PLANNING AND IMPLEMENTATION OF
IMC CAMPAIGNS
Ing. Kateřina Matušínská, Ph.D.
MARKETING COMMUNICATION 2/NAMK2
PLANNING AND IMPLEMENTATION OF IMC CAMPAIGNS
OUTLINE OF THE LECTURE
1. Marketing communication plan
2. Situation analysis
3. Objectives and target groups determination
4. Budgeting
5. Marketing communication strategy
6. Marketing communication coordination and integration
7. Marketing communication implementation
8. Marketing communication effectivity testing
PLANNING AND IMPLEMENTATION OF IMC CAMPAIGNS
1. MARKETING COMMUNICATION PLAN
• The various types of plans within the marketing and
communications disciplines are structured hierarchically.
• The activities of an organization start with a business plan, leading
to a marketing plan, followed by marketing/communications plan
and a communications plan (advertising and/or media plan).
Source: http://www.smartinsights.com/managing-digital-marketing/planning-budgeting/marketing-cdommunications-planning-
using-pasta-model/
PLANNING AND IMPLEMENTATION OF IMC CAMPAIGNS
MARKETING COMMUNICATION PLAN
• The marketing plan contains marketing goals and the strategy to
achieve these goals, as in gaining market share, number of
products and distribution channels. The marketing plan is the
starting point for the marketing/communications plan to determine
how and with what tools and resources will marketing goals be
achieved. Finally, the communications plan describes how to
communicate with various interest groups/stakeholders.
• Every plan must include the 3 key resources the 3Ms:
men/woman (human resources), money (budget), minutes (time).
PLANNING AND IMPLEMENTATION OF IMC CAMPAIGNS
MARKETING COMMUNICATION PLAN
• The steps of marketing communication plan can vary:
• Version A: Marketing objective, situational analysis,
communication objective, strategy (creative, communication and
medial), tactics creating , schedule, the determining of methods
and techniques for assessing the level of fulfillment,
development of detailed budget.
• Version B – SOSTAC® developed by P. R. Smith: situation
analysis, objectives, strategy, tactics, action, control.
• Version C: …
Source: http://www.smartinsights.com/managing-digital-marketing/planning-budgeting/marketing-cdommunications-planning-
using-pasta-model/
PLANNING AND IMPLEMENTATION OF IMC CAMPAIGNS
STEPS OF COMMUNICATION CAMPAIGN PLANNING
• Situation analysis
• Objectives and target groups determination
• Budgeting
• Marketing communication mix strategy (strategy, elements,
media)
• Marketing communication coordination and integration
• Marketing communication implementation
• Marketing communication effectivity testing - feedback
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2. SITUATION ANALYSIS
ANALYSIS
• INTERNAL (good product and its positioning,
recognizable and remarkable brand, loyal
customers, tradition, financial resources,
participation in sponsorship projects, previous
communication campaigns etc.)
• EXTERNAL (product and communication
activities of competitors, legislation and ethics
code of professional associations, popularity
and use intensity of various types of media in
some region, number and quality of
communication agencies etc.)
PLANNING AND IMPLEMENTATION OF IMC CAMPAIGNS
8
3. OBJECTIVES AND TARGET GROUPS DETERMINATION
MARKETING
COMMUNICATION
OBJECTIVES
• ECONOMICAL (sales increase,
profit increase, market share
increase, new product launch, …)
• UNECONOMICAL (image
improvement – repositioning,
brand general knowledge
increase, …)
PLANNING AND IMPLEMENTATION OF IMC CAMPAIGNS
establish for category, build brand
awareness, build brand attitude,
influence brand purchase intention
SMART!
MARKETING
COMMUNICATION
OBJECTIVES
The most effective communications can achieve multiple objectives!
OBJECTIVES AND TARGET GROUPS DETERMINATION
• Here are some examples of marketing communications
objectives:
• To increase awareness from 35 per cent to 50 per cent within
eight weeks of the campaign launch among 25- to 45- yearold
ABC1 women.
• To reposition Guinness from an old, unfashionable, older
man´s drink to a fashionable younger person´s drink over two
years among all 25- to 45- old male drinkers. To support the
launch of a new shop by generating 50 per cent awareness in
the immediate community one week before the launch.
• To announce a sale and create 70 per cent awareness one
day before the sale starts.
PLANNING AND IMPLEMENTATION OF IMC CAMPAIGNS
OBJECTIVES AND TARGET GROUPS DETERMINATION
• Marketing communication objectives according to Hierarchy
of effects model:
PLANNING AND IMPLEMENTATION OF IMC CAMPAIGNS
Source: https://blog.dotmailer.com/3-traditional-ad-techniques-
for-more-powerful-email-campaigns/
OBJECTIVES AND TARGET GROUPS DETERMINATION
• Marketing communication objectives according to Hierarchy
of effects model:
PLANNING AND IMPLEMENTATION OF IMC CAMPAIGNS
MINIPHASE EXAMPLE OF OBJECTIVE
Awareness To create awareness of the brand among the 90 % of the target group
within three months.
Knowledge To achieve that 70% of the target group was able to connect the brand
with the key benefits of the product within 4 months.
Liking To achieve that 40 % of the target group perceive the brand as a
trustworthy by the end of the year.
Preference To achieve that 25 % of target group perceive the brand as more
credible than competition brands by the end of the second quarter of
this year.
Conviction To achieve that 18% of the target group believes that the brand is the
best choice by the end of the year.
Purchase To achieve that 10 % of the target group purchases the product and 60
% of them performs a repeat purchase by the end of the first quarter of
this year.
OBJECTIVES AND TARGET GROUPS DETERMINATION
• It is very important to identify the target groups: potential
buyers of the products, current users, deciders, influencers,
individuals, groups, particular publics, general public.
• The target audience is a critical influence on the communicator´s
decisions about what to say, how, when, where, and to whom.
• Learn more about the process STP!
• Specific target groups today: children, seniors, potential parents,
gays (pink dollar), … – LATENT DEMAND?! MARKETING
POTENTIAL?!
PLANNING AND IMPLEMENTATION OF IMC CAMPAIGNS
4. BUDGETING
• „I know that half of my advertising is wasted, but I do not know
which half.“ (John Wanamaker, the department store magnate)
• Industries and companies vary considerably in how much they
spend on marketing communications. Expenditures might be
40 percent to 45 percent of sales in the cosmetics industry, but
only 5 percent to 10 percent in the industrial-equipment
industry.
• There are four common methods of budgeting:
• Affordable method
• Percentage-of-sales method
• Competitive-parity method
• Objective-and-task method
PLANNING AND IMPLEMENTATION OF IMC CAMPAIGNS
BUDGETING
• Affordable method – Some companies set the communications
budget at what they think they can afford. The affordable
method completely ignores the role of marketing
communications as an investment and their immediate impact
on sales volume.
• Percentage-of-sales method – Some companies set
communication expenditures at a specified percentage of
current or anticipated sales or of the sales price. This method
has little to justify it. It views sales as the determiner of
communications rather than as the result. It leads to a budget
set by the availability of funds rather than by market
opportunities.
PLANNING AND IMPLEMENTATION OF IMC CAMPAIGNS
BUDGETING
• Competitive-parity method – Some companies set their
communications budgets to achieve share-of-voice parity with
competitors. This approach is also problematic. There are no
grounds for believing competitors know better. Company
reputations, resources, opportunities, and objectives differ so
much that communications budgets are hardly a guide. And there
is no evidence that budgets based on competitive parity
discourage communication wars.
• Objective-and-task method – The most defensible approach, the
objective-and task method, calls upon marketers to develop
communications budgets by defining specific objectives,
identifying the tasks that must be performed to achieve these
objectives, and estimating the costs of performing them. The sum
of these costs is proposed communications budget.
PLANNING AND IMPLEMENTATION OF IMC CAMPAIGNS
ADVERTISING BUDGET
MODEL „S-SHAPE CURVE“
Sale
Communication
activities
A
YES
NO
PLANNING AND IMPLEMENTATION OF IMC CAMPAIGNS
5. MARKETING COMMUNICATION MIX STRATEGY
(STRATEGY, ELEMENTS, MEDIA)
• Selection of marketing communication strategy:
• Push strategy - a set of activities aimed at encouraging
members of the distribution channel to stock and sell the
product. „Taking the product to the customer.„
• Trade show promotions to encourage retailer demand.
• Direct selling to customers in showrooms or face to face.
• Negotiation with retailers to stock your product.
• Efficient supply chain allowing retailers an efficient
supply.
• Packaging design to encourage purchase.
• Point of sale displays.
PLANNING AND IMPLEMENTATION OF IMC CAMPAIGNS
MARKETING COMMUNICATION MIX STRATEGY
(STRATEGY, ELEMENTS, MEDIA)
• Pull strategy - promoting heavily to end customers and
consumers in order to pull products through the distribution
channel. "Getting the customer to come to you."
• Advertising and mass media promotion.
• Word of mouth referrals.
• Customer relationship management.
• Sales promotions and discounts.
• A combination of push and pull communication
strategy is the most effective marketing!!!
PLANNING AND IMPLEMENTATION OF IMC CAMPAIGNS
MARKETING COMMUNICATION MIX STRATEGY
(STRATEGY, ELEMENTS, MEDIA)
• Selection of marketing communication mix elements:
• advertising (medial mix), sales promotion, personal
selling, PR, DM, sponsorship – previous basic
knowledge of marketing communication!!!
• Factors in setting the marketing communications mix
elements: type of product, buyer-readiness stage
(awareness, comprehension, conviction, order, reorder),
product life-cycle stage.
PLANNING AND IMPLEMENTATION OF IMC CAMPAIGNS
MARKETING COMMUNICATION MIX STRATEGY
(STRATEGY, ELEMENTS, MEDIA)
• Selection of marketing communication mix elements:
• Combination of MCM elements= IMC!
On-line
Personal selling
Sales promotion
Advertising
DM
PR
Sponsorship
PLANNING AND IMPLEMENTATION OF IMC CAMPAIGNS
MARKETING COMMUNICATION MIX STRATEGY
(STRATEGY, ELEMENTS, MEDIA)
• Selection of marketing communication medial mix:
• Combination of selected media to achieve specific goals, i. e.
to influence the defined target groups.
• Various media types: print, digital, broadcast, outdoor, ….
• Classical media x untraditional media (ambient media,
animalvertising)
• Cold x hot media
• Strategic questions in media selection: reach versus
frequency, scheduling, geography, product type and media
costs.
PLANNING AND IMPLEMENTATION OF IMC CAMPAIGNS
MARKETING COMMUNICATION MIX STRATEGY
(STRATEGY, ELEMENTS, MEDIA)
• Medial mix – basic medial terms:
• CPT (cost per thousand)
• Prime time (TV: 19:00 – 21:00)
• Frequency
• Reach X Impact
• ….
PLANNING AND IMPLEMENTATION OF IMC CAMPAIGNS
MARKETING COMMUNICATION MIX STRATEGY
(STRATEGY, ELEMENTS, MEDIA)
• Medial mix – CPT - example:
• CPT = advertising/(impressions generated/1000)
• Version A: The whole page in magazine Man and life costs
240 000 CZK. Readership = men aged 15+, total number of
120,000 readers per edition.
CPT = 240 000 CZK/120 = 2 000 CZK
• Version B: The whole page in magazine Practical man costs
180 000 CZK. Readership = men aged 15+, total nember of
60,000 readers per edition.
CPT = 180 000 CZK/60 = 3 000 CZK.
• Each media type is perceived differently by people.
Therefore it is not possible to compare CPT of radio or
Internet etc.!
PLANNING AND IMPLEMENTATION OF IMC CAMPAIGNS
6. MARKETING COMMUNICATION COORDINATION
AND INTEGRATION
Work in house Communication
agency
Fieldwork
agency
• Activities determinations, responsibility for communication
campaign (own marketing department x communication
agency – advantages, disadvantages!), schedule, …
PLANNING AND IMPLEMENTATION OF IMC CAMPAIGNS
7. MARKETING COMMUNICATION
IMPLEMENTATION
• Planned communication activities are put in practice.
PLANNING AND IMPLEMENTATION OF IMC CAMPAIGNS
8. MARKETING COMMUNICATION EFFECTIVITY
TESTING
• The measurement of communication campaign coverage
and impact.
• Pre-testing (storyboard), post-testing (questioning),
continual testing, tracking studies.
• Common use of electronic methods of testing (eye
camera, psychogalvanometer, tachistoscope, TV meter, …)
PLANNING AND IMPLEMENTATION OF IMC CAMPAIGNS
MARKETING COMMUNICATION EFFECTIVITY
TESTING - STORYBOARD
PLANNING AND IMPLEMENTATION OF IMC CAMPAIGNS
• A set of drawings which describe the outline of TV
commercials.