《广告学 Advertising - 整合营销传播IMC》课件-IMC02_V97.ppt

Lecture Presentation Series What Distinguishes IMC Planning? Thorson and Moore’s IMC Triangle CBW’s Situation Prior to Launch CBW / NSL Segmentation Framework CBW Launch Strategy CBW Objectives and Budget CBW’s Mix of Persuasion Tools Advertising, 2E; OGuinn, Allen, and Semenik (c) 2000 South-Western College Publishing Thomas C. O’Guinn Chris T. Allen Richard J. Semenik IMC Part II IMC 2-1 An outside-in approach is used to plan communications IMC planning requires a comprehensive and detailed knowledge about customers and prospects An IMC plan is built around brand contacts Control of an IMC plan is highly centralized IMC 2-2 Identify and Profile Target Segment(s) Consolidate the Value Proposition for the Brand Select a Mix of Persuasion Tools IMC 2-3 1. Historical context 2. Industry analysis 3. Local competition 4. Market analysis IMC 2-4 High- Level Mid- Level Frequent Traveler Executives Families Current Users of a Wireless Service Young Professionals With a College Student Families Current Non-Users of a Wireless Service 1.9 Million Cincinnations Spring 1998 IMC 2-5 1. Simple pricing, better value 2. ATT Wireless Network member 3. Worry-free security 4. The coolest phone on the planet IMC 2-6 New service activations (3.5% penetration) $3 million for the first eight months Phased implementation by market: Greater Cincinnati first, then Dayton IMC 2-7 1. TV, radio, outdoor ads: building brand awareness 2. Print ads: information about specific product features 3. Event sponsorships: create excitement visibility 4. Direct marketing sales promotion: motivate MOPEs to visit retail stores and close the deal