Set Tentative Marketing Communication Budget
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Monitor, evaluate, and control integrated marketing communications program
Monitor, evaluate, and control integrated marketing communications program
Review of Marketing Plan
Examine overall marketing plan and objectives Role of advertising and promotion Competitive analysis Assess environmental influences
Analysis of Promotional Program Situation
Internal analysis
Promotional department organization Firm's ability to implement promotional program Agency evaluation and selection Review of previous program results
External analysis Consumer behavior analysis Market segmentation and target marketing Market positioning
Analysis of Communications Process
Analyze receiver's response processes Analyze source, message, channel factors Establish communications goals and objectives
Budget Determination
Set tentative marketing communications budget Allocate tentative budget
Develop Integrated Marketing Communications Program
Advertising
Set advertising objectives Determine advertising budget Develop advertising message Develop advertising media strategy Direct marketing
Set direct-marketing objectives Determine direct-marketing budget Develop direct-marketing message Develop direct-marketing media strategy Interactive/Internet marketing Set interactive/Internet marketing objectives Determine interactive/Internet marketing budget Develop interactive/Internet message Develop interactive/Internet media strategy
Sales promotion
Set sales promotion objectives Determine sales promotion budget Determine sales promotion tools and develop messages Develop sales promotion media strategy Public relations/publicity Set PR/publicity objectives Determine PR/publicity budget Develop PR/publicity messages Develop PR/publicity media strategy Personal selling Set personal-selling and sales objectives Determine personal-selling/sales budget Develop sales message Develop selling roles and responsibilities
Integrate and Implement Marketing Communications Strategies
Integrate promotional-mix strategies
Create and produce ads
Purchase media time, space, etc.
Design and implement direct-marketing programs
Design and distribute sales promotion materials
Design and implement public relations/publicity programs
Design and implement interactive/Internet marketing programs
Monitor, Evaluate, and Control Integrated Marketing Communications Program
Evaluate promotional program results/effectiveness Take measures to control and adjust promotional strategies
Exhibit 1-16 Wal-Mart has a very strong image and reputation as a socially responsible company
Continue reading here: Developing the Integrated Marketing Communications Program
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