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Chapter 7 Planning for IMC. The goals of this chapter are: To understand the role of planning in an organisation’s IMC program; to understand the role of target marketing, segmentation and positioning in planning for an IMC program; to explore the concepts and models of IMC planning; to demonstrate the strategic importance of account planning in advertising.
Chapter Planning for IMC Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 7-1 Learning objectives To understand the role of planning in an organisation’s IMC program To understand the role of target marketing, segmentation and positioning in planning for an IMC program To explore the concepts and models of IMC planning To demonstrate the strategic importance of account planning in advertising Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 7-2 Marketing plan Situation analysis IMC audit Planning process Future of planning Role of planner Data for planning Consumer insight Planning for IMC Identifying markets IMC strategic decisions Account planning Market segmentation Selecting target market Positioning IMC planning Outside-in Zero-based Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 7-3 The best job in the world Source: Courtesy of Tourism Queensland Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 7-4 The best job in the world (cont.) Source: Courtesy of Tourism Queensland Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 7-5 IMC defined By definition, IMC involves the process of: planning, executing, evaluating and controlling the use of the various communications tools to effectively communicate with target audiences Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 7-6 Review of the marketing plan Situation Situation analysis analysis Marketing Marketing objectives objectives Marketing Marketing strategy strategy and and program program Implementation Implementation program program Performance Performance evaluation evaluation Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 7-7 IMC situation analysis Internal Internal factors factors 1 Promotional Promotional capabilities capabilities 2 Prior promotional Prior promotional programs programs 3 Brand image Brand image 4 Strengths and Strengths and weaknesses of weaknesses of product or service product or service External External factors factors 1 Customer analysis Customer analysis 2 Competitive analysis Competitive analysis 3 Environmental Environmental analysis analysis Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 7-8 David Jones Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 7-9 The IMC audit Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 7-10 Developing a positioning platform 1 Identify Identify the the competitors competitors 2 Assess Assess consumers’ consumers’ perceptions perceptions of of competitors competitors 3 Determine Determine competitors’ competitors’ current current positions positions 4 Analyse Analyse consumer consumer preferences preferences 5 Make Make the the positioning positioning decision decision 6 Monitor Monitor the the position position Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 7-29 Positioning decisions Is Is the the current current position position strategy strategy working? working? Is Is the the segmentation segmentation strategy strategy appropriate? appropriate? The The checklist checklist How How strong strong is is the the competition? competition? Are Are there there sufficient sufficient resources resources to to communicate communicate the the position? position? Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 7-30 Positioning strategy Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 7-31 Marketing plan Situation analysis IMC audit Planning process Future of planning Role of planner Data for planning Consumer insight Planning for IMC Identifying markets IMC strategic decisions Account planning Market segmentation Selecting target market Positioning IMC planning Outside-in Zero-based Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 7-32 Outside-in planning Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 7-33 Zero-based planning Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 7-34 IMC strategy Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 7-35 IMC planning Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 7-36 Account planning Account planning is ‘the marketing services agency discipline that researches and defines the client’s offering in the marketplace; applies strategic thinking, grounded in intelligence and insights, to campaign planning.' Role Role of of account account planner planner Strategy Strategy development development Researcher Researcher Link Link between between service service staff staff && creative creative (inspire (inspire creative creative insights) insights) Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 7-37 Big ideas Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 7-38 Data for planning it t u bo a d Rea fo r c W ork Talk to customers Ask des igne Use rs, e the n g in pro eer duc s t ts isi e v or St li e nt Background Background research research Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 7-39 Developing the consumer insight Is Is the the insight insight fresh? fresh? New? New? Innovative? Innovative? Is Is itit relevant? relevant? Does Does itit resonate resonate with with consumers? consumers? The The consumer insight consumer insight Is Is itit enduring? enduring? Is Is itit built built on on aa deep deep understanding understanding of of consumers’ consumers’ beliefs beliefs and and needs needs so so that that itit will will endure? endure? Is Is itit inspiring? inspiring? Does Does itit excite excite the the team team and and inspire inspire different different applications? applications? Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 7-40 Future of account planning Increasing recognition of consumers’ emotional attachment to products and brands Sustainability—embedding in strategy and operations Extensions to boundaries of planning communications across non-traditional channels alignment of media strategy and planning integration of account planning and IMC planning rise of super planners Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 7-41 Sustainability Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 7-42 Summary and conclusions Great ideas begin with clever planning Key strategic decisions include: segmentation and targeting positioning developing the customer insight creative strategy Strategic planning should lead to a deep consumer insight that inspires great creative ideas Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 7-43 ... Situation analysis IMC audit Planning process Future of planning Role of planner Data for planning Consumer insight Planning for IMC Identifying markets IMC strategic decisions Account planning Market... analysis IMC audit Planning process Future of planning Role of planner Data for planning Consumer insight Planning for IMC Identifying markets IMC strategic decisions Account planning Market segmentation... of planning in an organisation’s IMC program To understand the role of target marketing, segmentation and positioning in planning for an IMC program To explore the concepts and models of IMC planning