1. Producing An Integrated Marketing Communications Campaign Chapter 10

2. 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

3. 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

4. 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

5. 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

6. 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

7. 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

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

9. 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

10. 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

11. 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

12. 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

13. 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

14. PBS Campaign

15. Programming Product

16. Corporate Sponsor Tony Hawk Skateboards

17. 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?