台大推广策略--planning process.pptVIP

Session 2:IMC Planning Process Stages in IMC Planning Process Introduction: Review of the Marketing Plan Situation analysis Establish objectives Determine budgets Develop IMC program Implement IMC program Monitor and Evaluate IMC program Common Objectives Create and maintain a brand image Increase customer awareness and curiosity change consumer’s beliefs and attitudes about a brand influence purchase intentions simulate trial use convert one-time users into repeat purchasers switch consumers from competing brands encourage brand loyalty stimulate more frequent use increase sales Communication versus Sales Objectives Sales Objectives based on sales, market share, profit, or ROI Communication Objectives specific communication tasks based on response hierarchy recognizes that sales are not always primary goal SALES? A Questionable Objective! Inverted Pyramid ofCommunications Effects The DAGMAR Approach Define Advertising Goals for Measuring Advertising Results Characteristics of Workable Promotional Objectives Establish a Quantitative Benchmark Specify Measurement Methods and Criteria for Success Specify a Time Frame Budgeting Methods:Top-Down Approaches The Affordable Method What we have to spare. Whats left to spend. Percentage of Sales Method Set percentage of sales or amount per unit. Competitive Parity Method Match competitor or industry average spending. Bottom-Up Budgeting Allocating the Budget - Factors to Consider Elements of a IMC Plan Executive Summary and Overview Situation Analysis Objectives Budgeting Strategy Evaluation *Planning Process * Product Quality Promotion Distribution Competition Technology The Economy Price Policy SALES 90% Awareness 70% Knowledge 40% Liking 25% Preference 20% Trial 5% Use Conative Cognitive Affective Total Budget Is Approved by Top Management Cost of Activities are Budgeted Activities to Achieve Objectives Are Planned Promotional Objectives Are Set Client/Agency Policies Market Size Market Potential Marke