文档介绍：Session 2:IMC Planning Process
1
Stages in IMC Planning Process
Introduction: Review of the Marketing Plan
Situation analysis
Establish objectives
Determine budgets
Develop IMC program
Implement IMC program
Monitor and Evaluate IMC program
2001/10/05
2
Planning Process
Common Objectives
Create and maintain a brand image
Increase customer awareness and curiosity
change consumer’s beliefs and attitudes about a brand
influence purchase intentions
simulate trial use
convert one-time users into repeat purchasers
switch consumers peting brands
encourage brand loyalty
stimulate more frequent use
increase sales
2001/10/05
3
Planning Process
Communication versus Sales Objectives
Sales Objectives
based on sales, market share, profit, or munication Objectives
munication tasks
based on response hierarchy
recognizes that sales are not always primary goal
2001/10/05
4
Planning Process
SALES? A Questionable Objective!
Product Quality
Promotion
Distribution
Competition
Technology
The Economy
Price Policy
SALES
2001/10/05
5
Planning Process
Inverted Pyramid munications Effects
90% Awareness
70% Knowledge
40% Liking
25% Preference
20% Trial
5% Use
Conative
Cognitive
Affective
2001/10/05
6
Planning Process
The DAGMAR Approach
Define
Advertising
Goals for
Measuring
Advertising
Results
2001/10/05
7
Planning Process
Characteristics of Workable Promotional Objectives
Establish a Quantitative Benchmark
Specify Measurement Methods and Criteria for ess
Specify a Time Frame
2001/10/05
8
Planning Process
Budgeting Methods:Top-Down Approaches
The Affordable Method
What we have to spare. What's left to spend.
Percentage of Sales Method
Set percentage of sales or amount per unit.
Competitive Parity Method
petitor or industry average spending.
2001/10/05
9
Planning Process
Total Budget Is Approved by
Top Management
Bottom-Up Budgeting
Cost of Activities are Budgeted
Activities to Achieve Objectives
Are Planned
Promotional Objectives Are Se