imc tutorial 10
DESCRIPTION
An overview of the IMC Plan assignment...TRANSCRIPT
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context analysis promotional objectives
promotional strategy
coordinated communications mix
implementation
Control and evaluation
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context analysis...
Business – who are our competitors?
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Your Notes PESTEL
Factors
Potential
Impact
Implications & Importance
About your organisation & how
the factors might impact on
marketing
for your organisation/SBU
Political
Economic
Social
Technological
Environmental
Legal
H = High
M = Medium
L = Low
U = Undecided
Time
Frame:
Short
Medium
Long
Type:
Opportunity or
Threat
Implication:
Increasing
Reducing
Not yet
determined
Relative
Importance
H = High
M = Medium
L = Low
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Monitor… Minimal Effort
Keep Informed
Keep Satisfied Key Players
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This will be submitted as an appendix
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Summary of key findings
Tactics – comms mix
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What were the key findings from your context analysis?
They need to set the scene for your plan
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Specific, Measureable, Achievable, Realistic and Time-bound
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• Pull… to influence consumers
• Push… to influence the channel members or provide
information
• Profile… to influence a range of stakeholders
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Sales Promotion
Direct Marketing
Public Relations
Personal Selling
Advertising
Target Audience
Media
Media Media
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implementation…
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different comms tools
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gap analysis…
timeframe
Mea
sure
… le
t’s
say
in
crea
se s
ales
by
10
%