The process of developing an integrated marketing communications plan

REVIEW OF THE MARKETING PLAN

• Examine the overall marketing plan and objectives
• Role of Advertising and Promotions
• Competitive analysis
• Assess environmental influences

ANALYSIS OF PROMOTIONAL PROGRAM SITUATION

Internal analysis

• Promotional department organization
• Firm’s ability to implement a promotional program
• Agency evaluation and selection
• Review of previous program results

External analysis

• Consumer behavior analysis
• Market segmentation and target marketing
• Market positioning

ANALYSIS OF THE COMMUNICATION PROCESS

1.BUDGET DETERMINATION

• Set tentative marketing communication budgets.
• Allocate tentative budget

2.DEVELOP IMC PROGRAM

1. Advertising

• Set advertising objectives
• Determine advertising budget
• Develop advertising message
• Develop advertising media strategy

2. Direct marketing

• Set direct marketing objectives
• Determine direct marketing budget
• Develop direct marketing message
• Develop direct marketing strategy

3. Interactive/Internet marketing

• Set Interactive/Internet marketing objectives
• Determine Interactive/Internet marketing budget
• Develop Interactive/Internet marketing message
• Develop Interactive/Internet marketing media strategy

4. Sales Promotion

• Set Sales Promotion objectives
• Determine Sales Promotion budget
• Develop Sales Promotion message
• Develop Sales Promotion media strategy

5. Public Relations/Publicity

• Set Public Relations/Publicity objectives
• Determine Public Relations/Publicity budget
• Develop Public Relations/Publicity message
• Develop Public Relations/Publicity media strategy

6. Personal Selling/Sales

• Set Personal Selling/Sales objectives
• Determine Personal Selling/Sales budget
• Develop Sales message
• Develop selling roles and responsibilities