Lecture Advertising and promotion (2/e) – Chapter 7: Planning for IMC

Chapter 7 Planning for IMC. The goals of this chapter are: To understand the role of planning in an organisation’s IMC program; to understand the role of target marketing, segmentation and positioning in planning for an IMC program; to explore the concepts and models of IMC planning; to demonstrate the strategic importance of account planning in advertising.

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PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 7-1

Chapter 7

Planning for IMC

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1 To understand the role of planning in an

organisation’s IMC program.

2 To understand the role of target

marketing, segmentation and positioning

in planning for an IMC program.

3 To explore the concepts and models of

IMC planning.

4 To demonstrate the strategic importance

of account planning in advertising.

Learning objectives

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Future of

planning

Planning process

IMC strategic decisions

IMC planning

Situation analysis

IMC audit

Identifying markets

Selecting target market

Outside-in Zero-based

Account planning

Marketing plan

Positioning

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The best job in the world

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The best job in the world (cont.)

Source: Courtesy of Tourism Queensland

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IMC defined

By definition, IMC involves the process of:

planning, executing, evaluating and controlling the use of the various communications tools to effectively communicate with target audiences.

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Review of the marketing plan

Marketing strategy and program

Marketing objectives

Implementation program Performance evaluation

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IMC situation analysis

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David Jones

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The IMC audit

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IMC Audit

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Future of

planning

IMC planning

IMC audit

Marketing plan

Positioning

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Market segmentation and

targeting

Market segmentation is the process of dividing up

a total market into distinct groups that:

1) have common needs

2) will respond similarly to a marketing action

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The target marketing process

Positioning through marketing strategies

Selecting market to target Determining market segmentation Identifying markets with unfulfilled needs

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to be viable.

A key question is how far to go

in the segmentation process

A key question is how far to go

in the segmentation process

Market segmentation and

targeting (cont.)

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Beer is beer?

Popular Imports Domestic specialties Premium

Light

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Bases for segmentation

Behaviour

Benefits Outlets

Customer characteristics

Buying situation Buying situation

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Market segmentation

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Demographic segments

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Behaviouristic segmentation

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Benefit segmentation

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Selecting a target market

How many segments

Target market selection

Two key questions

Target market selection

Two key questions

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Market coverage strategy

Undifferentiated marketing

Single product or service offered to

the whole market; no segmentation P1

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Developing a positioning strategy

job?

Do we have the money to do the

From whom must

we win this position?

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Positioning by product user

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Positioning by competitor

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Developing a positioning platform

6 Monitor the position

5 Make the positioning decision

4 Analyse consumer preferences

3 Determine competitors’ current positions

2 Assess consumers’ perceptions of competitors

1 Identify the competitors

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Positioning decisions

Is the current position

strategy working?

Is the current position

strategy working? strategy appropriate? strategy appropriate? Is the segmentation Is the segmentation

Are there sufficient resources to communicate the

position?

Are there sufficient resources to communicate the

The checklist

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Positioning strategy

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Future of

planning

IMC planning

IMC audit

Marketing plan

Positioning

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Outside-in planning

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Zero-based planning

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IMC strategy

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IMC planning

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Account planning is ‘the marketing services agency

discipline that researches and defines the client’s offering in the marketplace; applies strategic thinking, grounded in

intelligence and insights, to campaign planning.'

Role of account planner

Researcher

(inspire creative insights)

Link between service staff & creative

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Big ideas

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Data for planning

Background

research

Background

research

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Developing the consumer insight

Is the insight fresh?

Is it relevant? Does it

resonate with consumers?

Is it inspiring? Does it excite

the team and inspire different applications?

Is it inspiring? Does it excite

the team and inspire different applications?

Is it enduring? Is it built on a

deep understanding of

consumers’ beliefs and

needs so that it will endure?

Is it enduring? Is it built on a

deep understanding of

consumers’ beliefs and

needs so that it will endure?

The consumer insight

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Future of account planning

 Increasing recognition of consumers’ emotional attachment to products and brands

 Sustainability—embedding in strategy and

operations

 Extensions to boundaries of planning

 communications across non-traditional channels

 alignment of media strategy and planning

 integration of account planning and IMC planning

 rise of super planners

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Sustainability

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Summary and conclusions

 Great ideas begin with clever planning.

 Key strategic decisions include:

 segmentation and targeting

 positioning

 developing the customer insight

 creative strategy.

 Strategic planning should lead to a deep

consumer insight that inspires great creative

ideas.

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