1. Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved. Mkt440/Advertising & Promotions IMC and Planning June 13, 2015  Marketing Concept and Mix  IMC Planning  Setting Objectives  Promotion/IMC Plan Outline

2. Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved. The Marketing Concept “Find/Create a Need/Problem, and Solve It at a Profit.”

3. Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved. The Marketing Mix Step One The Target Market -- Needs, Wants, Expectations Step One The Positioning -- The Story Brand Image & Competitive Advantage Step Two The 4 P’s Product ---- Price ---- Place ---- Promotion

4. Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved. Successful Planning $ $ $ $ $

5. Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved. The Promotion/IMC Plan  Assembles all pertinent facts/assumptions about:  an organization  its markets  products and services  customers  competition  Summarizes the collected information with a SWOT Analysis.  Specifies objectives, strategies and tactics of the IMC effort.

6. Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved. Situation Analysis Marketing Objectives Marketing Strategy Marketing Tactics Top-Down Planning Monitoring & Evaluation

7. Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved. Bottom-Up Planning Marketing Tactics Marketing Results Marketing Strategy

8. Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved. Integrated Marketing Communications (IMC) The process of building and reinforcing mutually profitable relationships with employees, customers, other stakeholders, and the general public by developing and coordinating a strategic communications program that enables them to have a constructive encounter with the company/brand through a variety of media or other contacts.

9. Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved. IMC (a.k.a. Relationship Planning)  Lost Customers are Hard to Re-acquire  Defensive Marketing is Cheaper than Offensive Marketing  Repeat Purchasers Account for 90% of Sales  Current Consumers are the lifeblood of the company, not sales.  Share of Customer vs. Share of Market  Brand Loyalty  Lifetime Customer Value (LCV)

10. Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved. IMC (a.k.a. Relationship Planning)  The “4 C’s”  4 P’s/Inside Focus4 C’s/Outside Focus  ProductCustomer  PriceCost  PlaceConvenience  PromotionCommunication

11. Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved. Types of Relationships  Basic Transactional Relationship  Reactive Relationship  Accountable Relationship  Proactive Relationship  Partnership

12. Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved. Marketing Communications Functions Used in IMC  Mass Media Advertising  Specialty advertising  Sales promotion  Direct response  Public relations  Events and sponsorships  Trade and consumer shows  Merchandising and point of purpose  Personal selling  Customer service  Licensing  Packaging  E-Commerce

13. Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved. The Integration Triangle Confirm Unplanned Word-of-Mouth messages from Customers Do Actual Messages from Product/Service Say Planned Messages from Company

14. Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved. Setting IMC Objectives Action Desire Conviction Comprehension Awareness Learn Specify what the company wants from its IMC functions: Do Feel Do Learn Feel

15. Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved. Setting IMC Objectives (Cont.) Action Desire Conviction Comprehension Awareness 5 customers 25 50 80 100 people Specific, quantitative, realistic goals to be achieved in a specified period of time Specify what the company wants from its IMC functions:

16. Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved. Relationship Objectives Champs Clients Customers Prospects Target Market 5 customers 25 50 80 100 people Specific, quantitative, realistic goals to be achieved in a specified period of time Specify what the company wants from its IMC functions:

17. Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved. Advertising and Sales Number of Products Sold Advertising Expenditures ($) X

18. Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved. IMC/Promotion Plan Outline  Letter of Transmittal  Executive Summary  Company and Product(s) Background  SWOT Analysis (highlights of economic, industry, market share and consumer trends, competitive analysis, etc.)  Campaign Objectives ($ and unit sales, new customers, awareness, etc.)  Target Market Profile (demographic, lifestyle, problems/needs, and interests Supported with research. Include “a customer profile” and/or “a day in the life” scenario.)

19. Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved. Where to Find SWOT Analyses For Nearly 500 Companies. The University Library, via Business Source Premier, has a database that provides SWOT analyses on 497 companies. Most of the entries are 3 to 6 pages as part of their DataMonitor Report. Datamonitor is a respected business information/research firm. How to access: Go http://www.calstatela.edu/library/databases.htmhttp://www.calstatela.edu/library/databases.htm Find and select “Business Source Premier” in the Database Quick Pick box at the bottom of the page. Select “Company Profiles” from the "ribbon" below the tabs at the top of the page. Type in the name of company (Apple, American Airlines, Starbucks, Wal-Mart). Hit browse.

20. Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved. IMC/Promotion Plan Outline ( Cont.)  Positioning Statement (including proof/support)  Creative Execution (ad roughs for all selected media)  Media Plan (media mix, schedule, GRP’s, etc.)  Sales Promotion Plan (consumer and/or trade)  Public Relations and Publicity Plans  Budget Recap (by month; all activities)  Planning Calendar