Producing An Integrated Producing An Integrated Marketing Communications Marketing Communications Campaign Campaign Chapter 10 Chapter 10
Dec 21, 2015
Producing An Integrated Producing An Integrated Marketing Communications Marketing Communications
CampaignCampaign
Chapter 10Chapter 10
Campaign PlanningCampaign Planning
Primary research to uncover Primary research to uncover problems campaigns will solveproblems campaigns will solve
Secondary sources provide Secondary sources provide market, company and audiences market, company and audiences statisticsstatistics
Syndicated services - Syndicated services - subscription affiliationssubscription affiliations
Step 1: PurposeStep 1: Purpose
State the problem and State the problem and supporting factssupporting facts
Designate campaign objective Designate campaign objective and durationand duration
Step 2: Situation AnalysisStep 2: Situation Analysis
Industry overviewIndustry overview Corporate historyCorporate history Economic, technological, Economic, technological,
political, social, and legal political, social, and legal environmentsenvironments
Competitive analysisCompetitive analysis
Step 3: SWOT AnalysisStep 3: SWOT Analysis
Strengths of the brandStrengths of the brand Weaknesses of the brandWeaknesses of the brand Opportunities to improve the Opportunities to improve the
brand and correct the brand and correct the weaknesses through weaknesses through promotional effortspromotional efforts
Threats to the brand, usually Threats to the brand, usually from outside sources from outside sources
Step 4: Target AudienceStep 4: Target Audience
Description of demographics, Description of demographics, psychographics, and psychographics, and geographics of audience geographics of audience intended for targetintended for target
Perceptual mappingPerceptual mapping Audience segmentationAudience segmentation
Step 5: Positioning StrategyStep 5: Positioning Strategy
Positioning strategy options:Positioning strategy options: Specific featureSpecific feature BenefitsBenefits Usage occasionUsage occasion User categoryUser category Against other brandsAgainst other brands Number oneNumber one Exclusive Exclusive
Step 6: Structure ObjectivesStep 6: Structure Objectives
Marketing objectivesMarketing objectives Advertising/communication Advertising/communication
objectivesobjectives Media objectivesMedia objectives Promotion/action objectivesPromotion/action objectives
Step 7: BudgetStep 7: Budget
Decide on percentages of budget Decide on percentages of budget allocated to delivery options:allocated to delivery options:
advertising, PR, promotion, etc.advertising, PR, promotion, etc.
Develop a pie chart to indicate Develop a pie chart to indicate share of expenditures for each share of expenditures for each IMC strategy selected in Step 8IMC strategy selected in Step 8
Step 8: IMC MixStep 8: IMC Mix
Select message delivery strategy from Select message delivery strategy from these options:these options:
Media advertisingMedia advertising Product placementProduct placement LicensingLicensing Sponsorship/PRSponsorship/PR InternetInternet PublicityPublicity Promotions/IncentivesPromotions/Incentives Direct responseDirect response
Step 9: Develop Message Step 9: Develop Message StrategiesStrategies
For each consumer aggregate, For each consumer aggregate, determine a message:determine a message:
New users - educational New users - educational messagesmessages
Current users - informational Current users - informational messagesmessages
Competitive users - incentives Competitive users - incentives and persuasive messagesand persuasive messages
Step 10: Set Evaluation Step 10: Set Evaluation CriteriaCriteria Pre-post testsPre-post tests Post-campaign salesPost-campaign sales Contest and sweepstakes Contest and sweepstakes
entriesentries Exit polling from venuesExit polling from venues Attendance measuresAttendance measures Web site hitsWeb site hits Revenue indicatorsRevenue indicators
Global AspectsGlobal Aspects
Delivery systemDelivery system Market regulationsMarket regulations Advertising agencies; agency Advertising agencies; agency
affiliationsaffiliations Campaign scope and brandingCampaign scope and branding Global logics: Global logics:
1.1. CompetitorCompetitor2.2. IndustryIndustry3.3. SizeSize4.4. RegulatoryRegulatory
QuestionsQuestions
Discuss the elements of a situation Discuss the elements of a situation analysis.analysis.
What forms of evaluation are What forms of evaluation are important for determining success or important for determining success or failure of a campaign for a failure of a campaign for a destination?destination?
What factors make consumers What factors make consumers around the world similar to one around the world similar to one another? What factors create another? What factors create diversity among consumers in diversity among consumers in different countries?different countries?