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Chapter 19

The Integrated Campaign

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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.

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Sources of Messages (Fig. 19.1)

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EmployeesEmployees

InvestorsInvestors FinancialCommunityFinancial

Community

GovernmentRegulators

GovernmentRegulators

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

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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.

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I. Situation Analysis I. Situation Analysis

VII. The Appropriation and BudgetVII. 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

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Product & Company Product & Company

Consumer & Stakeholder Consumer & Stakeholder

Market AnalysisMarket Analysis

Competitive AnalysisCompetitive Analysis

Industry AnalysisIndustry Analysis

Marketplace AnalysisMarketplace Analysis

I. Situation Analysis

The Most Important

Research Areas Are:

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Practical Tips # 1Conducting Research for a Situation

AnalysisConduct product and company research.

Conduct consumer and stakeholder research.

Analyze the market.

Analyze the competitive situation.

Analyze the industry.

Analyze the marketplace.

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InternalFactors:

Strengths &Opportunities

InternalFactors:

Strengths &Opportunities

External Factors:

Weaknesses & Threats

External Factors:

Weaknesses & Threats

ProblemIdentification

ProblemIdentification

II. SWOT Analysis

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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.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 StrategyLaunch, Continuing Campaign, and the Close.

Scheduling StrategyLaunch, Continuing Campaign, and the Close.

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MessageDevelopment

Research

Copy TestingIs Used to

Evaluate thePotential of

Various MessageApproaches.

MessageDevelopment

Research

Copy TestingIs Used to

Evaluate thePotential of

Various MessageApproaches.

Creative Theme

Big Idea isTested.

Campaign ThemeShould Create

Synergy.

Slogans CanHelp.

Creative Theme

Big Idea isTested.

Campaign ThemeShould Create

Synergy.

Slogans CanHelp.

Creative TacticsAnd Executions

Divided IntoTwo Steps:

1. What the Message Says.

2. How theMessage WillBe Executed.

Creative TacticsAnd Executions

Divided IntoTwo Steps:

1. What the Message Says.

2. How theMessage WillBe Executed.

IV. Communication Strategy

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Station Break

Go to the Green Market at www.greenmarket.com and the Internet Green Marketplace at www.envirolink.org/greenmarket.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.

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Media PlanThe 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.

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Practical Tips # 2Zero-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.

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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 isDeveloped That Costs Out the Recommendations.

After the Plan Has Been Developed, a Budget isDeveloped 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.

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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

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What the Brand Says

What the Brand Says

How the CompanyPerforms

How the CompanyPerforms

What People Say About the Brand &

Company

What People Say About the Brand &

Company

Synergy Means the Whole Is Greater Than the Sum

of Its Parts.

Considers Company MissionAnd Its Performance.

Synergy Means the Whole Is Greater Than the Sum

of Its Parts.

Considers Company MissionAnd Its Performance.

Creating Synergy