Department of Business Administration
School of Business and Economics
MARK 34 ADVERTISING
INTEGRATED MARKETING COMMUNICATIONS PLAN FORMAT
The following information should be included:
Name of client and product
Time period covered by campaign
Course Number and Title
Department/College/ University Name
Name of your agency team
Names of agency team members
TABLE OF CONTENTS
A cogent summary (maximum: two pages) of exactly what your IMC plan involves. Among the items to include are:
• Campaign Title: Provides the title of the campaign developed by the team
• Major target audiences
• Time period of ...view middle of the document...
• Product Review/Buyer Analysis
A description of the product or service that is the focus of your campaign plan. Emphasis should be on the product's sales history, market share, strengths, weaknesses, key benefits, brand image, and other factors important for an understanding of the product's or service's performance and place among its category competitors. In addition, there should be identification of the various market segments and the user profile for the product, as well as a description of the consumer decision process for the product and the important factors influencing brand selection. Who buys the product or service? Who makes the decision? The influencer? What are the demographic, geographic, psychographic, and behavioral factors that influence the buying decision? Is buying behavior characterized by extended or limited problem solving? Is the product/brand a high-involvement or low-involvement purchase? In short, what are the key factors that influence buyer behavior for this product or service?
• Competitive Review
Identification of the important direct and indirect competitors for the product. For each competitor, focus should be on factors such as sales, market share, growth, key benefits, positioning, advertising and promotion budget, promotion program mix, message and media strategies, and an overall assessment of strengths and weaknesses.
Review of Existing/Past Programs
Detailed Review of Previous and Current Promotion Programs for the Product or Service, including Budgets, Promotion Mix, Share of Voice, Message Strategies, and Media Strategies
• SWOT analysis
III. STATEMENT OF THE PROBLEM: Briefly states what it the relevant issue(s) at hand and rationale behind them
IV. OBJECTIVE: States the objective(s) that the IMC Campaign must achieve.
Objectives must be “SMART”. There may be primary and secondary objectives but these must be also clearly stated as such.
What are the objectives of our campaign as they relate to brand awareness, knowledge and interest, favorable attitudes and image, and purchase intentions?
How much money do we need to spend to achieve our campaign objectives? What budgeting method will be employed? (The budget number at this point is a single aggregate figure, not broken down by individual promotion program element.)
A statement of what the marketing communications program will accomplish – the role the program will play in the marketing effort. IMC objectives involve a desired audience response, which results from the process of consumer decision making, useful frameworks for planners are the hierarchy-of-effects models discussed in Chapter 5 of the text.
· Awareness Objectives : used when most of the target audience is unaware of the product, service or brand or when awareness levels need to be increased
· Knowledge Objectives : used when the target audience has awareness, but knows...