ABC of IMC plan

Promotional Management


Promotional management involves coordinating the promotional-mix elements to develop a controlled, integrated program of effective marketing communications. The marketer must consider which promotional tools to use and how to combine them to achieve its marketing and promotional objectives.

Steps of a Promotional Plan

1. Review Of Marketing Plan

• Examine overall marketing plan and objectives
• Role of advertising and promotion
• Competitive analysis
• Assess environmental influences

2. 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 Behaviour 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 strategySales promotion
• Sales Promotion
• Set sales promotion objective
• Determine sales promotion budget
• Determine sales promotion tool 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

Resources for Interested Marketeers

http://highered.mcgraw-hill.com/sites/0070144966/student_view0/advertising_campaign_planner.html#