building an imc campaign imc plan pro disk

8/20/2019 Building an IMC Campaign IMC Plan Pro Disk

1/22

Building an IMC Campaign

IMC Plan Pro Disk

Introduction

The Building an IMC Campaign exercises in the Clow and Baack Advertising, Promotion,and Integrated Marketing Communications (2e) textook are designed to hel! "ou a!!l" thetheories and conce!ts !resented in various cha!ters and to hel! "ou !roduce an IMC !lan thatcan e !laced in a !ort#olio$ %ach new cha!ter suggests s!eci#ic tasks that uild on materials"ou have learned in !revious cha!ters$ &hen the !ro'ect is #inished, "ou will have !re!ared acom!lete IMC cam!aign$ To sim!li#" the tasks, it is recommended that "ou deal with threeoverall IMC o'ectives$ The #irst IMC o'ective is targeted toward consumers, the secondshould e #or the distriution channel, and the third should #ocus on other usinesses$

&hile the textook has an overview o# Building an IMC Cam!aign, the &esite and theaccom!an"ing IMC Plan Pro C*+-M are much richer and !rovide more details andin#ormation to assist "ou$ A detailed outline is !rovided #or "ou so "ou can see all o# thesections o# the IMC Plan at a glance$ The IMC Plan Pro so#tware also contains numeroussam!le IMC cam!aigns$

.


2/22

Outline

In !re!aring the IMC cam!aign, it is recommended that "ou utili/e the #ollowing outline$ Asshown, "ou are asked to develo! three IMC communication o'ectives ased on a !romotional anal"sis and the !roduct0s cor!orate and rand image strateg"$ 1rom these three

communication o'ectives, "ou will integrate the various IMC com!onents into a seamlesscommunication !lan$ Please kee! in mind the outline is merel" a guide and can e modi#iedto #it "our !articular com!an" or !roduct$

.$ %xecutive 3ummar"

2$ Promotion -!!ortunit" Anal"sis

2$. Communications Market Anal"sis2$.$. Com!etitive Anal"sis

2$.$2 -!!ortunit" Anal"sis2$.$4 Target Market Anal"sis2$.$5$ Customer Anal"sis

2$2 Market 3egmentation 3trateg"

4$ Cor!orate 3trategies

4$. Cor!orate Image 3trateg"4$2 Brand *evelo!ment 3trateg"4$4 Brand Positioning 3trateg"4$5 *istriution 3trateg"

4$6 Business+to+Business 3trateg"4$7 Pulic elations 3trateg"4$8 %valuation

5$ Integrated Marketing Communications Management

5$. IMC -'ectives5$2 IMC Budget5$4 Agenc" 3election5$5 Internet &e site

6$ Integrated Marketing Communication -'ective -ne (Consumer)6$. Budget6$2 Integrated Marketing Communication Methodologies

6$2$. Advertising6$2$.$. Advertising 9oals and Budget6$2$.$2 Creative Brie#

2


3/22

6$2$.$4 Advertising *esign6$2$2 Consumer Promotions

6$2$2$. Budget Allocation6$2$2$2 Consumer Promotion 3election6$2$2$4 3am!le Consumer Promotions

6$2$4 Personal 3elling6$2$5 3!onsorshi! Programs6$2$6 *ataase Programs

6$2$6$. *ata &arehouse6$2$6$2 *irect Marketing6$2$6$4 Permission Marketing6$2$6$5 1re:uent 3ho!!er Program

6$4 Media Plan6$5 %valuation

7$ Integrated Marketing Communication -'ective Two (*istriution Channel)

7$. Budget7$2 Integrated Marketing Communication Methodologies

7$2$. Advertising7$2$.$. Advertising 9oals and Budget7$2$.$2 Creative Brie# 7$2$.$4 Advertising *esign

7$2$2 Trade Promotions7$2$2$. Budget Allocation7$2$2$2 Trade Promotion 3election7$2$2$4 Package *esign

7$2$4 Personal 3elling7$2$5 *ataase Programs

7$2$5$. *ata &arehouse7$2$5$2 *irect Marketing


8$ Integrated Marketing Communication -'ective Three (Business+to+Business)

8$. Budget8$2 Integrated Marketing Communication Methodologies

8$2$. Advertising8$2$.$. Advertising 9oals and Budget8$2$.$2 Creative Brie# 8$2$.$4 Advertising *esign

8$2$2 Consumer (Business+to+Business) Promotions8$2$2$. Budget Allocation8$2$2$2 Consumer Promotion 3election

4


4/22

8$2$2$4 3am!le Consumer Promotions8$2$4 Personal 3elling8$2$5 3!onsorshi! Programs8$2$6 *ataase Programs

8$2$6$. *ata &arehouse

8$2$6$2 *irect Marketing8$2$6$4 Permission Marketing8$2$6$5 1re:uent 3ho!!er Program


5


5/22

Chapter 1

Pick Your Product

An e##ective Integrated Marketing Communications !rogram involves a!!l"ing the conce!ts

and techni:ues contained in the Clow and Baack textook$ The assignment #or Cha!ter -neis to !ick a !roduct to e used throughout the entire ook$ ;our instructor ma" !rovide a !roduct #or "ou or "ou ma" e allowed to choose one o# "our own$ 3ome !ossile !roductchoices include<

• Individual si/e ottled water

• =ew ink !en

• Cho!sticks

• Baseall

• Per#ume or cologne

• Purse

• %rrand running and reminder service

• %+trade service #or =asda: stocks

Chapter 1 IMC Plan Pro Exercise: Pick a product.


6/22

Chapter 2

Developing a Brand Name and an Image Management Program

In this cha!ter, "ou should develo! a cor!orate image and a rand strateg" re#lecting 3ections

4$. to 4$4 o# the IMC Cam!aign outline$ More s!eci#icall", a rand name and anaccom!an"ing logo should e designed and chosen$ Also, a cor!orate name, which ma" or ma" not e the same as the rand name, should e selected$

In 3ection 4$., the cor!orate image to e conve"ed to the various !ulics is s!eci#ied$ ;oushould also discuss how this would e accom!lished$ In 3ection 4$2, the rand name isidenti#ied and a logo is develo!ed #ollowing the !rinci!les !resented in the text$ ;ou shouldalso develo! a rand strateg"$ In 3ection 4$4, one o# the !ositioning strategies discussed in thetextook should e chosen along with a discussion o# how that !ositioning strateg" #its with"our target market anal"sis and market segmentation strateg" chosen in Cha!ter 4$ It is at this !oint that "ou should reali/e the im!ortance o# integrating the cor!orate strateg", rand name,

logo, and !ositioning strateg" together with the anal"sis conducted in Cha!ter 4$

Chapter 2 IMC Plan Pro Exercise: Complete Sections 3.1 3.2 and 3.3.


7/22

Chapter 3

Inducing Consumers to Bu a Product

*evelo!ing a high :ualit" IMC !rogram re:uires an understanding o# consumer u"ing

ehavior$ Based on the conce!ts !resented in this cha!ter, "ou should egin working onsection 2$ o# the IMC Cam!aign$ &hile this section will e com!leted with Cha!ter 6, it is agood idea to start working on it in con'unction with the materials #rom this cha!ter$ Thecustomer anal"sis, section 2$.$5, is the most relevant section$ ;ou should think aout theconsumer decision+making !rocess and how it relates to "our !roduct$ Anal"sis o# an externalin#ormation search is es!eciall" im!ortant here$ The in#ormation "ielded " the search will eused in develo!ing a media !lan in later cha!ters$ 1actors that a##ect the !urchase decisionshould e identi#ied as well as current trends that ma" have an im!act$ Identi#"ing these#actors will hel! in develo!ing the tactical !ortion o# the IMC cam!aign$

&hen "ou com!lete this section o# the IMC cam!aign, "ou should have a solid

understanding o# how consumers make !roduct+!urchasing decisions along with the #actorsthat might in#luence those decisions$ It is im!ortant to reali/e that the more "ou know aout"our customers, the more e##ective "our IMC !rogram will e$

Chapter 3 IMC Plan Pro Exercise: Begin !orking on Section2." especiall# Section 2.1.$.


8/22

Chapter !

Developing the Business"#o"Business Component o$ an IMC Program

All o# the !roducts and services suggested in Cha!ter -ne have !otential usiness u"ers and

should e marketed through some t"!e o# distriution channel$ In this cha!ter, "ou shouldconsider !otential usiness+to+usiness customers as well as channel memers who would !urchase the !roduct$ &holesalers, distriutors and retailers should e identi#ied as well asothers in distriution channel$ 3ection 4$5 o# the IMC cam!aign outlines deals with thedistriution strateg"$ 3ection 4$6 examines the usiness+to+usiness marketing angle$*iscussing the t"!e o# good or service eing marketed as well as the t"!e o# customers whoma" !urchase the !roduct is hel!#ul in understanding and reaching these markets$

Think aout the u"ing center conce!t and identi#" di##erent individuals within a #irm who !la" each role$ 1or exam!le, who would t"!icall" use the !roduct within the #irm> &howould t"!icall" e the in#luencer> Also, examine the t"!e o# !urchase situation #rom the

customer?s view!oint$ These include a straight re+u", a modi#ied re+u", or new task !urchase$ %ach t"!e leads to a di##erent design #or a !romotional or advertising cam!aign$

&hat t"!e o# vendor audit would "ou ex!ect to see> Answer this :uestion will hel! "ou to !re!are a etter IMC !lan$ I# the !roduct is sold to oth consumers and other usinesses, then"ou should examine the issue o# dual+channel marketing$

Chapter $ IMC Plan Pro Exercise: Complete Sections 3.$ and 3.%


9/22

Chapter %

Conducting a Promotions Opportunit &nalsis $or Your Product

This cha!ter is critical ecause it la"s the #oundation #or the IMC cam!aign$ ;ou should

!er#orm an o!!ortunit" anal"sis #or "our !roduct, recording most o# the material in 3ection2$ o# "our IMC Plan$ The #ollowing ste!s should hel! "ou in conducting this anal"sis$

3te! one o# the !romotions o!!ortunit" anal"sis is to !er#orm a communications marketanal"sis$ In this ste!, "ou should !er#orm the #ollowing anal"ses<

.) Com!etitive anal"sis2) -!!ortunit" anal"sis4) Target market anal"sis5) Customer anal"sis

The #i#th !art o# the communications market anal"sis, the !osition anal"sis, should have een

com!leted in con'unction materials #ound in with Cha!ter 5 and should alread" e in "our IMC Plan$

In the communications market anal"sis "ou should identi#" com!etitors and thecommunication strategies those com!etitors are using$ ;ou should also examine the varioustarget markets #or the !roduct, which will e o# value in identi#"ing an" new o!!ortunitiesthat exist$ @ee! in mind that the communications market anal"sis is an integrative ste! whereeach com!onent im!acts the other com!onents$ Thus, when "ou are working on thecom!etitive com!onent o# the communications anal"sis, it will im!act "our customer anal"sis, "our target anal"sis, and "our o!!ortunit" anal"sis$

3te! 2 in the !romotion o!!ortunit" anal"sis is to estalish the three communicationo'ectives "ou wish to accom!lish$ The #irst communication o'ective deals with theconsumer market, the second with the channel o# distriution, and the third with the usiness+to+usiness market$ The communication o'ectives are to e !laced in 3ection 5$. o# the IMCPlan$ In later cha!ters, these communication o'ectives will e re+evaluated, ut at this !oint"ou should estalish the o'ectives "ou elieve "ou want to accom!lish, ased on the resultso# the !recious ste!, the communications market anal"sis$

3te! 4 o# the !romotions o!!ortunit" anal"sis estalishes a udget$ &e would suggest a 2million communications udget$ The reakdown #or this udget comes later$ At this !oint"ou can identi#" which method will e used in develo!ing the communications udget a#ter the com!an" is #ull" estalished$ It is hel!#ul in develo!ing "our udget to utili/e the Internetto see i# the" can #ind the !romotional udget o# an" o# "our com!etitors$ This udgetin#ormation should e !laced in 3ection 5$2 o# the IMC Cam!aign$

3te!s 5 and 6 o# the !romotional o!!ortunit" anal"sis deal with the communicationso'ectives and tactics$ These will e written as "ou !rogress through the rest o# the textook$


10/22

The #inal com!onent o# the IMC cam!aign studied in this cha!ter is the market segmentationstrateg"$ Based on their communications market anal"sis and es!eciall" their target marketanal"sis, "ou should decide what segmentation strateg" will e used and which targetmarket(s) "ou wish to !ursue$ This is section 2$2 o# the IMC Cam!aign$

Chapter % IMC Plan Pro Exercise: Complete Sections 2.1 2.2 $.1 and $.2.


11/22

Chapter '

Constructing an &dvertising Program

A critical decision to e made in this cha!ter is the choice o# an outside advertising agenc"$Begin " ex!loring whether or not an outside agenc" is desirale, o# i# the work can e !er#ormed in+house$ ;our instructor ma" re:uire "ou to use an outside agenc" so "ou cangain some ex!erience in selecting an agenc"$ I# an outside agenc" is used, "ou should gothrough the ste!s outlined in the cha!ter$ This material is to e !laced in 3ection 5$4 o# theIMC cam!aign$

The second !art o# the IMC Cam!aign to e com!leted in this Cha!ter is to discuss what !ortion o# the IMC udget will e used #or each communications o'ective and what !ortiono# that udget will e devoted to advertising$ The total IMC Cam!aign udget o# 2million should e divided among IMC -'ective -ne, Two and Three with a rationale #or

"our decision$ This in#ormation is then written in sections 6$., 7$. and 8$. o# the IMCCam!aign$ It is highl" likel" that "ou will not have an" ex!erience with udgeting$There#ore, the #ollowing udget reakdown is suggested$

IMC -'ective .< 7 millionIMC -'ective 2< . millionIMC -'ective 4< 5 million

-'ective 2 deals with the distriution channel and trade !romotions$ T"!icall", these twoelements account #or 6 o# all marketing dollars s!ent$ Thus, allocating a total o# .million matches current industr" !ractice$ The 7 million #or -'ective . allows #or agreater em!hasis on the consumer market than the usiness+to+usiness market$

The third !art o# the IMC Cam!aign assignment #or this cha!ter is to com!lete 3ections6$2$.$. and 6$2$.$2 #or IMC -'ective -ne, 3ections 7$2$.$. and 7$2$.$2 #or IMC -'ectiveTwo, and 3ections 8$2$.$. and 8$2$.$2 #or IMC -'ective Three$ 3ections 6$2$.$., 7$2$.$. and8$2$.$. re:uire an ex!lanation o# the !ercentage o# each udget that will e used #or advertising and the goals "ou wish to accom!lish with the advertising$ Bear in mind that "ouwill need mone" #or trade !romotions, sales !romotions, !ersonal selling, s!onsorshi!s,direct marketing !rograms, and all other marketing !rogram that will assist in theaccom!lishment o# each IMC o'ective so "ou can !ut ever"thing into advertising$ Thisexercise is to e com!leted #or each IMC o'ective$ In addition to deciding on the udgetamount, "ou should decide on the t"!e o# communications udget that will e used in termso# a !ulsating, #lighting, or continuous$ Be sure to 'usti#" the udgeting method chosen$

The #inal !art o# this cha!ter !resents the Creative Brie#, which is #ound in 3ections 6$2$.$2,7$2$.$2 and 8$2$.$2 o# the IMC Cam!aign outline$ 1ollowing the exam!le used in the textand ased u!on their !romotion o!!ortunit" anal"sis, !re!are a Creative Brie#$


12/22

Chapter & IMC Plan Pro Exercise: Complete Sections $.3 %.1 %.2.1.1 %.2.1.2 &.1 &.2.1.1.

&.2.1.2 '.1 '.2.1.1 and '.2.1.2.


13/22

Chapter (

Choosing the Correct &ppeal $or an IMC &dvertising Campaign

In this cha!ter, the #irst !art o# the advertising design as it relates to the Creative Brie# is

considered$ The second !art o# advertising design will e written a#ter Cha!ter has eenanal"/ed$ Both Cha!ter 8 and are !laced in 3ections 6$2$.$4, 7$2$.$4, and 8$2$.$4 o# the IMCoutline$

The three ke" theories !resented in cha!ter 8 should e utili/ed in the develo!ment o# advertisements$ These include< the hierarch" o# e##ects model, means+ends theor", and visualand veral imaging$ A means+end chain should e !re!ared #or each creative rie#$ I# !re!ared !ro!erl", the means+end chain should work #or an" t"!e o# media choice and moreim!ortantl", guide in the actual develo!ment o# the advertisement$ In addition to discussingthe visual and veral image issues, "ou should !re!are a tagline that will e used in all o# theadvertisements to create consistenc" among the various IMC com!onents$

The next !art o# 3ections 6$2$.$4, 7$2$.$4, and 8$2$.$4 is deciding on the t"!e o# a!!eal to eused$ The a!!eal ma" e di##erent #or !rint ads than #or television advertising or illoardads$

Chapter ' IMC Plan Pro Exercise: (ork on Sections %.2.1.3 &.2.1.3 and '.2.1.3.


14/22

Chapter )

*electing an +,ecutional -rame.ork $or an IMC &dvertising Campaign

Cha!ter is the one most students look #orward to with the greatest antici!ation ecause "ou

have the o!!ortunit" to design the actual advertisements that will e used #or "our !roduct$To get a #eel #or the challenge in creating an advertisement, "ou ma" want to create at leastone roadcast ad and one !rint ad$ 1or roadcast advertisements, "ou should create astor"oard with 7 to .2 ca!tures e#ore "ou start shooting the actual TD advertisement$

Be#ore designing the advertisements, think aout the various message strategies "ou canem!lo", such as cognitive, a##ective, conative, and rand strategies$ ;ou will also need todecide on an executional #ramework #ormat, such as animation, slice o# li#e, testimonial,dramati/ation, or one o# the others$ 1inall", a s!okes!erson should e chosen #or theadvertisement$ I# the s!okes!erson is a celerit", the cost o# the celerit" endorsement must e considered$ -nce these decisions are made, "ou are read" to create the ads$ The textook

!rovides an excellent illustration o# the !rocess and #actors that should e used in thedevelo!ment o# the advertisements as well as hel!#ul hints in evaluating the e##ectiveness o# the ads$ All o# this in#ormation as well as the com!leted advertisements should e !laced in3ections 6$2$.$4, 7$2$.$4, and 8$2$.$4 o# the IMC outline$

Chapter ) IMC Plan Pro Exercise: Complete Sections %.2.1.3 &.2.1.3 and '.2.1.3.


15/22

Chapter /

*electing Media $or an IMC &dvertising Campaign

The !ortions o# the IMC Cam!aign to e com!leted in this Cha!ter are 6$4, 7$4, and 8$4$ 1or each target market, a medium should e chosen that will est reach the target market$ ;ou

should decide how much mone" will e s!ent on the media !lan a#ter deducting the cost o# advertising !roduction$

-nce the udget is com!leted, "ou will develo! a media !lan$ The !lan should e #or one"ear and include the #ollowing in#ormation<

a) media choice (television, radio, maga/ine, etc$) ) !rogram within media ( *riends Monda# +ight *oot,all Sur-i-or etc$)c) the cost !er advertisement, numer o# advertisements, and total cost$d) CPMe) rating !oints, gross rating !oints and cost !er rating !oint#) a discussion o# #re:uenc" and reach

I# rating !oints, audience si/e, and other data are not availale, estimate these #igures and !rovide a 'usti#ication o# how "ou arrived at the estimates$ Pre!are a tale such as the oneillustrated in the cha!ter$ The !resentation should include a media !lan, es!eciall" #or (a) and() aove, as well as a rationale #or each decision$

In !re!aring the media !lan, consider usiness+to+usiness advertising needs as well asadvertising that ma" need to e directed toward individual channel memers$ This !ortion o# the media !lan will undoutedl" look di##erent than the media !lan #or consumers$

Chapter IMC Plan Pro Exercise: Complete Sections %.3 &.3 and '.3.


16/22

Chapter 10

Matching #rade Promotion #actics .ith an IMC &dvertising Campaign

In this Cha!ter, "ou should examine the trade !romotions !ortion o# the IMC Cam!aign$

Most students do not have an" ex!erience with trade !romotions$ Conse:uentl", it will edi##icult to estimate costs and to know the est t"!es o# trade !romotions #or individual !roducts$ B" this !oint, "ou have alread" identi#ied channel memers such as wholesalers,distriutors, and retailers$ @ee! in mind that, #or most !roducts, a!!roximatel" 6 o# theIMC udget will go to trade !romotions$ It is recommended that onl" 5 or million eallocated #or trade !romotions in this assignment$

Begin this !art o# the IMC Plan " care#ull" examining 1igure ., which lists the varioust"!es o# !romotions$ I# a new !roduct is eing introduced, a slotting #ee, which can range#rom . to . !er store, ma" e charged$ I# the !roduct is going to e stocked indiscount stores such as &al+Mart, the slotting #ee #or 'ust &al+Mart will range #rom 2,

to 2,,$ To encourage retailers and wholesalers to stock the merchandise, an o##+invoice allowance should e o##ered$ &ithout a strong rand name to !ull the !roductthrough the channel, this o##+invoice allowance encourages channel memers to !ush the !roduct through to retail stores and consumers$

In addition to the trade !romotions, "ou need to design the !roduct0s !ackage and an" P-Pdis!la"s that will e used " retailers$ As "ou com!lete this exercise, kee! in mind howim!ortant the !ackage design is to retailers tr"ing to stock crowded shelves and aisles$

1or this cha!ter, "ou will com!lete 3ections 7$2$2 o# the IMC Cam!aign$ Trade !romotionsare not !art o# IMC -'ectives -ne or Three, which deal with consumer markets and usiness+to+usiness markets, res!ectivel"$ Trade !romotions are utili/ed onl" #or !ushing the !roduct through the channel o# distriution$

Chapter 1" IMC Plan Pro Exercise: Complete Section &.2.2.


17/22

Chapter 11

Creating Consumer Promotions $or an IMC Campaign

1or this !ortion o# the IMC Cam!aign, "ou should examine which consumer !romotions "ou

want to o##er$ Consumer !romotions should e considered #or oth the consumer markets(-'ective -ne) and the usiness+to+usiness market (-'ective Three)$ 1rom 1igure ..$.,choose consumer !romotions that #it with advertisements and other elements o# the IMCcam!aign "ou have alread" designed$

As !art o# the IMC Cam!aign, "ou should design the actual consumer !romotions items to eused, such as cou!ons or !remiums$ It is im!ortant to think care#ull" aout how the !romotion !iece will integrate with advertisements "ou have alread" created as well as theother IMC com!onents$

In the #irst section o# this cha!ter0s assignment, "ou should discuss udgets #or consumer

!romotions$ The second section is where "ou !resent the rationale #or the !romotional !iecesthat have een selected$ The third section re:uires actual sam!les o# the !romotions$

Chapter 11IMC Plan Pro Exercise: Complete Sections %.2.2 and '.2.2.


18/22

Chapter 12

Personal *elling and Dataase Management

Personal selling strategies var" ased on the o'ectives involved$ 1or -'ective -ne, 3ection6$2$4, "ou should address the issues o# selling within the retail environment$ ;ou shouldidenti#" the t"!e o# retail sales that would e the most a!!ro!riate #or the !roduct$ Adiscussion o# the consumer u"ing !rocess will hel! in understanding the role retailsales!eo!le !la" as well as how the vending #irm can o##er training or incentives to enhancesales o# the !roduct at the retail level$

The ma'or !ortion o# this cha!ter deals with how the #ield sales #orce that handles the channelmemers and usiness+to+usiness customers$ ;ou should decide which t"!e o# sellingrelationshi! the sales #orce should !ursue and how it will e attained$ %laorate on each ste!in the !ersonal selling !rocess as it a!!lies to their #irm$ %s!eciall" im!ortant is the

discussion o# identi#"ing and :uali#"ing !ros!ects$

egardless o# the t"!e o# !roduct eing sold, develo!ing a data warehouse is essential$*iscuss the t"!es o# data to e collected and how the com!an" will uild a data warehouse$Identi#" the o'ectives and uses #or the data$ This is im!ortant in terms o# knowing the datare:uired and i# data should e !urchased #rom an outside vendor or develo!ed internall"$ ;oushould discuss the conce!t o# data mining as it relates to "our !roducts as well as how theseactivities #it into the IMC Cam!aign$ This section o# the re!ort is written #or 3ections 6$2$6$.,7$2$5$., and 8$2$6$. o# the IMC outline$ As these sections are eing com!leted, "ou shouldreali/e that the data needs #or the consumer !ortion o# their IMC Cam!aign are di##erent #romthe data needs #or either usiness+to+usiness customers or channel memers$

The second com!onent o# dataase management is the develo!ment o# a direct marketing !rogram$ ;ou can !re!are a direct marketing !rogram to serve consumers and the usiness+to+usiness markets$ The #irst decision that must e made is the t"!e(s) o# direct marketingmethods to e used$ *iscuss the various methods o# direct marketing availale$ Thisin#ormation ecomes 3ections 6$2$6$2, 7$2$5$2, and 8$2$6$2 o# the IMC Cam!aign outline$

3ections 6$2$6$4 and 8$2$6$4 o# the IMC Cam!aign are an" !ermission marketing !rograms$Permission marketing can e used #or either consumers or usiness+to+usiness customers$3ections 6$2$6$5 and 8$2$6$5 address an" customer lo"alt" or #re:uent sho!!er !rograms to eo##ered$ Again, oth consumer markets and usiness+to+usiness markets ma" include lo"alt"or #re:uent sho!!er t"!e !rograms$

Chapter 12 IMC Plan Pro Exercise: Complete Sections %.2.3 %.2.% &.2.3 &.2.$ '.2.3 and

'.2.%


19/22

Chapter 13

enerating Positive Pulicit and Considering *ponsorships

3ection 4$7 o# the IMC outline addresses the !ulic relations #unction$ 3ections 6$2$5 and

8$2$5 address s!onsorshi! and event marketing issues$ In 3ection 4$7 regarding !ulicrelations, "ou should #irst identi#" the various stakeholders then discuss the t"!es o# messages"ou will want to conve" to the various stakeholder grou!s$ 1igure .5+7 lists the various !ulic relations tools that can e used #or these !ur!oses$

%vent and s!onsorshi! marketing has increasingl" ecome more !o!ular$ ;ou shouldconsider how events and s!onsorshi!s create s"nergies etween the event or grou! eings!onsored, the consumers who attend, the com!an", and the !roducts themselves$ It isim!ortant not onl" to decide how much o# their udgets will e used #or events ands!onsorshi!s, ut also to discuss the o'ectives to e accom!lished$ ;ou should also mentionhow the event or s!onsorshi! #its into the overall IMC a!!roach$ %vents and s!onsorshi!s #or

the consumer market are !resented in 3ection 6$2$5 o# the IMC outline and in 3ection 8$2$5#or usiness+to+usiness markets$

Chapter 13 IMC Plan Pro Exercise: Complete Sections 3.& %.2.$ and '.2.$.


20/22

Chapter 1!

Creating Internet Marketing Plans

The Internet is a vital com!onent o# an" IMC Cam!aign$ In this section, "ou are asked to

design the o!ening !age o# a &e site$ This can e done in &ord, &ordPer#ect, or an" &edesign so#tware such as 1ront Page de!ending "our ackground and skills$ Be#ore the &esite is designed, the #unction o# the &e site and how it will e integrated into the IMCCam!aign should e addressed$ I# the &e site will e used #or direct !urchases " either consumers or usinesses, then "ou must think aout the sho!!ing cart and e+commerceincentives that will e used to attract u"ers$ *iscuss how the Internet &e site will inter#acewith the IMC Cam!aign o'ectives$

Chapter 1$ IMC Plan Pro Exercise: Complete Section $.$.


21/22

Chapter 1%

IMC $or *mall Businesses and +ntrepreneurial entures

The #inal section o# the textook is laeled Integration Tools$ 3ince cha!ter .6 is devoted to

small usinesses and new com!anies, this is an o!!ortunit" #or "ou to review "our IMC Planto ensure "ou have integrated all o# the materials u! to this !oint$ A#ter "ou have reviewedthe material, "ou should !re!are an %xecutive 3ummar", 3ection .$$ This will give "ou ano!!ortunit" to examine ever"thing "ou have !re!ared$ It will also !resent a logical lead+in tothe #inal cha!ter regarding evaluation !rograms$

Chapter 1% IMC Plan Pro Exercise: Complete Section 1.".

2.


22/22

Chapter 1'

+valuating Your IMC Program

The evaluation as!ect o# the IMC Cam!aign can e addressed in one o# two wa"s$ 1irst, it

can e a se!arate section o# the re!ort (3ections 6$5, 7$5, and 8$5)$ 3econd, it can eincor!orated into each section o# the re!ort$ I# this latter method is used, "ou will not need to !re!are 3ections 6$5, 7$5, or 8$5$ Instead, the last !art o# each section o# 6$2, 7$2, and 8$2 will e the method o# evaluation$ 1or exam!le, a#ter discussing advertising, add 3ection 6$2$.$5 or the E%valuationE com!onent$ A similar !rocedure would e used #or trade !romotions,consumer !romotions, and the other elements$ egardless o# the method used, "ou shoulddiscuss methods o# evaluation #or each com!onent o# the IMC !rogram$

The #irst #actor that should e considered is the level o# the evaluation such as short+term,long+term, !roduct+s!eci#ic, rand, and cor!orate$ 1igure .7$. !resents the various evaluationtechni:ues that are availale$ It is im!ortant to also incor!orate ehavioral measures o#

evaluation that are listed in 1igure .7$5$ Consideration should e given to how the !ulicrelations e##ort will e evaluated$ 1inall", consider overall health o# the com!an" and discussthe various methods listed in 1igure .7$7$ These last two com!onents, !ulic relations andcom!an" health evaluations should e !laced in 3ection 4$8 o# the IMC outline$

As "ou com!lete this !ortion o# their IMC Cam!aign, it is a good o!!ortunit" to review theentire !lan to ensure is a com!rehensive !lan that #ull" integrates all o# the variouscom!onents$

Chapter 1& IMC Plan Pro Exercise: Complete Sections 3.' %.$ &.$ and '.$.

22

building an imc campaign imc plan pro disk

Documents