Objectives are Used to Guide the Development of the Campaign’s Strategy by Stating its Goal.. Objectives are Used to Guide the Development.[r]
Trang 1Chapter 19
The Integrated Campaign
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The Structure of a Campaign
Plan
A campaign, whether advertising or IMC, is a
complex set of interlocking, coordinated activities.
It is designed strategically to meet a set of objectives and solve some critical problem.
It is a short-term plan that usually runs for a year or less.
A campaign may:
lFocus on one specific product attribute or one audience, or
lMay cover a variety of attributes and reach all the audiences
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Executive Summary
Summary of information in the
marketing plan
Summary of advertising objectives
Summary of advertising strategy
Summary of the budget
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I Situation Analysis
VII The Appropriation and Budget
The IMC Campaign Outline
(Tab 19.2)
II SWOT Analysis
III Campaign Strategy
IV Communication Strategy
V Media Plan
VI Marketing Communication Activities
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What is Integrated Marketing
Communications (IMC)?
Integrated Marketing Communications is
the practice of unifying all marketing
communication tools and corporate and
brand messages to communicate in a
consistent way to and with stakeholder
audiences It is more complex because
it considers more message sources,
more communication tools, and more
audiences.
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Employees
Community
Financial Community
Government Regulators
Government Regulators
Maintaining Consistent Communications to All Stakeholders
is Difficult and Works Only If a Company or Brand Has a Focused Business Philosophy or Mission, Clearly Understood Core Values, and a Strong Corporate Culture
Stakeholder Audiences
Trang 2Product & Company
Consumer & Stakeholder
Market Analysis
Competitive Analysis
Industry Analysis Marketplace Analysis
I Situation Analysis
The Most Important Research Areas Are:
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Practical Tips # 1 Conducting Research for a Situation
Analysis Conduct product and company research.
Conduct consumer and stakeholder research.
Analyze the market.
Analyze the competitive situation.
Analyze the industry.
Analyze the marketplace.
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Internal
Factors:
Strengths &
Opportunities
Internal
Factors:
Strengths &
Opportunities
External Factors:
Weaknesses
& Threats
External Factors:
Weaknesses
& Threats
Problem Identification Problem Identification
II SWOT Analysis
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III Campaign Strategy
Key Strategic Decisions that Will Guide the
Campaign.
Key Strategic Decisions that Will Guide the
Campaign.
Objectives are Used to Guide the Development
of the Campaign’s Strategy by Stating its Goal
Objectives are Used to Guide the Development
of the Campaign’s Strategy by Stating its Goal
Target Audiences are Identified.
Positioning Strategy Usually Remains the Same,
But Must be Accounted For in the Strategy
Positioning Strategy Usually Remains the Same,
But Must be Accounted For in the Strategy
Scheduling Strategy
Launch, Continuing Campaign, and the Close
Scheduling Strategy
Launch, Continuing Campaign, and the Close
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Message
Development
Research
Copy Testing
Is Used to
Evaluate the
Potential of
Various Message
Approaches.
Message
Development
Research
Copy Testing
Is Used to
Evaluate the
Potential of
Various Message
Approaches.
Creative Theme Big Idea is Tested.
Campaign Theme Should Create Synergy.
Slogans Can Help.
Creative Theme
Big Idea is Tested.
Campaign Theme Should Create Synergy.
Slogans Can Help.
Creative Tactics And Executions Divided Into Two Steps:
1 What the Message Says.
2 How the Message Will
Be Executed.
Creative Tactics And Executions
Divided Into Two Steps:
1 What the Message Says.
2 How the Message Will
Be Executed.
IV Communication Strategy
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What the Brand Says What the Brand Says
How the Company Performs How the Company Performs
What People Say About the Brand &
Company
What People Say About the Brand &
Company
Synergy Means the Whole
Is Greater Than the Sum
of Its Parts.
Considers Company Mission And Its Performance.
Synergy Means the Whole
Is Greater Than the Sum
of Its Parts.
Considers Company Mission And Its Performance.
Creating Synergy
Trang 3Media Plan
The media mix is created by selecting the best
combination of media vehicles, non-traditional
media, and marketing communication tools to
reach the targeted stakeholder audiences.
The media plan includes:
lMedia objectives (reach,frequency),
lMedia strategies (targeting, continuity, timing),
lMedia selection (specific vehicles),
lGeographic strategies,
lSchedules, and the
lMedia budget
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Key Part is to Measure a Brand’s Effectiveness Against Its Stated Objectives.
Key Part is to Measure a Brand’s Effectiveness Against Its Stated Objectives.
Prepare a Proposal Stating How the Campaign will be Evaluated.
Prepare a Proposal Stating How the Campaign will be Evaluated.
Evaluation May be the Most Important Step in an Advertising Campaign.
Evaluation May be the Most Important Step in an Advertising Campaign.
Evaluating the Campaign Plan