9. IMC Project Briefing_CMO & Instructor
-
Upload
parag-shetty -
Category
Documents
-
view
221 -
download
0
Transcript of 9. IMC Project Briefing_CMO & Instructor
-
8/11/2019 9. IMC Project Briefing_CMO & Instructor
1/12
IMC Project Briefing
_CMO & Instructor
Briefed & Instructed by : Prof. Sunil D Anto
-
8/11/2019 9. IMC Project Briefing_CMO & Instructor
2/12
Strategy &Planning
Direction&
Evaluation
CMOV P -
iMC *
Director -
MarCom
& Media
Planning
Advt.
PR &
Reputation Mgmt.
Other Promotions
Media Planning
& Mgmt.
Director -
Agency
Creative
Client Servicing
Media A &B,
Research & DE
iMC in Action
iMarCom Soft Docket
Organizing
Execution
Services
-
8/11/2019 9. IMC Project Briefing_CMO & Instructor
3/12
Focus &
Coordination
Plans &
Decisions
Measurement
& Control
Plans &
Decisions
Focus &
Coordination
Objectives
Objectives
-
8/11/2019 9. IMC Project Briefing_CMO & Instructor
4/12
Advertising and Movement Toward Action
Teaser campaigns
AffectiveRealm of emotions.Ads change attitudesand feelings
CognitiveRealm of thoughts.Ads provideinformation and facts.
ConativeRealm of motives.Ads stimulate ordirect desires.
Image copyStatus, glamour appeals
AnnouncementsDescriptive copyClassified adsSlogans, jingles, skywriting
Competitive adsArgumentative copy
Point of purchase,Retail store ads, DealsLast-chance offers,Price appeals, Testimonials
Purchase
Conviction
Preference
Liking
Knowledge
Awareness
-
8/11/2019 9. IMC Project Briefing_CMO & Instructor
5/12
The DAGMAR Approach to setting objectives
DefineAdvertising
Goals forMeasuring
AdvertisingResults Action
Awareness
Awareness
Conviction
Comprehension
Comprehension
Conviction
-
8/11/2019 9. IMC Project Briefing_CMO & Instructor
6/12
Balancing Objectives and Budgets
Dollars Goals
What were
willing and
able to spend
What we needto achieve our
objectives
-
8/11/2019 9. IMC Project Briefing_CMO & Instructor
7/12
The Promotion Budget Is Set to Stay Withinthe Spending Limit
Top Management Sets the Spending LimitTop Management Sets the Spending Limit
1. Top-Down Budgeting
-
8/11/2019 9. IMC Project Briefing_CMO & Instructor
8/12
AffordableMethod
AffordableMethod
CompetitiveParity
Percentageof Sales
Return onInvestment
ArbitraryAllocation
Percentageof Sales
CompetitiveParity
ArbitraryAllocation
Top-Down Budgeting Methods
TopManagement
-
8/11/2019 9. IMC Project Briefing_CMO & Instructor
9/12
Total Budget Is Approved byTop Management
Cost of Activities are Budgeted
Activities to Achieve ObjectivesAre Planned
Promotional Objectives Are Set
Cost of Activities are Budgeted
Activities to Achieve ObjectivesAre Planned
Promotional Objectives Are Set
2. Bottom-Up Budgeting
-
8/11/2019 9. IMC Project Briefing_CMO & Instructor
10/12
-
8/11/2019 9. IMC Project Briefing_CMO & Instructor
11/12
Allocating the budget: Spending and Share of Voice
Decreasefind a
Defensible NicheIncrease to Defend
Attack With Large SOV
Premium
Maintain Modest
Spending PremiumCompe
titors
Shareo
fVoice
High
Low
HighLowYour Share of Market
-
8/11/2019 9. IMC Project Briefing_CMO & Instructor
12/12
Allocating to IMC Elements