Outline the key features in an IMC plan
The process of determining objectives, deciding on strategies, and implementing the tactics
Objectives目標
– What you want to accomplish你要完成什麼
Strategies策略
– How to accomplish the objectives如何實現目標
Tactics
– Make the plan come to life
Typical Plan Outline典型計劃大綱
Situation analysis形勢分析
Key strategic decisions關鍵策略決策
Media strategy媒體策略
Message strategy信息策略
Evaluation of effectiveness評價的有效性
Situation analysis形勢分析
– Researching and reviewing the current state of the business that is relevant to the brand and gathering all relevant information
SWOT analysis
– Strengths優勢
– Weaknesses弱勢
– Opportunities機會
– Threats威脅
Objectives and strategies
– Planners develop specific objectives to be accomplished during a specific time period
– The main categories of effects can be used to identify the most common advertising and IMC strategies
what to expect from a campaign
Measurable objectives
– Specific effect that can be measured
– A time frame
– A baseline
– The goal
– Percentage change
Segmenting and targeting分割和定位
– Market segment: a group of consumers having similar characteristics
– The segments the planner selects becomes the target audience
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