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Int MRKT Comm

The document discusses the steps in an integrated marketing communications plan which includes contextual analysis, identifying target markets, setting communication objectives, determining the budget, selecting a marketing mix strategy, and evaluating the program. The plan aims to achieve marketing campaign objectives through coordinated promotional methods and can be used by various sized companies.

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Akarsh
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23 views

Int MRKT Comm

The document discusses the steps in an integrated marketing communications plan which includes contextual analysis, identifying target markets, setting communication objectives, determining the budget, selecting a marketing mix strategy, and evaluating the program. The plan aims to achieve marketing campaign objectives through coordinated promotional methods and can be used by various sized companies.

Uploaded by

Akarsh
Copyright
© © All Rights Reserved
Available Formats
Download as PDF, TXT or read online on Scribd
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Marketing Communications

The integrated marketing communications plan, is an approach


that achieves the objectives of a marketing campaign, through
well-coordinated use of different promotional methods that are
intended to reinforce each other. It is successful within B2B and
B2C companies and can be used by small retailers who can’t
afford to outsource marketing, large global brands to even non
–profit organisations, this model is applicable to cater for many
companies.1.Contextual or Situational Analysis:The first stage
of the IMC planning process is to conduct a situational/ contextual
analysis. This can involve a SWOT analysis, and an external and
internal environmental analysis.2. Target Markets:You need
to decide who your target markets are, map them on a
demographic and psychographic level. Then you need to decide
what the benefits are to the consumer and why they would use
the product.3. Communication Objectives:The third step of
the IMC planning process is to decide what the communication
objectives are. These are objectives that your company wants to
communicate to the public and their target audience. Some
examples of these are;-Develop brand awareness-Change
customer beliefs-Enhance brand image.4. Budget:The types
of budget that companies have can vary. These can be, a
percentage of sales, competitive partially, percentage of profit, a
budget depending on objectives and tasks and how much the
company can afford.5. Marketing Mix Strategy:The
marketing mix is selected in line with the communication
objectives and within lesion with the budget selected.6.
Evaluating the Programme:The final step of the IMC planning
process is evaluating the programme. This can be done by certain
social media metrics, by analyzing online traffic with the use of
Google analytics, by sales and social media tools that allow you
to track engagement with certain items.

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