整合营销方案英文版

1、IMC Plan OutlineExecutive SununaiyProblem StatementSituation AnalysisJa. SWOTi. Strengths of the organizationii. Weaknesses of the organizationiii. Opportunities in the enviromnent (e.g.? demographics, political,legal, technological，social, cultural, economic, ecological)iv. Tlueats in the enviiomne

2、nt (same list as #3 above)b. Market and Consumer Beliavioi Analysisc. Competitive Analysisd. Product AnalysisTarget Market(s) and Audience(s)Objectivesa. Marketing objectivesb IMC objectivesc. Media objectivesStrategies and piogramsa. Maiketing strategiesb. IMC strategies and programsi. Elements of

3、the IMC mixii. Copy platformiii. Creative strategies and executionsc. Media strategiesEvaluation (pie- aiid/or post-testmg of efforts)Budget ( S1000)Appendicesa. Researchb. Creative execution (e.g.? storyboards，media kits, videos,websites)The Integrated Marketing Communication (IMC) Plan Explanation

4、Ail understanding of the IMC mix is essential in putting together an effective and creative IMC plan for Greet the Day. Given an understanding of marketing and how impoitant integration is in a marketing program, you and your group members can put together an IMC plan that will overwhelm the client.

5、 In the process of effectively developing and implementing an IMC plan, marketers and conimunication professionals should always follow the marketing concept. Consumers9 wants and needs (i.e., donors and publics) should always be the main focus of the program To lose this focus means that the progra

6、m, although creative or awardwinning, will sell no product or seivice There are numerous ways to develop an IMC campaign, just as on a diiectional map there are many routes to the desired destination. There are no perfect outlines to fit eveiy IMC manager needs The flowchart on Page 3 offers some di

7、rection.Organization Mission and VisionAn organization mission statement tells why the organization is iii operation or ill business, the raison detre, if you will. You need to understand this before embarking on the creation of an IMC plan since it will intimately affect the solution you recommend.

8、 Ail organization will feel uncomfoitable with what you recommend if it is inconsistent with thek stated mission The vision statement of an organization captures the picture of where the organization sees itself iii the fiitiire This is an idealized organizational self： This will also intimately aff

9、ect the solution you recommend because it involves everyones input to insure to develop what the organization thinks it wants to provide to its market and customers The vision instills a goal. It creates excitement and teamwork among those affected by it.Situational AnalysisThe IMC situational analy

10、sis provides a histoiy of the IMC fiinctions and an assessment of the enviromnent in which the IMC professionals must work. Several factors must be considered in the situational analysis. The J company or organization for which the IMC plan is being created must be analyzed The enviromnent in which

11、this organization operates must be understood and detailed. A market and consumer behavior analysis must be completed. Further, you must understand the competitive landscape Finally，a product or seivice histoiy and evaluation should be iiicluded.SWOT. The strengths and weaknesses of an organization

12、revolve around resources such as: sales and profitability, mission and vision, organization orientation (e.g.5 risk-taking vs. conservative)，finances, teclmology, human resources, market share, and sales trends. The opportunities and threats ill an enviromnent are those forces (e.g.? demographics, p

13、olitical, legal, technological, social, cultural, economic, and ecological) that may affect the organization and its IMC execution. We will discuss the secondaiy and priinaiv sources that you may wish to consult for this section.OtherIMC Program ElementsMarketing StrategiesIMC ObjectivesMarketingObj

14、ectivesMediaObjectivesEvaluatio nBudgetSales PromotionPersonal SellingPR/PublicityDirect/I interactiveBrandi ngAdvertisingSituational AnalysisMission and VisionMarket and consumer behavior analysis. This analysis is undertaken to help the IMC professional understand which market areas are key. The d

15、ata gathered here will also help provide you and your group members with information that facilitates IMC and media plaimiiig Geographies and indexing are popular analyses ill the market analysis section of the plan Two critical sources for you as plamiers include Sales and Marketing Managements Sun

16、ey of Buying Power, which is in physical format at the CSUF libraiy; and, Mediamark Research, Inc. (MRI), which CSUF has added to its online resourcesIn addition, you will need to complete consumer behavior analysis on the current users (and these could be multiple constituencies). It is necessaiy t

17、o understand who, what, how, when, and why consumers buy/use an organization product or seivice. You should be able to draw a picture of the typical user or customer ill order to turn your IMC plan into reality In comparing the profile with the market that exists in aggregate, you may also find some

18、 market oppoitunities for growth In this section, you should provide detailed analysis of the potential consiuner(s) using demographics (U.S. Census, etc.)， psychographics (Claritas, VALS, MRI, etc.), geodemographics (U.S Census, FiistGov, etc.), and behavioristics (organizatioifs database, MRI, etc

19、).Competitive analysis. You need to know who the competition is. Fuither, you need to know how, why, and when the competition will respond to changes in IMC tactics and executions. This analysis should examine both diiect and indirect competition, with an emphasis on diiect competition. The followin

20、g list should help to generate a comprehensive analysis:1 Diiect competition2. Lidiiect competition3. IMC strengths and weaknesses4. A histoiy of IMC themes used by the competition (including current theme)5. IMC effectiveness6. A histoiy of competitive IMC expenditures7. Hard data on the effectiven

21、ess of all past and current IMC programs developed andexecuted by the competition8. Strengths and weaknesses of competitive products, brands, lines, etc.9. Indications of the acceptance by the trade of any IMC programs, both current and past10.Specific media placement practices by the main competito

22、rsResources that are generally helpfill include: Dun & Bradstreet, The Encyclopedia of Associations, 、 The Thomas Register, the U.S. Bureau of the Census, Statistical Abstract of the U.S., County Business Patterns, etc.Product ot service history evaluation. This section should answer the question, “

23、What do the consumers want and/or need?99 Much data may be found within the organization itself. You need to examine the marketing plan and see how all of the marketing elements fit together, and how value is delivered to the consumer. Ail effective product analysis will examine:1. Product or seivic

24、e background2. Current problems facing the product, brand, or seivice3. Past IMC or advertising themes4. Past IMC budgets5. Past to present media spending6. Current slogan, tag line, copy position, and so on.In addition, you need to thoroughly evaluate the quality of the product, the benefits offere

25、d by the product, and its need and want satisfiers. You will need to examine if there have been additions or deletions to the product or seivice in recent years Has the organization developed new markets, or found new applications or uses for their product? How do chamiel intermediaries feel about t

26、he product? Is distribution effective? Is the brand name well known? What problems do consumers see with the product? Wliat are the products unique benefits or features? How does the organization differentiate its product from the competitions9 products? How do consumers perceive the product?In othe

27、r words, what is the brand identity and personality?The culmination of the situation analysis should be a fiuther definition ofJthe target market and audienceObjectivesObjectives are simply goals, things that need to be accomplished, and milestones that need to be reached Marketing objectives are us

28、ually stated in quantitative terms such as sales, profits, market share, or margins and they affect the IMC objectives, which are usually stated in more qualitative terms (this does not mean that they are not measured quantitatively一its just that they are precursors to achieving marketing objectives

29、). IMC objectives are usually such tilings as increasing awareness, changing beliefs or perceptions, changing or reinforcing image, positioning an organization visa-vis the competition, increasing desire，or facilitating action (a purchase or behavioral change). Media objectives state the impact that

30、 you expect to have on an audience in terms of reach and frequency Objectives must meet the following criteria: measurability quantifiability, realism, tiine-specificity StrategiesStrategies are pathways to acliieve the goals. Eveiy good marketing strategy is comprised of an identification of a target market and the pathway to this market. IMC strategies identify the audience an