Formulating basic assumptions about key determinants of marketing success. The six steps of the imc planning process cocoonfxmedia. Learn vocabulary, terms, and more with flashcards, games, and other study tools. Students learn and apply the imc planning process and examine the role of integration to ensure consistency of creative strategy and complementary use of traditional and digital media. Planning seeks to bridge the gap between where we are and where we want to go.
In outline the marketing planning process comprises the following steps. A planning process designed to ensure that all brand contacts received by a customer or prospect for a product, service or organization are relevant to that person and consistent over time. It suggests that effective imc plans promote the companies products and services. Pdf integrated marketing communications researchgate. The imc planning process the imc planning process developing an integrated marketing communications plan requires the analysis of the three cs. Efective imc planning means understanding the strengths and weaknesses of. Steps of effective communications imc planning process.
As such, the building today features open, airy spaces. The imc process generally begins with an integrated marketing communications plan that describes the different types of marketing, advertising, and sales tools that will be used during campaigns. Introduction to integrated marketing communications. This article throws light upon the six main steps of integrated marketing communication planning process. To put this into simpler terms, imc is a strategic process. Connor university center integrated marketing communications campaign 2012 20. This process is guided by an integrated marketing communications plan that provides the framework for developing, implementing, and controlling the organizations imc program. Jan 29, 2009 marketing communication planning process, imc, integrated marketing communication, marketing, branding, advertisement, brand audit, media planning, situational slideshare uses cookies to improve functionality and performance, and to provide you with relevant advertising. Marketing communication planning process, imc, integrated marketing communication, marketing, branding, advertisement, brand audit, media planning, situational slideshare uses cookies to improve functionality and performance, and to provide you with relevant advertising. It integrates marketing, advertising, promotion, public relations and communication both offline and online strategies and tactics. While your plan might utilize each marketing communications function differently, the overall idea remains the same.
Imc planning process 1 imc planning process there are. Imc planning process marketing communications sales scribd. Integrated marketing communications integrated marketing communications imc. The strategic integration of multiple means of communicating with target markets to form a comprehensive, consistent message. Imc process model, imc rabostic planning model, wheel of imc model, all of which are based on generally accepted conventions within an overall. Segmentation and targeting identification who will we talk to.
The american marketing association defines imc as a planning process designed to assure that all brand contacts received by a customer or prospect for a product, service, or organization are relevant to that person and consistent over time. This is critical, for it is this understanding that identifies where in that process marketing communication can have a. Imc is a strategic business process used to plan, develop, execute and evaluate coordinated, measurable, persuasive brand communication programmes over time. When the senior management is not involved in the process, it could lead to imc being deprived of useful resources. Planning seeks to bridge the gap between where we are and where we want. Integrated marketing communication strategies of apple and. The imc planning process marketing communications business. Integrated marketing communication planning process management. Following the current conceptualizations as a combination of various marketing communications tools, imc strategy is applied to an established strategic market planning model named the boston consulting group bcgs growthshare matrix. Imc planning process free download as powerpoint presentation. Imc is a strategic process used to plan, develop, execute and.
To introduce the concept of integrated marketing communications imc and consider how it has evolved. Integrated marketing communications integrated marketing communications imc is the coordination and integration of all marketing communication tools, avenues, and sources within a company into a seamless program, which maximizes the impact on consumers and other end users at a minimal cost. Steps in imc planning process learning resource learnistan. Dec, 2017 imc is a strategic business process used to plan, develop, execute and evaluate coordinated, measurable, persuasive brand communication programmes over time. We suggest new ideas for better planning of imc process and connection with brand building in. There are many of fundamental elements that need integrating in the imc planning process. Integrated marketing communication planning process. However, developing the integrated marketing plan carefully and accordingly can help you ensure the high potential of the documents effectiveness and successful usage. The imc planning process free download as powerpoint presentation.
But the manager would first have to set objectives, only then will a manager know where he has to go. An ic plan covers all the different ways that a business or organization communicates about itself, its products or its services to the world. Integrated marketing communications and market planning. These are largely promotional tools, which include everything from search engine optimization seo tactics and banner advertisements to webinars and. Imc planning process we focus on the planning process for an effective integrated marketing communications campaign. Introduces students to the fundamentals of integrated marketing communications imc.
What are the relationships between communications expenditures and company sales. Hola is a unique and highend jewelry brand that wants to introduce beautiful fashion statement. We will talk about the potential challenges you may come across while we are communicating with your consumers and the tricks to overcome these challenges. Environmental analysis swot analysis, internalexternal, s. Imc is a process of strategic planning in order to determine the most consistent message and expose it to the target audience through the synergy of marketing communication instruments and media. Revised pages an introduction to integrated marketing.
Developing the integrated marketing communication programme 6. Scribd is the worlds largest social reading and publishing site. Pdf planning for integrated marketing communications from. To ensure that imcs programme is valuable, higher levels of the business should agree with the efforts of staff in the strategic planning. From the analysis of the 3 cs, decisions about the target market and product positioning can be made. Connor university center integrated marketing communications campaign 2012 20 executive summary the james r.
To introduce the various elements of the promotional mix and consider their roles in an imc program. To discuss marketing, marketing communication, integrated marketing communication and ooh advertising media from a theoretical perspective, in order to identify and apply the key imc principles that should guide the planning of ooh advertising media as part of an overall imc campaign. In addition to advertising, what other imc components are selected as part of the imc planning process. Master of science in integrated marketing communications. Chapter 4 the imc planning process flashcards quizlet. The face, personality and spirit of your company and. Integrated marketing communications imc is the term used to describe the entire program by which you communicate with your customers. Through all of the uc and campus changes, the university center still strives to provide a welcoming. Integrated marketing communication imc plan youtube.
There are typically six steps in the imc planning process. Planning is the systematic process of establishing a need and then working out the best way to meet the need, within a strategic framework that enables you to identify priorities and. The process of planning, executing, evaluating, and controlling the use of the various promotionalmix elements to effectively. Consumer information processing imc planning process. Gathering information on the external environment and the organization internally. Summary for marketing research at han university of applied sciences. This paper attempts to explain the various integrated marketing communication strategies adopted by the two leading brands apple and samsung. Imc is the concept and process of strategically managing audiencefocused, channelcenterd, and resultdriven brand communication programs over time kliatchko, 2005. The imc planning process begins with an analysis of the context, which involves the 3 cs customers, competitors, and communication. The marketing planning process structure discussed above can further be elaborated. The imc planning process 42 communications research target market product positioning objectives budget imc.
The imc planning process communications research target market product positioning objectives budget imc components. Plus, both the marketing and corporate goals should be considered simultaneously. Additionally, a media plan and methods of evaluating the success of this imc plan are described. It will outline what is involved in providing a firm foundation for gaining an understanding of the various aspects and elements of imc that will be. Imc process with examples marketing communications sales. Consumer information processing imc planning process coursera. In developing an integrated marketing communications strategy, a company combines the various promotionalmix elements. Imc as a planning process designed to assure that all brand contacts received by a customer or prospect for a product, service, or organization are relevant to. T o be effective, imc must follow a thorough strategic planning process, and one will be briefly introduced in chapter 1. The steps of marketing planning process we are going to discuss almost remains the same for each kind of business with a little amendments according to the scenario, 1. Thus, planning is closely connected with creativity and innovation. The six steps integrated marketing communications plan, is an approach that achieves the objectives of a marketing campaign, through. Given the current focus on the study of the integration and planning of ooh advertising media as one of the elements in an imc mix in south africa, the basic.
Sep 06, 2014 integrated marketing communications integrated marketing communications imc. This is critical, for it is this understanding that identifies where in that process marketing communication can have a positive impact. This article links the integrated marketing communications imc concept to the planning process in marketing. Pdf promotion is one of the four major elements of the marketing mix. Planning plays an important role in the development and implementation of an effective integrated marketing communications program. Imc process with examples free download as powerpoint presentation.
What types of marketing communications budgets may be used when developing the imc planning program. Each are important in their own right and can be applied to practically any business. Imc planning process city college of san francisco. Imc is a process of strategic planning in order to determine the most consistent mes. This plan will also include an advertising plan, promotions, personal selling, sponsorships and database programs. How your belly controls your brain ruairi robertson tedxfulbrightsantamonica duration. For you to optimize and maximize the usage of an integrated marketing plan, here are some of the things that you need to do. Identifying the major strengths and weaknesses of the organization and opportunities and threats externally swot. The strategic planning process for imc begins with the selection of the appropriate target audience, and an understanding of how they go about making decisions in the market.
The six steps of the imc planning process cocoonfxmedia lichfield. Each are important in their own right and can be applied to practically any business or organization, no matter the size or industry. Given the current focus on the study of the integration and planning of ooh advertising media as one. Imc planning process there are typically six steps in the imc planning process.
154 902 96 1177 1434 494 73 536 817 157 1058 1123 367 539 505 942 292 329 954 981 1352 303 1213 507 208 1084 1149 969 806 899 901 604 856 117 863 1221 1195