IMC Plan

Question 1

What are the 9 key steps of an IMC plan?

Answer 1

1. Situation Analysis
2. Marketing objectives
3. Target Audience
4. Communication objectives
5. IMC strategy
6. Positioning and creative strategy
7. Media strategy and media plan
8. Monitoring and evaluation
9. Budget

Question 2

What makes up a situation analysis?

Answer 2

External environment - DESTEP trends
Customer analysis
Competitor analysis
Evolution in IMC consumption

Question 3

What are the characteristics of marketing objectives?

Answer 3

Usually:

• market share based
• sales based
• revenue based

Question 4

How do you define the target audience using segmentation?

Answer 4

• Demographic
• Geographic
• Psychographic
• Socioeconomic
• Benefits sought
• Behavioural

Question 5

What are the characteristics of a viable target segment?

Answer 5

• identifiable
• profitable
• measurable
• sufficient size

Question 6

What other factors should be considered for segmenting the target audience in an IMC plan?

Answer 6

• product usage: frequency, intensity (heavy or light)
• media consumption habits: channels, light or heavy?
• size and degree of commonality

Question 7

What is a SMART objective?

Answer 7

Specific
Measureable
Achievable
Realistic
Timely

Question 8

What are the three types of communication objectives?

Answer 8

Think
Feel
Do

Question 9

What are the two parts of the IMC strategy section?

Answer 9

1. Overall IMC strategy and rationale

2. Breakdown of IMC elements used

Question 10

What goes in the IMC strategy and rationale section?

Answer 10

How will you meet IMC objectives?
How does it link with the brand?
What elements of synergy are there?

Question 11

What happens in the breakdown of IMC elements?

Answer 11

Which elements are chosen and why?
What are strengths and weaknesses of elements?
Rationalise strategy.

Question 12

What makes up the creative strategy section?

Answer 12

• positioning statement
• what is the message strategy? (central idea)
• what is the message execution?

Question 13

What are examples of things to be included in message execution?

Answer 13

• style
• imagery
• tone
• what sort of appeals?

Question 14

The media strategy is made of what two parts?

Answer 14

1. What media to be used and why?

2. Detailed explanation of each media - timing, publications, channels etc.

Question 15

What are the three types of media plan?

Answer 15

1. Continuous
2. Flighting
3. Pulsing

Question 16

Budget, Monitoring and Evaluation takes what into account?

Answer 16

What is budget based on? Contigency budget?

Monitoring/Evaluation - pre test, post test, sales, marketing metrics.

Question 17

How to write a positioning statement?

Answer 17

For *target market the *brand is the *point of difference in the *target segment because of **reason.