PLANNING AND MANAGING
INTEGRATED MARKETING
COMMUNICATION
1.Situation analysis
2.Targets and target groups determination
3.Budgeting
4.Marketing communication strategy
5.Marketing communication coordination
and integration
6.Marketing communication
implementation
7.Marketing communication effectivity
testing
STEPS OF COMMUNICATION CAMPAIGN
A. Situation analysis
B. Targets and target groups determination
C. Budgeting
D. Marketing communication mix strategy (strategy,
elements, media)
E. Marketing communication coordination and integration
F. Marketing communication implementation
G. Marketing communication effectivity testing
A. SITUATION ANALYSIS
ANALYSIS
 INTERNAL (good product and its positioning,
recognizable and remarkable brand, loyal
customers, tradition, financial resources,
participation in sponsorship projects, previous
communication campaigns etc.)
 EXTERNAL (product and comunication activities
of competitors, legislation and ethics code of
professional associations, popularity and use
intensity of various types of media in some
region, number and quality of communication
agencies etc.)
INTERNATIONAL DIFFICULTIES IN MARKETING
 Here are some of the intricacies that contribute towards the
difficulty of global marketing:
 Language (incorrect translation), literacy.
 Colour.
 Gestures.
 Product features, packaging, materials.
 Original national identity.
 Media availability, media overlap, lack of media data, lack of
media credibility.
 Varying media characteristics, different media usage.
 Legal restrictions.
 Competition.
 Names of products (local name is inappropriate for foreign
markets).
MARKETING STRATEGIES IN INTERNATIONAL MARKETS
 Global marketing strategies (principle of adaptation x
standardization):
 Same product + same communications (Coca-Cola).
 Same product + different communications (bicycle in
Europe for creational x in Africa for transport).
 Different product + same communications (different petrol
fomulae but the same advertising image – petrol station).
 Different product + different communications (car
company).
 New product (invention) + new communications (handpowered
washing machine).
B. TARGETS AND TARGET GROUPS DETERMINATION
(SMART!)
Marketing
communication
targets
 Economical (sales increase,
profit increase, market share
increase, new product launch,
…)
 Uneconomical (image
improvement – repositioning,
brand general knowledge
increase, …)
TARGETS AND TARGET GROUPS DETERMINATION
 Specific target groups: children, seniors, potential
parents, gays (pink dolar) – LATENT DEMAND?!
 See previous lecture – process STP – targeting!!!
C. BUDGETING
 Method of residual budget
 Method of percentage share of turnover
 Method according to competitive practices
 Method according to targets
ADVERTISING BUDGET
MODEL IN SHAPED „S “
Sale
Communication
activities
A
YES
NO
D. MARKETING COMMUNICATION MIX
STRATEGY (STRATEGY, ELEMENTS, MEDIA)
 Strategy of marketing communication:
 Push strategy - a set of activities
aimed at encouraging members of the
distribution channel to stock and sell the
product.
 Pull strategy - promoting heavily to end
customers and consumers in order to
pull products through the distribution
channel
PULL X PUSH MARKETING
COMMUNICATION STRATEGY
D. MARKETING COMMUNICATION MIX
STRATEGY (STRATEGY, ELEMENTS,
MEDIA)
 Selection of marketing communication
elements: advertising (medial mix),
sales promotion, personal selling,
PR, DM, sponsorship – see previous
lectures!!!
E. MARKETING COMMUNICATION
COORDINATION AND INTEGRATION
 Activities determinations, responsibility for
communication campaign (own marketing
department/in-house x communication
agency – advantages, disadvantages!),
schedule, …
F. MARKETING COMMUNICATION
IMPLEMENTATION
 Planned communication activities are put
in practice.
G. MARKETING COMMUNICATION
EFFECTIVITY TESTING
 The measurement of communication
campaign coverage and impact
 pre-testing (storyboard), post-testing
(questioning), continual testing,
tracking studies
 Electronic methods of testing (eye
camera, psychogalvanometer,
tachistoscope, TV meter, …)
STORYBOARD
(A SET OF DRAWINGS WHICH DESCRIBE THE
OUTLINE OF A TV COMMERCIAL)
THE EYE CAMERA