IMC PLAN

An IMC plan outlines all Advertising or marketing

communication activities
Usually done on Annual basis
Companies may develop a campaign plan which
is more tightly focussed on solving a particular
Marketing Communication problem
A campaign plan typically includes a variety of
messages carried in different media and sometimes
targeted to different audiences.

11-10-2019 DR RUBY CHANDA SIMS PUNE 1

 UCB CAMPAIGN

https://timesofindia.indiatimes.com/city/delhi/t
he-dont-party-by-united-colors-of-benetton-
held-in-delhi/articleshow/51844304.cms

11-10-2019 DR RUBY CHANDA SIMS PUNE 2

 Integrated Marketing Communications
Planning Model
Review of marketing plan
Promotional program situation analysis
Analysis of the communications process
Budget determination
Develop integrated marketing communications programs

Sales PR/ Personal Direct Internet/

Advertising
promotion publicity selling marketing interactive
Sales
Advertising promotion PR/ Personal Direct Internet/
publicity selling marketing interactive
objectives objectives objectives objectives objectives objectives

Message Sales PR/ Personal Direct Internet/

promotion publicity selling marketing interactive
strategy strategy strategy strategy strategy strategy

Integrate and implement marketing communications strategies

Monitor, evaluate and control IMC Program

11-10-2019 DR RUBY CHANDA SIMS PUNE 3

 Elements of a Marketing Plan

Detailed situation analysis

Specific marketing objectives

Marketing strategy and program

Program for implementing the strategy

Process for monitoring & evaluating

performance

11-10-2019 DR RUBY CHANDA SIMS PUNE 4

 SITUATION ANALYSIS

• Past promotional
situation

• Product situation

• Audience situation

• Competitive situation

• Regulatory situation
11-10-2019 DR RUBY CHANDA SIMS PUNE 5
 Promotional Program
Situational Analysis
Internal External

Firm’s promotional Customer analysis

organization/capabili •Who buys? Who influences
ties the decision
•Why do they buy? What
Review of previous needs and wants must be
programs and met?
results •Why do they buy?
•Where and when?
Assess firm/brand
image Competitive analysis
Assess strengths and Environmental
weaknesses of analysis
product or service

11-10-2019 DR RUBY CHANDA SIMS PUNE 6

COMMUNICATION OBJECTIVES

11-10-2019 DR RUBY CHANDA SIMS PUNE 7

 BUDGET PLANNING
Affordable

Arbitrary

Percentage of Sales

Competitive Parity

Return on Investment

Objective and Task Method

11-10-2019 DR RUBY CHANDA SIMS PUNE 8
 MARKETING STRATEGIES

11-10-2019 DR RUBY CHANDA SIMS PUNE 9

 MARKETING STRATEGIES VS MARKETING
TACTICS
A strategy is the “what” – the overriding method for reaching your
goals. Tactics are the “how” – the action items aligned with that
strategy. In IMC, strong strategies are a critical success factor to the
campaign for several reasons:
Strategies help with alignment. A strong strategy can be
implemented across channels.
Integrated marketing communications require constant, iterative
testing of IMC tactics. With a good strategy, you can constantly
change up your tactics without changing direction. Tactics or linked
tactics may fail to produce, but your campaign doesn’t have to fail
overall.
Strategy is easier to communicate than specific IMC tactics. And
again, if a tactic fails you don’t have to tank the entire campaign.
11-10-2019 DR RUBY CHANDA SIMS PUNE 10
DISCUSSION….

11-10-2019 DR RUBY CHANDA SIMS PUNE 11

 MARKETING TACTICS
Paid: Buying brand or content placement in a publication,
website, search engine, social network, etc.
Common content types: Magazine ad, Billboard, Facebook ad
Pay Per Click (PPC):A paid marketing tactic that displays digital
advertising in media where you pay only when someone clicks on
your content.
Common content types: Google AdWords ad, Bing ad,
Retargeting display ad
Testimonial :A form of endorsement in which a customer provides
positive review of your brand, product, or service, but need not
have fame.
Common content types: Home page, Signup page, Social media
message
11-10-2019 DR RUBY CHANDA SIMS PUNE 12
 MATCH METHOD WITH IMC OBJECTIVE

Conduct Pre and Post test analyses

Levels of Analysis:
Short-term outcomes (sales, redemption rates)
Long-term results (brand awareness, loyalty and
equity)
Product-specific awareness
Corporate Awareness
Affective Responses (like/dislike)
11-10-2019 DR RUBY CHANDA SIMS PUNE 13
MESSAGE EVALUATIONS - APPROACHES

CONCEPT TESTING:
 Focus on content of ad and impact thereof on customer
 Usually Focus Groups
COPY TESTING
 Used when piece is near finished, prior to production
 PORTFOLIO TEST: display print ads
 THEATRE TEST: display TV ads
 Mall intercept technique (pre-test)

11-10-2019 DR RUBY CHANDA SIMS PUNE 14

MESSAGE EVALUATIONS - APPROACHES
RECALL tests:
 What do you recall over a span of time as well as
information about the ad(s) that they remember
 Day-after recall (DAR)
 Unaided recall
 Aided recall

RECOGNITION tests:
 Give copy of ad and ask if they recognize or have seen
it before
 Attitude and Opinion
 Emotional Reaction
 Physiological Arousal
 Persuasion
11-10-2019 DR RUBY CHANDA SIMS PUNE 15
 EVALUATION CRITERIA
•Establish Quality Evaluation Criteria: such as PACT (positioning
advertising copy testing)
•Should be relevant to objectives being measured
•Agreement on how the results will be used
•Use multiple measures to evoke more precise evaluations
•Test should be based on some theory or model of human
behavior
•Consider multiple exposures
•Validity necessitates that comparative tested ads are in
the same stage of their development process
•Adequate Controls to prevent biases and external factors
•Samples must be “representative”
•Tests
11-10-2019
should be Reliable and Valid (generalizable)
DR RUBY CHANDA SIMS PUNE 16
EVALUATING THE OVERALL IMC PROGRAM
Peter Drucker identified goals that define overall
well-being of a company:
 Market Share
 Level of Innovation
 Productivity
 Physical and Financial Resources
 Profitability
 Manager performance and development
 Employee performance and attitudes
 Social Responsibility
IF these goals are being reached, the IMC plan is
likely in good order.
11-10-2019 DR RUBY CHANDA SIMS PUNE 17
 Obstacles to Implementing IMC

Consistent
Consistent
execution
execution Internal
Internal
Many elements
Many elements turf
turf battles
battles
to
to handle
handle

Compensation
Measuring
Measuring
campaign
campaign
Agency
Agency egos
egos success
success
Fear of budget
Fear of budget
reductions
reductions

11-10-2019 DR RUBY CHANDA SIMS PUNE 18