3. 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
Integrate and implement marketing communications strategies
Monitor, evaluate and control IMC Program
4. Elements of a Marketing Plan
Detailed situation analysis
Specific marketing objectives
Marketing strategy and program
Program for implementing the strategy
Process for monitoring & evaluating
performance
5. Promotional Program
Situational Analysis
Internal External
Firm’s promotional Customer analysis
organization/capabili •Who buys? Who influences
ties the decision
•Why do they buy? What
Review of previous needs and wants must be
programs and met?
results •Why do they buy?
•Where and when?
Assess firm/brand
image Competitive analysis
Assess strengths and Environmental
weaknesses of analysis
product or service
6. Participants in the IMC Process
Advertiser (Client)
Advertising agency
Media organizations Direct- Sales
response promotion
Marketing agencies agencies
communications
specialist
organizations Public
Interactive
relations
agencies
Collateral services firms
9. Services Provided by Agencies
Agency Services
Account Marketing Creative
Service Services Services
The link between Research Creation and
agency and client department execution of ads
Managed by the May include Copywriters,
account executive account planners artists, other
specialists
Media department
to obtain media
space and time
10. Direct-Marketing Agency Activities
Database
Media services
management
Direct Direct-
Marketing Creative
mail
Agencies
Research Production
13. Functions Performed by Interactive
Agencies
Interactive Media Creation
Websites
Banner ads
Search engine optimization
Mobile marketing
Social media campaigns
Digital media
15. Evaluation of Integrated Services
+ Positive - Negative
Greater synergy Budget politics
Convenience Integrated Poor
Services communication
Single image for
No synergy
product or service
16. Major Issues and Challenges for IMC
Adoption and development of IMC in
companies
Determining IMC leadership
Top management, marketing/brand
managers, advertising agencies, or
committee
Making IMC more strategic rather than tactical
Agency compensation for IMC services
IMC measurement and ROI
17. Obstacles to Implementing IMC
Consistent
Consistent
execution
execution Internal
Internal
Many elements
Many elements turf battles
turf battles
to handle
to handle
Compensation
Measuring
Measuring
campaign
campaign
Agency egos
Agency egos success
success
Fear of budget
Fear of budget
reductions
reductions
Relation to Text This slide relates to Figure 3-6 on page 82 of the text. Summary Overview This slide presents the typical organization chart for a full-service advertising agency. Use of this Slide Use this slide to introduce the various departments and specialties within a full-service agency.
Relation to text This slide relates to material on p. 96 of the text, which discusses direct-marketing agencies. Summary Overview One of the fastest growing areas of IMC is direct marketing. As the industry has grown, numerous direct response agencies have evolved that offer companies their specialized skills in both consumer and business markets. This slide shows the various services and departments of a direct response agency. Services include: Database management Direct mail Research Departments of a direct response agency include: Media services Creative Production Use of slide This slide can be used to discuss the role of direct response agencies, the types of services they provide and their role in the development of an IMC program.
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Relation to text This slide relates to material on p. 97 of the text, which discusses pubic relations firms. Summary Overview Most large companies use public relations firm. A public relations firm develops and implements programs to manage the organization’s publicity, image, and affairs with consumer and other relevant publics. This slide shows the activities of the PR firm. These include: Strategy development Generating publicity Lobbying Public affairs activities Damage control Image portrayal Program planning Use of slide This slide can be used to show the services provided by public relations firms. As companies adopt an IMC approach to promotional planning, they are coordinating their PR activities with advertising and other promotional areas. They are also integrating PR and publicity into the marketing communications mix to increase message credibility and save media costs.
Relation to text This slide relates to material on p. 99 of the text. Summary Overview Marketers and agency executives have very different opinions regarding who should be in charge of the integrated IMC process. Obstacles cited to implementing IMC include: Agency capability to handle various elements of an integrated campaign Consistent execution Internal turf battles Ability to measure campaign success Fear of budget reductions Agency egos Compensation Use of slide This slide can be used to show the various obstacles to implementing IMC when discussing if the responsibility for IMC should be with the agency or the client. As companies shift their promotional dollars away from media advertising to other IMC tools, agencies will continue to explore ways to keep these monies under their roofs.
