This stage involves to know how the company can effectively communicate with consumers in its target market. Developing the Integrated Marketing … Communication objectives refer to what the firm wants to accomplish with its promotional programmes Russel Colley have identified 52 possible advertising objectives. The steps are: 1. Review of Marketing Plan 2. This stage is designed to provide managers with continual feedback concerning the effectiveness of the promotional programme which is used as input to subsequent promotional planning and strategy development. How will these funds be allocated. The size and allocation of their promotional budgets, their media, strategies, and the messages they are sending to the market place should also be considered. Huge Collection of Essays, Research Papers and Articles on Business Management shared by visitors and users like you. This stage determine how well the promotional programme is meeting communication objectives and helping the firm accomplish its overall marketing objectives. Report a Violation 11. You may notice that one of the reasons they come to mind is because their marketing and promotional content is consistent across different platforms. Promotional Programme Situational Analysis 3. ADVERTISEMENTS: This article throws light upon the six main steps of integrated marketing communication planning process. 2. Owner: Integrated Marketing The communication objectives may include creating awareness or knowledge about a product and its attributes or benefits, creating an image or developing favourable attitudes, preferences or purchase intentions. This task requires careful evaluation of the media options’ advantages and limitations, costs, and ability to deliver the message effectively to the target market. 1-800-722-0544. Uploader Agreement. Mankato, MN 56001 Each promotional mix element has its own set of objectives and a budget and strategy for meeting them. It will give an idea of the role of advertising and other promotional mix element will play in the overall marketing programme. Analysis of Communication Process 4. A marketing strategy and programme that include selection of target market(s) decisions and plans for the four elements of the marketing mix. This is partially due to the shift in the marketing dynamic from company-centered to consumer-centered. Image Guidelines 4. Mentoring, Evaluation and Control. Promotional Programme Situational Analysis 3. The other aspect of internal analysis is assessing the strengths and weaknesses of the firm or the brand from an image perspective. Despite these distinctions between platforms, the overall feel of the content should remain consistent both online and offline. Procedures are developed for evaluating performance and making any necessary changes. Specific marketing objectives that provide direction, a time frame for marketing activities, and a mechanism for measuring performance. An important part of the external analysis is a detailed consideration of customers in terms of their characteristics and buying patterns, their decision processes, and factors influencing their purchase decisions. Though your branding should be consistent across your marketing campaign, it is important to recognize that different platforms are better suited for different types of messaging due to their distinct advantages and disadvantages. If your messaging and overall brand is consistent across all platforms, then there is a better chance that your content will break through the clutter and get recognized and remembered by your target market. Creating a cohesive and consistent brand identity through implementing integrated marketing helps increase overall awareness for your brand. Analysis of Communication Process 4. Budget determination procedure involves selecting the various budgeting ap­proaches and integrating them. Ongoing Relationships: We are always happy to maintain relationships with clients and offer advice and assistance whenever we are able. Putting out lots of great standalone materials will not be as effective as maintaining a consistent brand identity throughout your entire marketing and promotional campaign. (800) 495-4770, © 2020 BRIDGE. Online advertising includes social media campaigns in addition to internet ads. A process for monitoring and evaluating performance and providing feed back so that proper control can be maintained and any necessary changes made in the marketing strategy or tactics. Most large companies hire advertising agencies to plan and produce their messages and to evaluate and purchase the media that will carry their advertisement. Put that creative mindset towards optimizing your message for your entire integrated marketing campaign. Minnesota State Disclaimer 8. Plagiarism Prevention 5. Management, Marketing, Integrated Marketing Communication Planning Process. The most effective campaigns will incorporate as many forms of media as possible in order to reach the widest possible audience. Integrated marketing is a unified, immersive, cost-effective strategy that makes the most out of your marketing budget. Because of this, it would not make sense to send a lengthy message on Twitter or an email for an email campaign that only contains 140 characters. The saying, “the whole is greater than the sum of its parts,” rings true in terms of integrated marketing. Terms of Service 7. Integrated marketing, or integrated marketing communication, is the process of aligning all of the various promotional mix elements (advertising, direct marketing, digital marketing, sales promotion, public relations and personal selling) and marketing elements used to communicate with your target market and customers. However, most agencies work very closely with their clients as they develop the advertise­ments and select media, because it is the advertiser that ultimately approves (and plays for) the creative work and media plan. An important part of this stage of the promotional planning process is establishing communication goals and objectives. Put simply, the integrated marketing process helps your brand create a distinct and recognizable voice across a variety of different channels. At this point, the plan is still a draft; it can be changed at any time. Marketing research studies are necessary to answer some of these questions. 5. External analysis focuses its attention on the firm’s customers, market segments, positioning strategies, and competitors (Table 2.3). Integrated marketing, or integrated marketing communication, is the process of aligning all of the various promotional mix elements (advertising, direct marketing, digital marketing, sales promotion, public relations and personal selling) and marketing … The steps are: 1. Review of Marketing Plan 2. Account Disable 12. It involves the communication decision regarding the use of various sources, messages and channel factors. Using a consistent brand identity across marketing platforms should not mean that your content’s creativity should suffer. Follow-up Meeting: Once the client is ready to move ahead with the plan, we schedule a follow up meeting to start implementing the various pieces of the plan. A marketing plan is a written document describing the overall marketing strategy and programme developed for the organization, a particular product line or a brand. Before uploading and sharing your knowledge on this site, please read the following pages: 1. Budget Determination 5. A key element of the external analysis is an assessment of the market. Decisions must be made regarding which types of media will be used (e.g., Newspapers Magazines, Radio, Television, bill boards etc.) Privacy Policy 9. Often, the image of the firm brings to the market will have a significant impact on its promotional programme. Before developing a promotional programme, it is important to understand where the company’s (or the brand) current position is in the market, where it intends to go and how it plan to get there. Minnesota State University, Mankato is a member of the Minnesota State system and an affirmative action/equal opportunity university. As a result, it is now imperative that marketers incorporate the perspective of the consumer into every piece of promotional and marketing content that gets put out. Internal analysis assesses relevant area involving the product/service offering and the firm itself. Think about a brand or company that promotes themselves particularly well. For example, Twitter is conducive to clear and concise messages as well as compelling graphics or videos. You are now tasked with finding the many ways in which your unique messaging and brand image can translate across a variety of platforms that will compliment and enhance your brand’s voice. Since the rise of the Internet, consumers have much more say in how they consume marketing materials. Content Guidelines 2. 500 7th Ave Multiple marketing … Developing the Integrated Marketing Communication Programme 6. Attention must also be given to consumer’s perceptions and attitudes, lifestyles, and criteria used in making purchase decisions often.