steps in designing imc campaign step 1. situational analysis: research & analysis step 6....
TRANSCRIPT
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Steps in Designing IMC Campaign
Step 1. Situational analysis: Research & Analysis
Step 6. Operational decision-making: tactics
Step 3. Setting budget allocations
Step 4. Setting the objectives
Step 5. Strategic decision-making: strategy
Step 2. Identifying the target audiences
Step 7. Campaign Management: Implementation
Step 8. Campaign evaluation: control
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• Research & Analysis• Audiences• Budget• Objectives• Strategy• Tactics• Implementation• Control
The IMC RABOSTIC Planning Model
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1. Situational Analysis
Researching the current environment into which marketing
communications will fit.
“Where we are?...”
“Why are we here?...”
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• Company analysis• Competitors analysis• Consumer analysis • Market analysis• Product analysis • Problems and opportunities
1. Situational Analysis
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SWOT Analysis
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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?..
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2. Identify Target Audience
1. Who are my customers?
2. What are they like?
3. What do they buy?
4. Where can I find them?
5. How can I reach them?
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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
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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
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What resources do we need?
3. Setting the Budget
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3. Setting the Budget
Affordable Based on What the
Company Can Afford
Objective-and-Task Based on Determining
Objectives & Tasks, Then Estimating Costs
Objective-and-Task Based on Determining
Objectives & Tasks, Then Estimating Costs
Percentage of SalesBased on a Certain Percentageof Current or Forecasted Sales
Percentage of SalesBased on a Certain Percentageof Current or Forecasted Sales
Competitive-ParityBased on the Competitor’s
Promotion Budget
Competitive-ParityBased on the Competitor’s
Promotion Budget
Determining a budget usually involves asking two very important questions:– How much will it take?– How much do we have?
Determining a budget usually involves asking two very important questions:– How much will it take?– How much do we have?
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• Six buyer readiness stages• Sales versus communications objectives
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.
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Buyer Readiness Stages
PurchasePurchase
Conviction
Preference
Liking
Knowledge
Awareness
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Types of 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)
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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
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Communications Objectives• To increase awareness from 35 percent to 50
per cent within 8 weeks of the campaign launch among 25-45 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 25-45 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
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How could we get there?
...provides the direction for all those involved in the campaign to follow
5. Strategic decision-making: strategy
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Daewoo IMC strategyPosition 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.
Example of IMC Strategy?
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Marketing Strategies
Strategy that Calls for Spending A Lot on Advertising and Consumer Promotion to Build Up (Pull) Consumer Demand.
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.
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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
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ProducerProducer WholesalerWholesaler RetailerRetailer ConsumerConsumer
ProducerProducer WholesalerWholesaler RetailerRetailer ConsumerConsumer
PUSH STRATEGY
PULL STRATEGY
Product flow Communication effort
An Illustration
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An Illustration
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Marketing Strategies
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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
6. Operational decision-making: tactics
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Day-to-day running or operationalisation of what the plan intended to do when put into action
Campaign management stage
7. Implementation
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• Creative implementation• Media implementation
• Production implementation
7. Implementation
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Control stage
Are we getting there?
8. Campaign evaluation
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In terms of• Their efficiency• Their effectiveness• Economy
8. Campaign evaluation
Are we getting there?
Control stage
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• 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
• 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
Evaluation Evaluation
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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.