logging in or signing up IMC Plan ridz_1994 Download Post to : URL : Related Presentations : Share Add to Flag Embed Email Send to Blogs and Networks Add to Channel Uploaded from authorPOINT lite Insert YouTube videos in PowerPont slides with aS Desktop Copy embed code: (To copy code, click on the text box) Embed: URL: Thumbnail: WordPress Embed Customize Embed The presentation is successfully added In Your Favorites. Views: 996 Category: Entertainment License: All Rights Reserved Like it (1) Dislike it (0) Added: October 18, 2010 This Presentation is Public Favorites: 0 Presentation Description No description available. Comments Posting comment... By: sapna9 (8 month(s) ago) Excellent ppt, if possible kindly send it to my id , sapna.mathur99@gmail.com Saving..... Post Reply Close Saving..... Edit Comment Close Premium member Presentation Transcript The IMC Plan : The IMC Plan What is an IMC Plan? : What is an IMC Plan? A framework for developing, implementing, and controlling the organization’s IMC program. It must: Evaluate the current situation Determine the role of each promotion mix element Develop strategies for each promotion mix element Plan for their implementation Consider how to evaluate results Integrated Marketing Communications Planning Model : Integrated Marketing Communications Planning Model Review the Marketing Plan : 1. A detailed situation analysis Contains important information 2. Describes product positioning strategy 4. Outlines marketing objectives 1. Describes who the target market is Review the Marketing Plan Conduct the Situation Analysis : Conduct the Situation Analysis Internal Analysis – assesses relevant controllable issues Firm’s Promotional Capabilities Product/Service Analysis Review of Past Promotional Programs External Analysis – assesses relevant uncontrollable issues Customer Analysis Competitive Analysis Environmental Analysis Set Communication Objectives : Set Communication Objectives Results the firm seeks to accomplish with its promotional program Can only solve message related problems Examples: create awareness; provide information; create an image, develop preferences; stimulate purchase intentions; stimulate trial of new product; remind consumers of old products Determine Budget : Determine Budget Two important questions: What will the promotion cost? How will it be allocated among the different promotional tools? Develop the IMC Program : Develop the IMC Program Decisions are made regarding the role and importance of each promotion mix element. Must develop objectives, budgets, and strategies for each element(refer figure) Example – advertising message and media strategies are set Monitor, evaluate, control : Monitor, evaluate, control It is important to determine how well the program meets promotional objectives. The final stage is designed to provide feedback concerning the effectiveness of the IMC program. Information is used in subsequent promotional planning. You do not have the permission to view this presentation. In order to view it, please contact the author of the presentation.
IMC Plan ridz_1994 Download Post to : URL : Related Presentations : Share Add to Flag Embed Email Send to Blogs and Networks Add to Channel Uploaded from authorPOINT lite Insert YouTube videos in PowerPont slides with aS Desktop Copy embed code: (To copy code, click on the text box) Embed: URL: Thumbnail: WordPress Embed Customize Embed The presentation is successfully added In Your Favorites. Views: 996 Category: Entertainment License: All Rights Reserved Like it (1) Dislike it (0) Added: October 18, 2010 This Presentation is Public Favorites: 0 Presentation Description No description available. Comments Posting comment... By: sapna9 (8 month(s) ago) Excellent ppt, if possible kindly send it to my id , sapna.mathur99@gmail.com Saving..... Post Reply Close Saving..... Edit Comment Close Premium member Presentation Transcript The IMC Plan : The IMC Plan What is an IMC Plan? : What is an IMC Plan? A framework for developing, implementing, and controlling the organization’s IMC program. It must: Evaluate the current situation Determine the role of each promotion mix element Develop strategies for each promotion mix element Plan for their implementation Consider how to evaluate results Integrated Marketing Communications Planning Model : Integrated Marketing Communications Planning Model Review the Marketing Plan : 1. A detailed situation analysis Contains important information 2. Describes product positioning strategy 4. Outlines marketing objectives 1. Describes who the target market is Review the Marketing Plan Conduct the Situation Analysis : Conduct the Situation Analysis Internal Analysis – assesses relevant controllable issues Firm’s Promotional Capabilities Product/Service Analysis Review of Past Promotional Programs External Analysis – assesses relevant uncontrollable issues Customer Analysis Competitive Analysis Environmental Analysis Set Communication Objectives : Set Communication Objectives Results the firm seeks to accomplish with its promotional program Can only solve message related problems Examples: create awareness; provide information; create an image, develop preferences; stimulate purchase intentions; stimulate trial of new product; remind consumers of old products Determine Budget : Determine Budget Two important questions: What will the promotion cost? How will it be allocated among the different promotional tools? Develop the IMC Program : Develop the IMC Program Decisions are made regarding the role and importance of each promotion mix element. Must develop objectives, budgets, and strategies for each element(refer figure) Example – advertising message and media strategies are set Monitor, evaluate, control : Monitor, evaluate, control It is important to determine how well the program meets promotional objectives. The final stage is designed to provide feedback concerning the effectiveness of the IMC program. Information is used in subsequent promotional planning.