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Lecture 4-5: Planning marketing communication activities

IMC’s objectives and

budget setting

IMC planning

IMC Plan Basis

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Setting objectives

IMC

BEHAVIOR
BUSINESS TOWARDS THE
OUTCOMES BRAND

Marketing and IMC objectives

-Starting from the marketing plan
- Defined in the company's - Narrower scope, focused on IMC
marketing plan. missions
VS.
- Achieved through synchronous - Focus on changing perceptions,
implementation of the policies in emotions, and behaviors of the
the master plan target audience
- Quantified: sales, profit, market - Two main aspects:
share, return on investment… • Sales
• Branding

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Requirements for objectives

• Specific: who, what, when

• Measurable: from which to which
• Achievable: do-able, suitable
• Realistic: thorough, integrated
• Timed: within a time period

Basis for setting communication objectives

Company
& - Vision, mission, business objectives
Strategy - Target market and brand positioning
Marketing
Dept

Business: Revenue, profit Short term

Marketing: market share, & Objectives
coverage, brand awareness, brand Long term
image, brand loyalty

External: target audience,

Conditions communication agencies, regulations.
Current & Internal: budget, skill & expertise,
situation resources experience, brand strength/health

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Steps in Bugeting

Marketing IMC IMC tools Media

budget budget allocation choice

Who
decides How?
?

Previous Affordable Industry

year data method average

Competitive Objectives-
Percentage
parity and-task
of sales
method method

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Balancing goals and budgets

What you
Amount of
need to do to
budget you
achieve your
can spend
$$$ goal

Top-down budget allocation

Maximum budget can be spent on media

Pull
Allocated to

POSM Personal selling

Push PR OOH Event

TVC Internet

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Budget allocation

According to • Online/offline
tools and media • Paid/own/earned

According to • New customer attraction

target audience • Customer relationship strengthening

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Bottom-up budgeting
Total buget

Radio Newspaper

Magazine
Mailing Internet

Display Salesperson

How much does it take to reach the goal?

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IMC’s objectives and

budget setting

IMC
IMC planning
planning

IMC Plan Basis

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Main content of a communication plan

1. Communication task and situation analysis
 Internal (marketing goals, positioning strategy, branding)
 External (competition, marketing environment…)

2. Strategic approaches
 Communication objectives
 Insight  big idea  key message and main media

3. Creative strategy and message execution

4. Media planning

5. Detailed action plan: KPI, budget

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IMC’s objectives and

budget setting

IMC planning

IMC Plan
IMC PlanBasis
basis

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Steps to develop a communication plan

SITUATION ANALYISIS :
(business problems that
can/need to be solved by IMC)

OBJECTIVES &
STRATEGY

MESSAGE and
MEDIA decisions

IMPLEMENTATION &
EVALUATION PLAN
(budget allocation, KPIs)

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IMC plan basis

IMC plan

Economic, legal
Objectives and Audience Media Market and
Budget and cultural
Strategy characteristics characteristics Competition
environment

Brand Positioning Aspirations, expectations

Market share, sales, profits Needs and habits
Competitive position Perceptions, attitudes, beliefs
…

Brand strategy, HEALTH INSIGHT

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Information needed for planning

The company, the brand and what needed to be done
• History and business situation of the enterprise
• Brand context and status
• Point of difference
• Previous communication activities, SWOT
• Campaign mission, budget, time

Source:
• Internal data
• Interviews with managers

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Information needed for planning

Target audience Preferred Media

• Demographic • Coverage
• Expectation & consumption behavior • Content characteristics
• Media habits • Audience profile

Source Source
• Market research reports • Internet
• Personal interviews with customers • Media agency

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Information needed for planning

Market and competition Source: Secondary data

• Size, market share, industry growth rate • Overview reports on the market and
• Consumption behavior trends industry
• Competitive position • Internal business report
• Communication activities of main • Competitor website
competitors

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