Integrated Marketing Communications

  1. The IMC Planning Process
    1. Situational Analysis
      1. Internal Analysis
        1. Organizational Capabilities
          1. Marketing Resources
            1. Communication Infrastructure
              1. Internal Communication Processes
                1. Technology Resources
                2. Brand Analysis
                  1. Current Brand Perceptions
                    1. Brand Positioning
                      1. Brand Equity Assessment
                      2. Product Analysis
                        1. Product Life Cycle Stage
                          1. Product Features and Benefits
                            1. Competitive Advantages
                            2. SWOT Analysis - Internal Factors
                              1. Internal Strengths
                                1. Internal Weaknesses
                              2. External Analysis
                                1. Customer Analysis
                                  1. Customer Needs and Preferences
                                    1. Decision-Making Process
                                      1. Customer Journey Mapping
                                        1. Customer Touchpoints
                                        2. Competitive Analysis
                                          1. Direct Competitors
                                            1. Indirect Competitors
                                              1. Competitor Communication Strategies
                                                1. Market Share Analysis
                                                  1. Competitive Positioning
                                                  2. Market Analysis
                                                    1. Market Size and Growth
                                                      1. Market Segmentation
                                                      2. Environmental Analysis
                                                        1. Political Factors
                                                          1. Economic Factors
                                                            1. Social and Cultural Factors
                                                              1. Technological Factors
                                                                1. Environmental Factors
                                                                2. SWOT Analysis - External Factors
                                                                  1. External Opportunities
                                                                    1. External Threats
                                                                3. Identifying the Target Audience
                                                                  1. Market Segmentation
                                                                    1. Geographic Segmentation
                                                                      1. Regional Markets
                                                                        1. Urban vs Rural
                                                                          1. Climate-Based Segmentation
                                                                          2. Demographic Segmentation
                                                                            1. Age Groups
                                                                              1. Gender
                                                                                1. Income Levels
                                                                                  1. Education Level
                                                                                    1. Occupation
                                                                                      1. Family Life Cycle
                                                                                        1. Ethnicity
                                                                                        2. Psychographic Segmentation
                                                                                          1. Lifestyle Patterns
                                                                                            1. Personality Traits
                                                                                              1. Values and Beliefs
                                                                                                1. Interests and Hobbies
                                                                                                  1. Social Class
                                                                                                  2. Behavioral Segmentation
                                                                                                    1. Purchase Behavior
                                                                                                      1. Usage Rate
                                                                                                        1. Brand Loyalty
                                                                                                          1. Benefits Sought
                                                                                                            1. Occasion-Based Usage
                                                                                                              1. User Status
                                                                                                            2. Target Market Selection
                                                                                                              1. Evaluation Criteria
                                                                                                                1. Market Size
                                                                                                                  1. Growth Potential
                                                                                                                    1. Competitive Intensity
                                                                                                                      1. Company Resources
                                                                                                                      2. Targeting Strategies
                                                                                                                        1. Undifferentiated Marketing
                                                                                                                          1. Differentiated Marketing
                                                                                                                            1. Concentrated Marketing
                                                                                                                              1. Micromarketing
                                                                                                                              2. Segment Prioritization
                                                                                                                              3. Developing Audience Personas
                                                                                                                                1. Primary Research Methods
                                                                                                                                  1. Secondary Research Sources
                                                                                                                                    1. Persona Attributes
                                                                                                                                      1. Demographics
                                                                                                                                        1. Psychographics
                                                                                                                                          1. Behavioral Patterns
                                                                                                                                            1. Pain Points
                                                                                                                                              1. Media Consumption Habits
                                                                                                                                              2. Persona Validation
                                                                                                                                                1. Using Personas in Campaign Development
                                                                                                                                              3. Setting Communication Objectives
                                                                                                                                                1. The Communications Effects Pyramid
                                                                                                                                                  1. Awareness Level
                                                                                                                                                    1. Knowledge Level
                                                                                                                                                      1. Liking Level
                                                                                                                                                        1. Preference Level
                                                                                                                                                          1. Conviction Level
                                                                                                                                                            1. Purchase Level
                                                                                                                                                            2. Types of Objectives
                                                                                                                                                              1. Marketing Objectives
                                                                                                                                                                1. Communication Objectives
                                                                                                                                                                  1. Sales Objectives
                                                                                                                                                                  2. SMART Objectives Framework
                                                                                                                                                                    1. Specific Criteria
                                                                                                                                                                      1. Measurable Metrics
                                                                                                                                                                        1. Achievable Targets
                                                                                                                                                                          1. Relevant Goals
                                                                                                                                                                            1. Time-Bound Parameters
                                                                                                                                                                            2. Sales-Oriented Objectives
                                                                                                                                                                              1. Sales Volume Increase
                                                                                                                                                                                1. Market Share Growth
                                                                                                                                                                                  1. Revenue Targets
                                                                                                                                                                                  2. Communication-Oriented Objectives
                                                                                                                                                                                    1. Brand Awareness Enhancement
                                                                                                                                                                                      1. Attitude Change
                                                                                                                                                                                        1. Message Recall Improvement
                                                                                                                                                                                          1. Engagement Metrics
                                                                                                                                                                                        2. Determining the IMC Budget
                                                                                                                                                                                          1. Budgeting Approaches
                                                                                                                                                                                            1. Top-Down Methods
                                                                                                                                                                                              1. Affordable Method
                                                                                                                                                                                                1. Arbitrary Allocation
                                                                                                                                                                                                  1. Percentage-of-Sales Method
                                                                                                                                                                                                    1. Competitive Parity Method
                                                                                                                                                                                                    2. Bottom-Up Methods
                                                                                                                                                                                                      1. Objective and Task Method
                                                                                                                                                                                                        1. Zero-Based Budgeting
                                                                                                                                                                                                          1. Payout Planning
                                                                                                                                                                                                        2. Budget Allocation Strategies
                                                                                                                                                                                                          1. Channel Allocation
                                                                                                                                                                                                            1. Geographic Allocation
                                                                                                                                                                                                              1. Timing of Expenditures
                                                                                                                                                                                                                1. Campaign vs Ongoing Activities
                                                                                                                                                                                                                2. Budget Management
                                                                                                                                                                                                                  1. Flexibility and Contingency Planning
                                                                                                                                                                                                                    1. Budget Tracking and Control
                                                                                                                                                                                                                      1. ROI Considerations

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                                                                                                                                                                                                                  1. Introduction to Integrated Marketing Communications

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                                                                                                                                                                                                                  3. The Promotional Mix: Tools of IMC