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IMC Planning Process

This document discusses integrated marketing communications (IMC), which is defined as strategically coordinating different communication channels to deliver a consistent message to target audiences. It outlines the marketing communications process, which involves situation analysis, setting objectives, budgeting, program development, integration and implementation, and monitoring and evaluation. It also discusses push, pull and combination strategies as well as legal and ethical considerations for different marketing communication elements like advertising, public relations, and direct marketing.

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The Role of Marketing Communications Informing Reminding Persuading
The Marketing Communications Mix
Integrated Marketing Communications  Integrated Marketing Communications (IMC):  The strategic integration of multiple means of communicating with target markets to form a comprehensive, consistent message.
The Marketing Communications Process
Marketing Communications Planning Situation Analysis Communications Process Analysis Budget Development Monitoring, Evaluating, Controlling Integration & Implementation Program Development Marketing Plan Review
Situation Analysis The Competitive Environment The Economic Environment Marketing Mix Considerations The Social Environment
Communications Process Analysis  Set Marketing Communications Objectives  Apply the Basic Communication Model.
Budget Development  Influences on Budgeting:  Size of the company  Its financial resources  The type of business  The market dispersion  The industry growth rate  The firm’s position in the marketplace
Budgeting Methods  Percentage of Sales  Competitive Parity  All-You-Can-Afford  Objective-Task
Marketing Communications Program Development  Explicit Communications:  Convey a distinct, clearly stated message through personal selling, advertising, public relations, sales promotion, direct marketing, or some combination of these methods.  Implicit Communications:  What the message connotes about the product itself, its price, or the places it is sold.
Push, Pull, and Combination Strategies  Push Strategy:  Involves convincing intermediary channel members to “push” the product through the cannel to the ultimate consumer.  Pull Strategy:  Attempts to get consumers to “pull” the product from the manufacturing company through the marketing channel.
Push, Pull, and Combination Strategies  Combination Strategy:  Aiming marketing communications at both resellers and ultimate consumers.
Integration and Implementation  Implementation:  Setting the marketing communications plan into action. The key aspect of implementation is coordination !!!
Monitoring, Evaluating, and Controlling  Monitor sales promotion by the number of coupons redeemed.  Measure the effectiveness of a new personal selling strategy by looking at the number of new accounts opened.  A firm might run tests to see it consumers noticed the ad.  Review sales results and attribute fluctuations in sales volume to MC.
Ethical and Legal Considerations M C Element Legal / Ethical Concerns Advertising Deceptive advertising Unfavorable stereotypes Public Relations Lack of sincerity Using economic power unfairly Sales Promotion Misleading consumer promotions Paying slotting allowances for shelf space Personal Selling High-pressure selling Misrepresenting product benefits Direct Marketing Telemarketing privacy invasion Misuse of consumer database information
Legal -- but Ethical?  Some marketing communications may be technically legal but raise significant ethical questions:  Liquor industry now advertises on cable and local television stations.  Extensive promotion of higher-cost drugs when health care costs are spiraling out of control.  Heavy promotional allowances to pharmacies for agreement to push proprietary instead of generic drugs.  Promotion of legalized gambling.