Steps in Designing IMC Campaign

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Steps in Designing IMC Campaign
Step 1. Situational analysis Research Analysis
Step 2. Identifying the target audiences
Step 3. Setting budget allocations
Step 4. Setting the objectives
Step 5. Strategic decision-making strategy
Step 6. Operational decision-making tactics
Step 7. Campaign Management Implementation
Step 8. Campaign evaluation control
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The IMC RABOSTIC Planning Model

• Research Analysis
• Audiences
• Budget
• Objectives
• Strategy
• Tactics
• Implementation
• Control

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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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1. Situational Analysis

• Company analysis
• Competitors analysis
• Consumer analysis
• Market analysis
• Product analysis
• Problems and opportunities

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SWOT Analysis
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2. Identify Target Audience

• Includes assessing the audiences 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
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3. Setting the Budget

• What resources do we need?

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3. Setting the Budget

• Determining a budget usually involves asking two
  very important questions
• How much will it take?
• How much do we have?

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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.

• Six buyer readiness stages
• Sales versus communications objectives

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Buyer Readiness Stages
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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
  Izmir, Ankara, Istanbul, 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 mans drink to fashionable younger persons
  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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5. Strategic decision-making strategy

• How could we get there?
• ...provides the direction for all those involved
  in the campaign to follow

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Example of IMC Strategy?
Daewoo IMC strategy Position 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 Daewoos telemarketing database. The
complex mix includes retail design, interactive
point of sale, sales promotion, direct marketing,
database construction and management, PR and
advertising.
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Marketing Strategies
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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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An Illustration
Producer
Wholesaler
Retailer
Consumer
PUSH STRATEGY
Producer
Wholesaler
Retailer
Consumer
PULL STRATEGY
Product flow
Communication effort
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An Illustration
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Marketing Strategies
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6. Operational decision-making tactics

• 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

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7. Implementation

• Day-to-day running or operationalisation of what
  the plan intended to do when put into action
• Campaign management stage

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7. Implementation

• Creative implementation
• Media implementation
• Production implementation

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8. Campaign evaluation

• Control stage
• Are we getting there?

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8. Campaign evaluation
Are we getting there? Control stage

• In terms of
• Their efficiency
• Their effectiveness
• Economy

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Evaluation

• It starts and ends with Research
• Methods for evaluating the plan.
• Input/learning for next years plan
• Methods include
• Tracking studies
• Attitude, usage, and awareness studies
• Creative
• Recall
• Persuasion

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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.