They are often stated in terms of the nature of the message to be communicated or what specific communication effects are to be achieved. Finally, in step five, the manager, must decide how to best deliver the message. If it comes from a marketing plan, one must, be sure nothing has occurred since it was written that could possibly be, outdated. Determining the budget could be done in five manners such as Historical Method, Objective-Task Method, Percentage-of-Sales Method, Competitive Budgets, or All You Can Afford. Thus, the promotional planners must know the roles advertising and other promotional-mix elements will play in the overall marketing program. REVISED PAGES An Introduction to Integrated Marketing Communications 1 bel01265_ch01.qxd 10/28/05 3:11 PM Page 2. “IMC is bringing together of all marketing communications activities” Kliatchko 2005 “IMC is the concept and process of strategically managing audience-focused, channel-centred and results-driven brand communication programmes over time.” Percy 2008 “IMC is planning a systematic way in order to determine the most effective and Every part of the marketing mix sends a message. Contextual or Situational Analysis. Developing the Integrated Marketing Communications Program. Understanding Integrated Marketing Communications (IMC),, Factors Affecting Advertising Budget and Have to Be Considered During the Last Steps of Any Media Planning Procedure, Budget Allocation Strategies and The Best Way of Budget Allocation in Settings Such as Iran, How OOH Media Measurement is Applicable in Iran; A Practical Guide for Brands. Consumer and Distribution. However, most agencies work very closely with their clients as they develop the advertisements and select media, because it is the advertiser that ultimately approves (and pays for) the creative work and media plan. Everything a brand does (and sometimes what it doesn’t do) can send a message. Synergy happens when all the messages work together to create a coherent brand perception. A similar process takes place for the other elements of the IMC program as objectives are set, an overall strategy is developed, message and media strategies are determined, and steps are taken to implement them. Then the manager must optimize message development to facilitate that, process, which involves steps three and four, establishing the positioning, and setting communication objectives. The best source of information, will be the marketing plan, since all marketing communication efforts, should be in support of the marketing plan. is a platform for academics to share research papers. The situation analysis focuses on the factors that influence or are relevant to the development of a promotional strategy and includes both an internal and an external analysis. WHAT IS AN INTEGRATED MARKETING COMMUNICATIONS (IMC) PLAN? Mangosuthu University of Technology - Durban, Chapter 1 (lecture 1) Perpectives on marketing research.ppt, CHAPTER 1_ DEVELOPMENT AND ROLE OF SELLING IN MARKETING.pptx, Mangosuthu University of Technology - Durban • MANAGEMENT 241, John-Adair-Decision-Making-And-Problem-Solving-SZ-Lib.Org_.pdf, Mangosuthu University of Technology - Durban • MANAGEMENT MISC, Copyright © 2020. Moriarty, S., Mitchell, N., & Wells, W. (2015). Advertising and other marketing communication agencies are creating tools and techniques to help marketers evaluate the efficiency and effectiveness of their marketing communication expenditures. In G. E. Belch, & M. A. Belch, Advertising and Promotion: An Integrated Marketing Communication Perspective (pp. Course Hero is not sponsored or endorsed by any college or university. Belch G. & M. Belch suggest that the IMC process consists of six steps outlined below: 1. Here is where a media agency regularly gets involved. Most markets have, multiple target groups, and as a result, there may be a number of com-, munication objectives required to reach them. Note that a central theme of this definition is persuasion: persuading people to believe something, to desire something, and/or to do something. The first stage of the IMC planning process is to conduct a situational/ contextual analysis. To put this into simpler terms, IMC is a strategic process Until now we discussed about IMC and its implementation, as you see above, as an advertising agency, one of the jobs that you might have to do is to planning the media which are suitable for execution of a firm’s IMC campaign. We will discuss about planning the media in next blog.   Privacy This plan will also include an advertising plan, promotions, personal selling, sponsorships and database programs. New York: McGraw-Hill Education. 558-588). An important part of this stage of the IMC planning process is developing communication objectives which refer to what the firm seeks to accomplish with its promotional program. (See Figure 11.1), ? For example, problems with the advertising program may lie in the nature of the message or in a media plan that does not reach the target market effectively. The review of IMC’s basic concepts in previous blog ( ) identifies a set of basic principles. First, target audience, action objectives will need to be carefully considered. each of these three areas in some detail. For most firms, the promotional plan is an integral part of the marketing strategy. Analysis of the Communications Process – determining how the company can effectively communicate with customers in the target market. The Marketing Planning Process deals with guidelines regarding the launching of a product and making it the best seller in a specific period of time. Integrated marketing communication is the the process of coordinating all this activity across different communication methods. The IMC planner wants to know not only how well the promotional program is doing but also why. So to summarize, here are 14 principles that guide IMC: In developing an integrated marketing communications strategy, a company combines the various promotional-mix elements, balancing the strengths and weaknesses of each to produce an effective communications program. So as you might guess, we’ll discuss about media planning in next blogs.   Terms. ), After a review of the marketing plan, it is time to begin the five-step, strategic planning process introduced in Chapter 1. We’ll show how these principles are applied to IMC campaign planning and program management in the sections that follow. Touch points are contact points that touch our emotions. Many media agencies like Armani Media Agency create a strategic media plan helping their clients to better manage and allocate their media budget in an IMC campaign and also to better get their target audiences. Integrated marketing communication plan templates can be used when you need to talk to your customers about the benefits of a product or brans that you intend to sell rather than just telling them to buy products from the brand. The IMC Planning Process Communications Research Target Market Product Positioning Objectives Budget IMC Components. As discussed earlier, each promotional-mix element has certain advantages and limitations. This is also very important, because it is just this informa-, tion that will serve as a background for the people who will be creating. 245 The IMC planning process In this chapter we shall be looking at the specific steps involved in the strategic planning process for integrated marketing communications (IMC). Planning plays an important role in the development and implementation of an effective integrated marketing communications program. What one is looking for here is knowledge about the market. Communication objectives should be the guiding force for development of the overall marketing communications strategy and of objectives for each promotional-mix area. The manager must know the reasons for the results in order to take the right steps to correct the program. The first step in the IMC planning process is to review the marketing plan and objectives. The manager should write out a description, of the brand so that anyone will immediately understand what it is and, what specific need it satisfies. Taking time to focus one’s attention like, this on the details of a brand often enables the manager to see it in a, clearer light.

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