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Integrated Marketing Communications Planning Model (Summary)
Review of Marketing
Plan
To examine overall marketing plan and objectives
 | role of advertising and promotion |
| competitive analysis |
| assess environmental influences |
Analysis of Promotional
Program Situation
| Internal analysis – organization, ability to implement promotional program, agency
evaluation, review previous program result |
| External analysis – consumer behavior, market segmentation,
target, positioning |
Analysis of Communications
Process
| Analyze receiver’s response processes |
| Analyze source, message, channel factors |
| Establish communications goals and objectives |
Budget
Determination
Set and allocate tentative total MarCom budget
Develop Integrated
Marketing Communications Program
| Advertising
- Set advertising objectives, determine advertising budget, and develop message and media
strategies
|
| Direct marketing
- Set direct marketing objectives, determine budget, and develop strategies
|
| Sales promotion
- Set sales promotion objectives, determine budget, and develop strategies
|
| Public relations / publicity
- Set PR / publicity objectives, determine budget, develop PR functions
|
| Personal selling
- Set personal selling objectives, determine budget, and develop selling roles and
responsibilities
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| Internet marketing services
- Allocate tools of Web site, e-mail, e-commerce to facilitate the mix of
advertising, direct marketing, sales promotion, public relation and press release |
Integrate and Implement Marketing
Communications Strategies
| Integrate promotional mix strategies |
| Create and produce ads |
| Purchase media time, space, etc. |
| Design and implement direct market programs |
| Design and distribute sales promotion materials |
| Design and implement public relation / publicity programs |
| Integrate Internet tools to match with the promotional mix |
Monitor, Evaluate and
Control Integrated Marketing Communications Program
| Evaluate promotional program results / effectiveness |
| Take measures to control and adjust promotional strategies |
Abstract from G. & M. Belch,
"Advertising and Promotion, An Integrated Marketing Communications Perspective"
Internet
Marketing Solution
Today every marketer is seeking for the cost-effective
media to promote the products and services. The firms want the messages to reach broadest
masses or focus target groups in an efficient way. In order to get to know the direct
response to its promotions or messages transmitted, another media option is needed. Now,
thanks for the Internet services to offer a better marketing solution.
Internet is so powerful to act as a mass media to broadcast the messages to global
without geographic boundaries. The Web sites display the information even in multimedia
format whenever the site visitors demand. It is more efficient than the conventional TV/
radio broadcasting and printed media in such an aspect. The firms can launch their online
advertising campaigns to reach 30 million people and ever-increasing audience worldwide.
It gains the valuable feedback from the target audience and thus generates sales leads and
opportunities for the business.
Internet is facilitating the business to grow the market globally. The modern wise
marketers are integrating these e-commerce tools to achieve their marketing communications
objectives. They are utilizing the Internet resources including e-mail promotions, Web
sites, co-op linking, newsgroups, auto-responder, library and press release campaigns.
These Internet media can enhance the conventional promotional mix strategies in tremendous
ways.
Advertising
| Other than TV / radio and printed ads, Web sites attract more
customers to view the ads in the ways they want, either in audio visual impact or in
detail information |
| Enhanced multimedia designs attract customers to advanced-tech media |
| More Web sites linking can bring more sales opportunities |
| Ads content can easily be updated at the firm’s decision |
| Classified ads, banners, hyperlink text ads are proven to be successful as well as using
the Web site sponsorship |
Direct Marketing
| Direct contact individual e-mail accounts |
| Market survey immediate response through e-mail (auto-responder) |
| E-mail promotion and newsletter to free home page users |
| Hyperlinks from e-mail text to commercial Web sites |
Sales Promotion
| Web site is a excellent showcase for sales promotion items |
| Attractive offers on Web site: price discounts, free gifts, free trails, free travels,
electronic coupons, buy-one-get-one-free etc. |
| More customers drawn to shop in the Web site by multiple Hyperlinks from other sites |
| E-commerce execute all sales transactions on Internet: order, confirmation, CyberCash/
Credit card payment |
| E-wallets make Internet shopping more freely |
Public Relation / Publicity
| Press release and product news are widely broadcasting on Web sites
and interested newsgroups |
| Detail information and specifications are accurately and easily accessed by the
customers on demand, save a lot of printing and mailing cost |
| Interesting stories and news in those electronic magazines and libraries have high
opportunities to hook up with the audience to process the direct marketing and sales
promotion through e-mail and newsgroup |
For further information details, please visit some of
the best Internet marketing web sites: (Click below)
Internet
Marketing Center
I.T.
Works Resource Center on E-Commerce
ICat E-commerce
Solution
IBM
e-business advisor
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