Behavioral and Social Change Quiz 3

Used to plan, develop, execute, and evaluate coordinated, measurable, persuasive brand communication programs over time with consumers, customers, prospects, employees, and other targeted relevant external and internal audiences.

Strategic IMC Planning

To ensure all marketing and promotional activities project a consistent, unified brand image across all touchpoints.

Strategic IMC Planning

What are the key steps od IMC Planning?

Objectives, Audiences, Strategies, and Tactics and Evaluation

What is the Step 1 of IMC PLANNING?

Setting Objectives: Defining Clear and Measurable Objectives

What is the Step 2 of IMC PLANNING?

Identifying Audiences: Understanding the Target Market and Key Stateholders

What is the Step 3 of IMC PLANNING?

Developing Strategies: Crafting the Plan and Message

What are the Core Strategic Decisions:

Message strategy, Positioning Strategy, Creative Strategy, and Media Strategy

Strategy about what is the central selling idea or Unique Selling Proposition (USP)? (e.g., Our product is the most durable, the fastest, the most sustainable.)

Message Strategy

Strategy about how will the brand be perceived in the mind of the consumer relative to competitors?

Positioning Strategy

Strategy about the tone and style of the communication .

Creative Strategy

Strategy about the broad plan for utilizing different communication disciplines (advertising, PR, digital, sales promotion) to reach the audience.

Media Strategy

the Step 4 of IMC Planning

Tactics and Evaluation: Execution, Specific Actions, and Performance Measurement

these are the specific, actionable steps taken to execute the strategy. This is where the budget and timeline are finalized. Advertising, Public Relations, Digital Social, Sales Promotion

Tactics

Measurement is essential to determine if objectives were met and to justify the marketing investment (ROI). Metrics: surveys, website traffic, social media engagement, ultimately, sales, market share.

Evaluation