1. The Integrated Campaign
Chapter 19
The Integrated Campaign

2. The Structure of a Campaign Plan
A campaign, whether advertising or IMC, is a complex set of interlocking, coordinated activities.
It is designed strategically to meet a set of objectives and solve some critical problem.
It is a short-term plan that usually runs for a year or less.
A campaign may:
Focus on one specific product attribute or one audience, or
May cover a variety of attributes and reach all the audiences.

3. Executive Summary Summary of information in the marketing plan
Summary of advertising objectives
Summary of advertising strategy
Summary of the budget

4. The IMC Campaign Outline (Tab. 19.2)
I. Situation Analysis
The IMC Campaign Outline (Tab. 19.2)
VII. The Appropriation and Budget
II. SWOT Analysis
III. Campaign Strategy
IV. Communication Strategy
V. Media Plan
VI. Marketing Communication Activities

5. What is Integrated Marketing Communications (IMC)?
Integrated Marketing Communications is the practice of unifying all marketing communication tools and corporate and brand messages to communicate in a consistent way to and with stakeholder audiences. It is more complex because it considers more message sources, more communication tools, and more audiences.

6. Stakeholder Audiences
Maintaining Consistent Communications to All Stakeholders is Difficult and Works Only If a Company or Brand Has a Focused Business Philosophy or Mission, Clearly Understood Core Values, and a Strong Corporate Culture.
Government
Regulators
Employees
Investors
Financial
Community

7. Consumer & Stakeholder
I. Situation Analysis
Product & Company
Consumer & Stakeholder
Market Analysis
Competitive Analysis
Industry Analysis
Marketplace Analysis
The Most Important Research Areas Are:

8. Practical Tips # 1 Conducting Research for a Situation Analysis
Conduct product and company research.
Conduct consumer and stakeholder research.
Analyze the market.
Analyze the competitive situation.
Analyze the industry.
Analyze the marketplace.

9. II. SWOT Analysis Internal External Factors: Strengths & Weaknesses
Opportunities
External
Weaknesses
& Threats
Problem
Identification

10. Key Strategic Decisions that Will Guide the
Campaign.
III. Campaign Strategy
Objectives are Used to Guide the Development
of the Campaign’s Strategy by Stating its Goal.
Target Audiences are Identified.
Positioning Strategy Usually Remains the Same,
But Must be Accounted For in the Strategy.
Scheduling Strategy
Launch, Continuing Campaign, and the Close.

11. IV. Communication Strategy
Message
Development
Research
Copy Testing
Is Used to
Evaluate the
Potential of
Various Message
Approaches.
Creative Theme
Big Idea is
Tested.
Campaign Theme
Should Create
Synergy.
Slogans Can
Help.
Creative Tactics
And Executions
Divided Into
Two Steps:
What the
Message Says.
How the
Message Will
Be Executed.

12. Creating Synergy What the Brand Says Synergy Means the Whole
Is Greater Than the Sum
of Its Parts.
Considers Company Mission
And Its Performance.
How the Company
Performs
What People Say About the Brand & Company

13. Media Plan
The media mix is created by selecting the best combination of media vehicles, non-traditional media, and marketing communication tools to reach the targeted stakeholder audiences.
The media plan includes:
Media objectives (reach,frequency),
Media strategies (targeting, continuity, timing),
Media selection (specific vehicles),
Geographic strategies,
Schedules, and the
Media budget.

14. Evaluating the Campaign Plan
Prepare a Proposal Stating
How the Campaign will be
Evaluated.
Evaluation May be the Most
Important Step in an
Advertising Campaign.
Key Part is to Measure a
Brand’s Effectiveness Against
Its Stated Objectives.