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IMC Plan

The document outlines an integrated marketing communications (IMC) planning model. It details steps for developing, implementing, and controlling an IMC program including reviewing marketing plans, analyzing internal and external promotional situations, determining budgets, developing integrated programs, implementing strategies, and monitoring/evaluating results.

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standalonemba
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520 views10 pages

IMC Plan

The document outlines an integrated marketing communications (IMC) planning model. It details steps for developing, implementing, and controlling an IMC program including reviewing marketing plans, analyzing internal and external promotional situations, determining budgets, developing integrated programs, implementing strategies, and monitoring/evaluating results.

Uploaded by

standalonemba
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
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IMC PLAN

IMC plan provides framework for


developing, implementing & controlling the
organisations IMC program.
Integrated Marketing Communications Planning Model

Review of Marketing Plan


Promotional Program Situation Analysis
Analysis of the Communications Process

Budget Determination

Develop Integrated Marketing Communications Programs

Sales PR/ Personal Direct Internet/


Advertising
Promotion Publicity Selling Marketing Interactive

Advertising Sales PR/ Personal Direct Internet/


Promotion Publicity Selling Marketing Interactive
Objectives Objectives Objectives Objectives Objectives Objectives

Message Sales PR/ Personal Direct Internet/


Promotion Publicity Selling Marketing Interactive
Strategy Strategy Strategy Strategy Strategy Strategy

Integration & Implementation of Marketing Communications Strategies


Monitor, Evaluate & Control Promotional Program
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
1.Review of Marketing Plan

 Examine overall marketing plan and objectives


 Role of advertising and promotion
 Competitive analysis
 Assess environmental influences
Analysis of Promotional Program Situation
Internal analysis External analysis
- Promotional department - Consumer behavior analysis
organization - Market segmentation and
- Firm’s ability to implement target marketing
promotional program - Market positioning
- Agency evaluation and selection
- Review of previous program
results
Analysis of Communications Process

 Analyze receiver’s response processes


 Analyze source, message, channel factors
 Establish communications goals and
objectives
Budget Determination

 Set tentative marketing communications


budget

 Allocate tentative budget


Develop Integrated Marketing Communications
Program
Integrate and Implement Marketing
Communications Strategies
Monitor, Evaluate, and Control Integrated
Marketing Communications Program
 Evaluate promotional program results/effectiveness

 Take measures to control and adjust promotional


strategies

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