Lecture Advertising and promotion (2/e) – Chapter 7: Planning for IMC
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Chapter 7
Planning for IMC
Copyright 2012 McGraw-Hill Australia Pty Ltd
PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell
7-1
Learning objectives
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.
Copyright 2012 McGraw-Hill Australia Pty Ltd
PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell
7-2
Marketing
plan
Situation
analysis
IMC
audit
Planning
process
Future of
planning
Role of
planner
Data for
planning
Consumer
insight
Planning
for IMC
Identifying
markets
IMC
strategic
decisions
Account
planning
Market
segmentation
Selecting
target market
Positioning
IMC planning
Outside-in
Zero-based
Copyright 2012 McGraw-Hill Australia Pty Ltd
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The best job in the world
Source: Courtesy of Tourism Queensland
Copyright 2012 McGraw-Hill Australia Pty Ltd
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The best job in the world (cont.)
Source: Courtesy of Tourism Queensland
Copyright 2012 McGraw-Hill Australia Pty Ltd
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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.
Copyright 2012 McGraw-Hill Australia Pty Ltd
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7-6
Review of the marketing plan
Situation
Situation analysis
analysis
Marketing
Marketing objectives
objectives
Marketing
Marketing strategy
strategy and
and program
program
Implementation
Implementation program
program
Performance
Performance evaluation
evaluation
Copyright 2012 McGraw-Hill Australia Pty Ltd
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7-7
IMC situation analysis
Internal
Internal factors
factors
1.
1. Promotional
Promotional
capabilities
capabilities
2.
2. Prior promotional
Prior promotional
programs
programs
3.
3. Brand image
Brand image
4.
4. Strengths and
Strengths and
weaknesses of
weaknesses of
product or service
product or service
External
External factors
factors
1.
1. Customer analysis
Customer analysis
2.
2. Competitive analysis
Competitive analysis
3.
3. Environmental
Environmental
analysis
analysis
Copyright 2012 McGraw-Hill Australia Pty Ltd
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David Jones
Copyright 2012 McGraw-Hill Australia Pty Ltd
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The IMC audit
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7-10
IMC Audit
Copyright 2012 McGraw-Hill Australia Pty Ltd
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Marketing
plan
Situation
analysis
IMC
audit
Planning
process
Future of
planning
Role of
planner
Data for
planning
Consumer
insight
Planning
for IMC
Identifying
markets
IMC
strategic
decisions
Account
planning
Market
segmentation
Selecting
target market
Positioning
IMC planning
Outside-in
Zero-based
Copyright 2012 McGraw-Hill Australia Pty Ltd
PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell
7-12
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.
Copyright 2012 McGraw-Hill Australia Pty Ltd
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7-13
The target marketing process
Identifying
Identifying markets
markets with
with unfulfilled
unfulfilled needs
needs
Determining
Determining market
market segmentation
segmentation
Selecting
Selecting market
market to
to target
target
Positioning
Positioning through
through marketing
marketing strategies
strategies
Copyright 2012 McGraw-Hill Australia Pty Ltd
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7-14
Market segmentation and
targeting (cont.)
Narrow markets
results in fewer
customers and
may be too small
to be viable.
A broad market
means more
customers, but
presents a
challenge for
identifying
common needs.
Marketserved
served
Market
keyquestion
questionis
ishow
howfar
farto
togo
go
AAkey
inthe
thesegmentation
segmentationprocess
process
in
Copyright 2012 McGraw-Hill Australia Pty Ltd
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IMC strategic decisions
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Beer is beer?
Popular
Imports
Domestic specialties
Premium
Light
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Bases for segmentation
Psychographic
Psychographic
Demographic
Demographic
Customer
Customer
characteristics
characteristics
Socioeconomic
Socioeconomic
Geographic
Geographic
Behaviour
Behaviour
Usage
Usage
Outlets
Outlets
Buying
Buying
situation
situation
Awareness
Awareness
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Benefits
Benefits
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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
Target
Target market
market selection
selection
Two
Two key
key questions
questions
Which
Which segments
segments
offer
offer greatest
greatest
potential?
potential?
How
How many
many segments
segments
to
to enter?
enter?
(coverage
(coverage strategy)
strategy)
Copyright 2012 McGraw-Hill Australia Pty Ltd
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Market coverage strategy
Undifferentiated marketing
Single product or service offered to
the whole market; no segmentation
P1
Differentiated marketing
Develop different products for
different segments;
segmentation, no targeting
Concentrated marketing
Focus on single market or a
few markets; segmentation
and targeting
P2 P3
P4
P1
P1
Copyright 2012 McGraw-Hill Australia Pty Ltd
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Developing a positioning strategy
What
What position
position do
do
we
we have
have now?
now?
Does
Does our
our creative
creative
strategy
strategy
match
match it?
it?
Do
Do we
we have
have the
the
tenacity
tenacity to
to stay
stay with
with
it?
it?
The
The
position
position
Do
Do we
we have
have the
the
money
money to
to do
do the
the
job?
job?
Copyright 2012 McGraw-Hill Australia Pty Ltd
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What
What position
position do
do
we
we want
want to
to own?
own?
From
From whom
whom must
must
we
we win
win this
this
position?
position?
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