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
- 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
