The IMC Plan

What is an IMC Plan?

A framework for developing, implementing,
and controlling the organization’s IMC
program. It must:
 Evaluate the current situation
 Determine the role of each promotion mix element
 Develop strategies for each promotion mix element
 Plan for their implementation
 Consider how to evaluate results
 Integrated Marketing Communications Planning Model
Review of marketing plan
Promotional program situation analysis
Communication Objectives

Budget determination

Develop integrated marketing communications programs

Sales PR/ Personal Direct Internet/

Advertising
promotion publicity selling marketing interactive

Advertising Sales PR/ Personal Direct Internet/

promotion 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
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
 Review the Marketing Plan

1.
1. A
A detailed
Contains
detailed
Contains situation
important
important analysis
information
situation analysis
information

2.
1. Specific
1.
2. Describes
Specific marketing
who
who the
marketing
Describes objectives
the target market
market is
objectives
target is

3.
2. A
2.
3. A marketing
Describes
marketing
Describes strategy
product
strategy
product and
and program
positioning strategy
program
positioning strategy

4. A
A program
4. Outlines
program
Outlines for
for implementing
marketing
marketing objectives the
objectives
implementing the strategy
strategy

5.
5. Specifies
Specifies strategies
strategies for
for each
each marketing
marketing mix
mix element
element

© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Conduct the Situation Analysis
 Internal Analysis – assesses relevant controllable
issues
 Firm’s Promotional Capabilities
 Product/Service Analysis
 Review of Past Promotional Programs
 External Analysis – assesses relevant uncontrollable
issues
 Customer Analysis
 Competitive Analysis
 Environmental Analysis
Set Communication Objectives
 Results the firm seeks to accomplish with its
promotional program
 Can only solve message related problems
 Examples: create awareness; provide
information; create an image, develop
preferences; stimulate purchase intentions;
stimulate trial of new product; remind
consumers of old products
Determine Budget
Two important questions:
 What will the promotion cost?

 How will it be allocated among the different

promotional tools?
Develop the IMC Program
 Decisions are made regarding the role and
importance of each promotion mix element.
 Must develop objectives, budgets, and
strategies for each element (see Figure 1-6)
 Example – advertising message and media
strategies are set
Monitor, evaluate, control
 It is important to determine how well the
program meets promotional objectives.
 The final stage is designed to provide
feedback concerning the effectiveness of the
IMC program.
 Information is used in subsequent
promotional planning.