message Says. 2. How the Message Will Be Executed. Creative Tactics And Executions Divided Into Two Steps: 1. What the Message Says. 2. How the Message Will Be Executed. IV. Communication Strategy

12 Station Break Go to the Green Market at and the Internet Green Marketplace at What is the creative theme used in each of these two environmental sites? What is the difference between the two? What creative tactics seem to present? Discuss.

13 Media Plan The media mix is created by selecting the best combination of media vehicles, non-traditional media, and marketing communication tools to reach the targeted stakeholder audiences. The media plan includes: Media objectives (reach,frequency), Media strategies (targeting, continuity, timing), Media selection (specific vehicles), Geographic strategies, Schedules, and the Media budget.

14 Practical Tips # 2 Zero-Based Planning Determine the key communication problem to be solved. Identify the strengths and weaknesses of the various marketing communication areas and tools. Match the problem to be solved to the tool with the most strength in that area. Identify the supporting marketing communication areas and tools.

15 Amount of Money Available Governs all Strategic Decisions. Amount of Money Available Governs all Strategic Decisions. The Appropriation and Budget Determine the General Scope and Scale of the Campaign Effort. Determine the General Scope and Scale of the Campaign Effort. After the Plan Has Been Developed, a Budget is Developed That Costs Out the Recommendations. After the Plan Has Been Developed, a Budget is Developed That Costs Out the Recommendations. Money is Allocated Among the Various Advertising and Marketing Communication Activities. Money is Allocated Among the Various Advertising and Marketing Communication Activities. Amount of Money Available

16 Key Part is to Measure a Brand’s Effectiveness Against Its Stated Objectives. Key Part is to Measure a Brand’s Effectiveness Against Its Stated Objectives. Prepare a Proposal Stating How the Campaign will be Evaluated. Prepare a Proposal Stating How the Campaign will be Evaluated. Evaluation May be the Most Important Step in an Advertising Campaign. Evaluation May be the Most Important Step in an Advertising Campaign. Evaluating the Campaign Plan

17 What the Brand Says How the Company Performs How the Company Performs What People Say About the Brand & Company Synergy Means the Whole Is Greater Than the Sum of Its Parts. Considers Company Mission And Its Performance. Synergy Means the Whole Is Greater Than the Sum of Its Parts. Considers Company Mission And Its Performance. Creating Synergy