1. Steps in Designing IMC Campaign
Step 1. Situational analysis: Research & Analysis
Step 2. Identifying the target audiences
Step 3. Setting budget allocations
Step 4. Setting the objectives
Steps in Designing IMC Campaign
Step 5. Strategic decision-making: strategy
Step 6. Operational decision-making: tactics
Step 7. Campaign Management: Implementation
Step 8. Campaign evaluation: control

2. The IMC RABOSTIC Planning Model
Research & Analysis
Audiences
Budget
Objectives
Strategy
Tactics
Implementation
Control

3. 1. Situational Analysis
Researching the current environment into which marketing communications will fit.
“Where we are?...”
“Why are we here?...”

4. 1. Situational Analysis Company analysis Competitors analysis
Consumer analysis
Market analysis
Product analysis
Problems and opportunities

5. SWOT Analysis

6. 2. Identify Target Audience
Includes assessing the audience’s perceptions of the company, product, and competitors’ company/product image
Affects decisions related to what, how, when, and where message will be said, as well as who will say it
Who are we talking to?..

7. 2. Identify Target Audience
Who are my customers?
What are they like?
What do they buy?
Where can I find them?
How can I reach them?

8. 2. Identify Target Audience
Market segmentation: based on
Demographics: age, sex, income, education, occupation etc.
Geographic: postcodes, city-town-village, region, climate etc.
Geodemographics: where they live-using demographic data to classify neighborhoods
Psychographics: values, attitudes, motivations, interest, opinions, hobbies etc.
Behavioral: benefits sought, purchase occasion, usage, perceptions and beliefs

9. Target Audience Women between 25-54 years old Working Salary 30.000$ +
Having a child above 12 years old
Watching channel ATV
Determined Target Audience

10. 3. Setting the Budget
What resources do we need?

11. 3. Setting the Budget
Determining a budget usually involves asking two very important questions:
How much will it take?
How much do we have?
Affordable
Based on What the
Company Can Afford
Objective-and-Task
Based on Determining
Objectives & Tasks, Then
Estimating Costs
Percentage of Sales
Based on a Certain Percentage
of Current or Forecasted Sales
Competitive-Parity
Based on the Competitor’s
Promotion Budget

12. 3. Determining Objectives
Where do we want to go?...
An objective is the goal or aim or end result that one is seeking to achieve.
From IMC point of view ; deciding what communications are expected to achieve.
Six buyer readiness stages
Sales versus communications objectives

13. Buyer Readiness Stages
Purchase
Conviction
Preference
Liking
Knowledge
Awareness

14. Types of Objectives? 2. Communication Objectives:
1. Marketing Objectives:
Refer to sales, market share, distribution penetration, launching a number of new products etc.
2. Communication Objectives:
Refer to how the communications should affect mind of the target audience (eg. generate awareness, attitudes, intrest or trial)

15. Marketing Objectives
Increase unit sales of product/brand X by 10 per cent over the next 12 months
Increase market share by 5 per cent over the next 8 months
Increase distribution penetration from 25 per cent to 50 within 12 months;
Establish a network of distributors covering İzmir, Ankara, İstanbul, Antalya, Bursa

16. Communications Objectives
To increase awareness from 35 percent to 50 per cent within 8 weeks of the campaign launch among year-old A, B, C1 women
To position the service as the friendliest on the market within 12-month period among 70 per cent of heavy chocolate users
To reposition Tuborg from an old, unfashionable, older man’s drink to fashionable younger person’s drink over 2 years among year-old male drinkers
To maintain brand X as the preferred brand (or number one brand) of photocopiers among at least 50 percent of current Turkish buyers in companies with 500+ employees

17. 5. Strategic decision-making: strategy
How could we get there?
...provides the direction for all those involved in the campaign to follow

18. Example of IMC Strategy?
Daewoo IMC strategy
Position Daewoo as the most customer-focused car company in Turkey. Car buyers are happy with cars but unhappy with dealers. Daewoo must own customer service. This differentiates Daewoo.
Stage1: Build coorporate credibility through TV and motoring press
Stage2: Develop Daewoo dialogue, collecting information about likes and dislikes about car ownership.
Stage3: Launch brand.
This necessitates integration throughout the marketing communications and operational implementation. Advertising will build brand awareness and direct people into Daewoo’s telemarketing database. The complex mix includes retail design, interactive point of sale, sales promotion, direct marketing, database construction and management, PR and advertising.

19. Marketing Strategies Strategy Selected Depends on: Push Strategy
Strategy that Calls for Spending A Lot on Advertising and Consumer Promotion to Build Up (Pull) Consumer Demand.
Pull Strategy
Strategy Selected Depends on:
Type of Market &
Product Life-Cycle Stage
Strategy that Calls for Using the Salesforce and Trade Promotion to Push the Product Through the Channels.
Push Strategy

20. Push or Pull Strategy
A push strategy directs communication efforts at channel members; a pull strategy directs promotion at the end consumer
Many products, such as business products, are promoted with a push strategy, involving personal selling and use of trade promotions
Most consumer products would rely more heavily on a pull strategy where promotion is directed at the consumer to stimulate demand

21. An Illustration Product flow Communication effort Producer Wholesaler
Retailer
Consumer
PUSH STRATEGY
Producer
Wholesaler
Retailer
Consumer
PULL STRATEGY
Product flow
Communication effort

22. An Illustration

23. Marketing Strategies

24. 6. Operational decision-making: tactics
What specific activities do we need to get there?
Details of strategies
What happens, when, and for how much
The exact mix of different elements of marketing communications

25. Campaign management stage
7. Implementation
Day-to-day running or operationalisation of what the plan intended to do when put into action
Campaign management stage

26. 7. Implementation Creative implementation Media implementation
Production implementation

27. 8. Campaign evaluation
Control stage
Are we getting there?

28. 8. Campaign evaluation Are we getting there? Control stage In terms of
Their efficiency
Their effectiveness
Economy

29. Evaluation It starts and ends with Research
Methods for evaluating the plan.
Input/learning for next year’s plan
Methods include:
Tracking studies
Attitude, usage, and awareness studies
Creative
Recall
Persuasion

30. Pretest-Post test
Pretests are conducted before the advertisements are placed in any medium.
Post tests determine whether or not the advertisements have achieved their intended objectives.