整合营销方案.docx

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1、IMC Plan Outline1. Executive Summary2. Problem Statement3. Situation Analysisa. SWOTi.Strengths of the organizationii.Weaknesses of the organizationiii.Opportunities in the environment (e.g., demographics, political,legal, technological, social, cultural, economic, ecological)iv.Threats in the envir

2、onment (same list as #3 above)b. Market and Consumer Behavior Analysisc. Competitive Analysisd. Product Analysis4. Target Market(s) and Audience(s)5. Objectivesa. Marketing objectivesb. IMC objectivesc. Media objectives6. Strategies and programsa. Marketing strategiesb. IMC strategies and programsi.

3、Elements of the IMC mixii.Copy platformiii.Creative strategies and executionsc. Media strategies7. Evaluation (pre- and/or post-testing of efforts)8. Budget ( $1000)9. Appendicesa. Researchb.Creative execution (e.g., storyboards, media kits, videos, websites)The Integrated Marketing Communication (I

4、MC) Plan ExplanationAn understanding of the IMC mix is essential in putting together an effective and creative IMC plan for Greet the Day.Given an understanding of marketing and how important integration is in a marketing program, you and your group members can put together an IMC plan that will ove

5、rwhelm the client.In the process of effectively developing and implementing an IMC plan, marketers and communication professionals should always follow the marketing concept.Consumers wants and needs (i.e., donors and publics) should always be the main focus of the program.To lose this focus means t

6、hat the program, although creative or award-winning, will sell no product or service.There are numerous ways to develop an IMC campaign, just as on a directional map there are many routes to the desired destination.There are no perfect outlines to fit every IMC managers needs.The flowchart on Page 3

7、 offers some direction.OrganizationMissionand VisionAn organizationsmission statementtells why the organization is in operation or in business, theraison detre, if you will.You need to understand this before embarking on the creation of an IMC plan since it will intimately affect the solution you re

8、commend.An organization will feel uncomfortable with what you recommend if it is inconsistent with their stated mission.Thevision statementof an organization captures the picture of where the organization sees itself in the future.This is an “idealized organizational self.”This will also intimately

9、affect the solution you recommend because it involves everyones input to insure to develop what the organization thinks it wants to provide to its market and customers.The vision instills a goal.It creates excitement and teamwork among those affected by it.Situational AnalysisThe IMC situational ana

10、lysis provides a history of the IMC functions and an assessment of the environment in which the IMC professionals must work.Several factors must be considered in the situational analysis.The company or organization for which the IMC plan is being created must be analyzed.The environment in which thi

11、s organization operates must be understood and detailed.A market and consumer behavior analysis must be completed.Further, you must understand the competitive landscape.Finally, a product or service history and evaluation should be included.SWOT.The strengths and weaknesses of an organization revolv

12、e around resources such as:sales and profitability, mission and vision, organizations orientation (e.g., risk-taking vs. conservative), finances, technology, human resources, market share, and sales trends.The opportunities and threats in an environment are those forces (e.g., demographics, politica

13、l, legal, technological, social, cultural, economic, and ecological) that may affect the organization and its IMC execution.We will discuss the secondary and primary sources that you may wish to consult for this section.OtherIMC Program ElementsMarketing StrategiesIMC ObjectivesMarketing ObjectivesM

14、edia ObjectivesEvaluationBudgetPersonal SellingSales PromotionPR/PublicityDirect/InteractiveBrandingAdvertisingSituational AnalysisMissionand VisionMarket and consumer behavior analysis.This analysis is undertaken to help the IMC professional understand which market areas are key.The data gathered h

15、ere will also help provide you and your group members with information that facilitates IMC and media planning.Geographicsandindexingare popular analyses in the market analysis section of the plan.Two critical sources for you as planners includeSales and Marketing Managements Survey of Buying Power,

16、which is in physical format at the CSUF library; and, Mediamark Research, Inc. (MRI), which CSUF has added to its online resources.In addition, you will need to complete consumer behavior analysis on the current users (and these could be multiple constituencies).It is necessary to understand who, wh

17、at, how, when, and why consumers buy/use an organizations product or service.You should be able to draw a picture of the typical user or customer in order to turn your IMC plan into reality.In comparing the pro the market that exists in aggregate, you may also find some market opportunities for grow

18、th.In this section, you should provide detailed analysis of the potential consumer(s) using demographics (U.S. Census, etc.), psychographics (Claritas, VALS, MRI, etc.), geodemographics (U.S. Census, FirstGov, etc.), and behavioristics (organizations database, MRI, etc).Competitive analysis.You need

19、 to know who the competition is.Further, you need to know how, why, and when the competition will respond to changes in IMC tactics and executions.This analysis should examine both direct and indirect competition, with an emphasis on direct competition.The following list should help to generate a co

20、mprehensive analysis:1.Direct competition2.Indirect competition3.IMC strengths and weaknesses4.A history of IMC themes used by the competition (including current theme)5.IMC effectiveness6.A history of competitive IMC expenditures7.Hard data on the effectiveness of all past and current IMC programs

21、developed andexecuted by the competition8.Strengths and weaknesses of competitive products, brands, lines, etc.9.Indications of the acceptance by the trade of any IMC programs, both current and past10.Specific media placement practices by the main competitorsResources that are generally helpful incl

22、ude:Dun & Bradstreet, The Encyclopedia of Associations, The Thomas Register, the U.S. Bureau of the Census, Statistical Abstract of theU.S., County Business Patterns, etc.Product or service history evaluation.This section should answer the question, “What do the consumers want and/or need?”Much data

23、 may be found within the organization itself.You need to examine the marketing plan and see how all of the marketing elements fit together, and how value is delivered to the consumer.An effective product analysis will examine:1.Product or service background2.Current problems facing the product, bran

24、d, or service3.Past IMC or advertising themes4.Past IMC budgets5.Past to present media spending6.Current slogan, tag line, copy position, and so on.In addition, you need to thoroughly evaluate the quality of the product, the benefits offered by the product, and its need and want satisfiers.You will

25、need to examine if there have been additions or deletions to the product or service in recent years.Has the organization developed new markets, or found new applications or uses for their product?How do channel intermediaries feel about the product?Is distribution effective?Is the brand name well kn

26、own?What problems do consumers see with the product?What are the products unique benefits or features?How does the organization differentiate its product from the competitions products?How do consumers perceive the product?In other words, what is the brand identity and personality?The culmination of

27、 the situation analysis should be a further definition of thetarget market and audience.ObjectivesObjectives are simply goals, things that need to be accomplished, and milestones that need to be reached.Marketing objectives are usually stated in quantitative terms such as sales, profits, market shar

28、e, or margins and they affect the IMC objectives, which are usually stated in more qualitative terms (this does not mean that they are not measured quantitativelyits just that they are precursors to achieving marketing objectives).IMC objectives are usually such things as increasing awareness, chang

29、ing beliefs or perceptions, changing or reinforcing image, positioning an organization vis-vis the competition, increasing desire, or facilitating action (a purchase or behavioral change).Media objectives state the impact that you expect to have on an audience in terms of reach and frequency.Objecti

30、ves must meet the following criteria: measurability, quantifiability, realism, time-specificity.StrategiesStrategies are pathways to achieve the goals.Every good marketing strategy is comprised of an identification of a target market and the pathway to this market.IMC strategies identify the audienc

31、e and how to reach this audience.IMC strategies must detail a copy platform (to be discussed in classbut briefly, this details the target audience, primary competition, reasons to purchase, and a consumer promise).Media strategies must detail your selection of media vehicles and a schedule that refl

32、ects your efforts to reach your target audience.TacticsTactics are the executionable aspects of the campaign (i.e., whos going to do what, when, how, etc.).EvaluationThe plan must have a section on how the IMC campaign is to be evaluated.The evaluative procedure should refer back to the objectives a

33、nd indicate how they were achieved.Evaluation measures are both pre- and post-test in nature and include copy testing, concept tests, tracking, etc.Clients want some return on their IMC investment, so you must be able to show how the campaign will accomplish the desired ends.BudgetYou need to establish what amount of money will be needed to achieve the IMC objectives.Of course, the client may rein in your spending.