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IMC Business Plan 2023 PDF Download

Download IMC Busines Latest Full Business MLM Plan PDF for free – International Marketing Corporation Income and Business Plan PDF

This post will provide you with a PDF of the complete IMC Business Plan.  You can find the latest Marketing and Business Plan for IMC Company,  which you can also download in PDF format   at the end of the post.

IMC is a product-based network marketing company , which is a well-known direct-selling company in India. It was started in 2007 and its head office is in Ludhiana, Punjab.

IMC stands for International Marketing Corporation . Ashok Bhatia is the chairman and Satyan Bhatia is the managing director of IMC.

IMC got registered under MCA on 31 December 2013 from Ludhiana, Punjab. IMC products list consists of Health Care, Agriculture products, Personal Care, and Home Care category products.

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IMC Business Plan

Anyone can join IMC as a Distributor or Associate and being an Associate, Every person has to perform two major tasks to earn from it.

1. Product Selling

After becoming an Associate, the company provides the product at a lower price, which is known as Distributor price (DP) and by selling that product in MRP, you can earn a good amount of retail profit.

The retail profit can be calculated by the following formula:

2. Recruitment

The second task to earn more is recruiting new people. To earn passive income as well as active income, distributors need to recruit more people in the downline.

As per Direct Selling Guidelines , earnings are always based on the product purchase, which can be a personal purchase or downline purchase.

IMC Compensation Plan

IMC offers 17 types of Income to their Associates:

  • Retail Profit
  • Accumulative Performance Incentive
  • Leadership Bonus
  • Travelling Fund
  • Chairman Star Fund
  • Ambassador Star Fund
  • Crown Ambassador Fund
  • President Star Fund
  • Crown Ambassador Star Fund
  • Senior Crown President Star Fund
  • Director Crown President Star Fund 0.25%
  • Kohinoor Crown President Star Fund
  • Special Meeting Fund
  • Royal Annual Bonus

IMC Business Plan PDF Download

To understand more about it, you can download IMC business plan PDF by clicking the below button.

How to Join IMC?

To join IMC, a person can contact any existing distributor of IMC and ask them to enroll in the company.

To join, individuals should have documents such as Aadhar Card, Pan Card, and Bank Account.

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Integrated Marketing Communication Strategy Plan: 5 Examples

Integrated Marketing Communication Strategy Plan

Table of Contents

What is a marketing communications strategy, what is a marketing communication channel, 5 steps to create an integrated marketing communication strategy from idea to implementation.

  • Defining Objectives and Target Audience
  • Selecting Communication Channels
  • Crafting Consistent Messaging
  • Implementation and Evaluation
  • Refinement and Adaptation

Marketing Communication Strategies Examples

Advertising in integrated marketing communication strategy, direct marketing communication strategy in imc, importance of marketing communication strategy, conclusions.

In today’s hyper-connected world, a robust marketing communication strategy is paramount for any brand aiming to cut through the noise and reach its audience effectively. One of the most powerful approaches in this realm is Integrated Marketing Communication (IMC). Let’s delve into this strategy and explore its importance, examples, and the steps to create a winning IMC plan.

At its core, a marketing communications strategy is the blueprint that defines how a company will effectively communicate its messages to its target audience. It integrates various marketing channels to convey a cohesive brand message.

“A marketing communication strategy defines how a company communicates its messages. Channels, like TV or social media, deliver these messages.”

imc business plan pdf

A marketing communication channel refers to the specific mediums or avenues through which a company delivers its messages to its audience. These channels can be diverse, encompassing both traditional and digital platforms. Traditional channels include print media, television, radio, and direct mail, while digital channels comprise websites, social media platforms, email, mobile apps, and search engines.

Crafting a robust channel of communication within a marketing strategy involves a meticulous selection process. It’s imperative to identify the most effective channels that resonate with the target demographic. A channel that works wonders for one brand might not yield the same results for another. Hence, understanding audience preferences, behaviors, and consumption patterns is crucial in channel selection.

A well-thought-out communication marketing strategy carefully selects and optimizes these channels to ensure the message reaches the right audience at the right time. The strategy might involve a blend of various channels, creating an omnichannel experience for the audience, thereby enhancing brand visibility and engagement.

Moreover, an effective communication marketing strategy doesn’t merely focus on the selection of channels but also emphasizes the synchronization and consistency of messaging across these channels. Consistency in brand voice, tone, and message across various communication channels reinforces brand identity and fosters trust among consumers.

By leveraging an appropriate mix of communication channels and aligning them within a cohesive strategy, businesses can effectively engage with their audience, amplify brand messages, and drive desired actions, ultimately contributing to their overall marketing objectives.

imc business plan pdf

  • Defining Objectives and Target Audience : Understand the marketing communication strategy goals and the audience to tailor messages effectively.
  • Selecting Communication Channels : Choose the mix of channels that align with the audience’s preferences.
  • Crafting Consistent Messaging : Ensure the message remains cohesive across all selected channels.
  • Implementation and Evaluation : Execute the plan and continuously assess its effectiveness to make necessary adjustments.
  • Refinement and Adaptation: Stay agile and adapt the strategy based on insights gained through evaluation.

Integrated Marketing Communication Strategy combines various strategies for all marketing communication channels with IMC tactics into an omnichannel comprehensive marketing plan.</з>

The five main components of Marketing Communication include: advertising to deliver mass media communication ad messages, direct marketing for individual personalized communications, public relations (PR) for brand communications and relationships with community, online digital marketing, and offline traditional media marketing communications. Each of these components is an independent marketing strategy and a part of the overall marketing strategy. Here are these top 5 marketing communication strategy examples.</з>

Traditional and digital yet impactful, advertising remains a cornerstone of IMC. It involves strategically placing messages through various mediums to reach the intended audience. Advertising campaigns are paid media buying. Ad is a message or message sequence shown to many peaple many times at a specific time and place. Advertising strategy includes defining target audience, choosing media placement, calculating budgets and media reach, creating ad copy, launching ad campaigns, and analyzing results, and adjusting strategy. </з>

  • Advertising Communication Strategy Examples
  • Goal: Increase sales of retail products, new cellphone models.
  • Online Advertising Strategy Plan Example
  • Target Audience: people who are interested in buying a new smartphone online.
  • Digital Channel: Online ads on Instagram and Facebook 
  • Placement: NewsFeed Post and Stories
  • Budget: $1000
  • Potential Reach: 100,000 
  • Interaction Clicks: 1000
  • Message: Text + Image + Link 
  • Traditional Advertising Strategy Plan Example
  • Target Audience: people who are interested in tech and smartphones.
  • Traditional Channel: Print ad in Tech Magazine
  • Placement: Half Page
  • Potential Reach: 50,000 
  • Customer Interactions: undefined
  • Message: Text + Image 

Direct marketing involves personalized communication with potential customers, utilizing channels like personal conversations, direct sales, phone calls, emails, text messages, or targeted QR codes. Direct marketing is also known as

One-to-One Marketing or Real-Time Marketing

communications. Utilizing tools like ClearLine apps can streamline and enhance this process, ensuring seamless communication with the audience, delivering instant measurable results for any direct to consumer business.

  • Direct Marketing Strategy Example
  • Target Audience: store visitors who are interested in buying a new smartphone.
  • Channel: ClearLine marketing apps
  • Placement: text messages, SMS, email, QR codes. 
  • Budget: $79
  • Customer Interactions: 1000

imc business plan pdf

Public Relations Content Marketing and Global PR Campaigns

Public relations focus on managing the brand’s image and reputation. Content marketing and global PR campaigns play a crucial role in shaping consumer perception.

  • Public Relations Strategy Example
  • Blog posts and social media marketing
  • Press Release for news media
  • Media production and video content
  • Brand marketing campaigns
  • Social listening
  • Influencer Marketing
  • User Generated Content 
  • Events and Sponsorships
  • Partnerships and collaborations
  • Community Outreach and Supporting Programs
  • Investors relations
  • Government relations

Digital Integrated Marketing Communication Strategy

In the digital age, this strategy leverages online platforms and technologies to connect with audiences, utilizing social media, websites, and targeted digital ads. Digital marketing communication strategy includes Advertising, Direct marketing, and Public relations campaigns using digital media.

Digital Marketing Communication Strategy Example

  • Online Advertising, pay per click (PPC)
  • Search Engine Marketing (SEM)
  • Search Engine Optimization (SEO)
  • Paid Social Media
  • Social Media Marketing (SMM)
  • Affiliate Marketing
  • Email Marketing
  • SMS Marketing
  • QR Code Marketing

Traditional Marketing Communication Channel

Despite the digital surge, traditional methods like TV, radio, and print ads still hold sway in reaching specific demographics effectively. Traditional marketing communication strategy includes Advertising, Direct marketing, and Public relations campaigns using traditional media.

  • Out of Home Advertising (OOH). Billboards, transport ads, and signage in high-traffic areas. 
  • Digital Out-of-Home Advertising (DOOH). Digital Signature, digital billboards, transport screen ads, kiosk ads.
  • Print ads: magazines, journals, fliers.
  • Broadcast marketing: TV ads, Radio ads.

A robust marketing communication strategy is vital for businesses to convey their message clearly, consistently, and effectively. Understanding the marketing communication mix is crucial. A balanced combination of advertising, direct marketing, PR, digital marketing, and traditional media ensures a comprehensive approach.

In a dynamic marketing landscape, an Integrated Marketing Communication strategy is the linchpin for brands aiming to resonate with their audience. By embracing diverse channels, crafting compelling messages, and adapting to changing trends, businesses can carve a path towards sustained success.

imc business plan pdf

integrated marketing communications planning team

Guide to creating an integrated marketing communications (IMC) plan

  • by Performance Marketer Team
  • 22 November 2022
  • 3 minute read

Integrated marketing communications (IMC) is a strategic approach that involves harmonizing and synchronizing all marketing and communication efforts, tools, channels, and resources within an organization. By seamlessly blending various elements of the marketing mix, IMC aims to create a unified and impactful program that effectively reaches and engages both consumers and other key stakeholders.

This comprehensive approach entails coordinating advertising, public relations, direct marketing, sales promotion, social media, branding, and other communication methods, ensuring that they work together synergistically towards a common goal. By integrating these diverse components, IMC enables companies to deliver a consistent and cohesive message across multiple touchpoints, reinforcing their brand identity and enhancing the overall customer experience.

At its core, IMC strives to maximize the effectiveness and efficiency of marketing activities by eliminating silos and fostering collaboration between different departments and teams. It recognizes that customers interact with brands through various channels and touchpoints, and seeks to create a seamless and immersive brand experience across all these interactions. By doing so, IMC aims to build strong and enduring relationships with customers, increase brand loyalty, and drive business growth.

In essence, integrated marketing communications is a strategic framework that enables companies to leverage the power of synergy and coordination to deliver a compelling and unified message to their target audience, ensuring that their marketing efforts are optimized and impactful.

What is an integrated marketing communications plan?

A complete integrated marketing communications plan incorporates every element of the marketing mix in order to present a unified message to target audiences and other company stakeholders. Integrated marketing is based on the master marketing plan, which should include all the components of the marketing mix. The foundation of an integrated marketing communications program consists of a careful review of the company’s image, target customers, and the markets in which buyers are located. Advertising programs are then built on this foundation, as are other elements of the promotional mix. Achieving integrated, marketing communications can become more complex when deployed at a global scale, due to larger national and cultural differences in target markets.

4 stages in designing an effective integrated marketing communications system

  • Identify, coordinate, and manage all forms of integrated marketing communication. Bring all of the communication elements together under one umbrella. This includes advertising, promotions, direct mail, digital marketing and e-commerce programs, public relations, sponsorships, and other marketing activities. During this stage of IMC development, the marketing team must be sure that all communications deliver a unified message and speak with one voice. A theme should also be present in the logos, colors, letterhead, and every other message the company sends. The goal is to make sure there’s consistency in and synergy among all communication channels.
  • Examine communications from the perspective of the customer. The marketing team should review every contact method, also known as a brand touch points , that might influence customers as they form opinions and make decisions about the company. The goal is to ensure external communications match internal communications. The integrated marketing communications umbrella covers every internal and external group that might affect perceptions of the company and its products.
  • Gather integrated marketing communications performance marketing data to make better decisions. Continuously identify and evaluate the impact of communications. Use customer data insights to help drive strategic planning and analyze the return on investment. It’s also important to adjust and optimize marketing campaigns and communications when data insights highlight areas for improvement.

The role of corporate imagine in IMC

Effective marketing communications is based on a clearly defined corporate image. The image summarizes what the company stands for, and how well its position has been established. The goal of image management is to create a consistent impression in the minds of customers and key stakeholders. A strong corporate image creates a major competitive advantage, and can make the difference in a choice between competitors.

Benefits of having a consistently strong visual brand image:

  • Give assurance about the purchase when the buyer has little or no previous experience with a good or service, or is making the purchase in an unfamiliar setting
  • Reduce search time and purchase decisions
  • Enhances company revenue, and builds longer term loyalty when the image also matches or exceeds expectation

It’s important to remember that what consumers believe about a firm is far more important than how company officials view the image. The image of being projected must accurately portrayed the organization and coincide with the good and services being offered.

  • integrated marketing communications
  • integrated marketing communications imc
  • integrated marketing communications plan

Performance Marketer Team

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IMC Plan Template

IMC Plan Template

What is an IMC Plan?

An Integrated Marketing Communications (IMC) plan is a strategy used to ensure that all forms of communications and messages are unified across all channels and are consistent in terms of messaging. It is a holistic approach that combines all aspects of marketing communications such as advertising, sales promotion, public relations, direct marketing, and online marketing, to create a single, unified brand image for a product or service.

What's included in this IMC Plan template?

  • 3 focus areas
  • 6 objectives

Each focus area has its own objectives, projects, and KPIs to ensure that the strategy is comprehensive and effective.

Who is the IMC Plan template for?

This IMC Plan template is designed for marketing and communication teams in all industries. It provides a comprehensive framework to create an integrated marketing communication plan that is tailored to the specific goals and objectives of the organization.

1. Define clear examples of your focus areas

The first step in creating an effective IMC plan is to define clear focus areas. A focus area is a broad area of focus that is related to your overall marketing objectives. Examples of strategic focus areas that could fall under a IMC Plan could be: Increase Digital Presence, Enhance Brand Image, and Increase Revenue .

2. Think about the objectives that could fall under that focus area

Once you have identified your focus areas, you should think about the objectives that could fall under each focus area. An objective is a measurable goal that you are trying to achieve. For example, if your focus area is increasing digital presence, your objectives may include growing social media followers and increasing website traffic.

3. Set measurable targets (KPIs) to tackle the objective

Once you have identified your objectives, you should set measurable targets or Key Performance Indicators (KPIs) to track your progress. A KPI is a metric that you can use to measure your progress towards achieving your objectives. For example, if your objective is to increase website visits, you could set a KPI of increasing website visits by 20%.

4. Implement related projects to achieve the KPIs

Once you have set your KPIs, you should implement related projects or actions to achieve them. An action is an activity that you can take to achieve your objectives. For example, if your objective is to increase website visits, you could launch an SEO and Adwords campaign.

5. Utilize Cascade Strategy Execution Platform to see faster results from your strategy

Cascade Strategy Execution Platform is a powerful tool for implementing your strategic plans. It provides an easy-to-use interface for setting objectives and tracking the progress of your plan. With Cascade, you can track your progress in real-time and make adjustments quickly to ensure you are meeting your objectives.

13.4 Steps in the IMC Planning Process

Learning outcomes.

By the end of this section, you will be able to:

  • 1 List the steps in the IMC planning process.
  • 2 Summarize the details of each step in IMC planning.

Identify the Target Audience

All successful IMC campaigns start with a good foundation and a carefully written and executed plan. Every step in the marketing process should be driven by research; the same is true for the IMC planning process (see Figure 13.9 ).

Understanding the audience is integral to creating an effective IMC campaign. Using a variety of tools, marketers are able to identify the target audience. The more that is known about the target audience, the higher the likelihood is of making sure the message is coded correctly and the right medium for effective encoding and reduced noise is chosen.

Marketers employ many tools to understand the target audience. Both primary and secondary marketing research can provide significant insights. A clear understanding of the consumer allows the marketer to create messages that resonate with the needs and wants of the target audience.

Determine the Marketing Communications Objectives

Marketing campaigns must start with clear objectives. Objectives define what needs to be done, and they help to keep the strategy and tactics clearly aligned. Good objectives will help marketers create cohesive messaging across all the promotional mix methods. Objectives need to be simple, and they should be written in such a way that they provide opportunity for analysis. If done correctly, marketers should be able to analyze if the messaging and the medium are working. When creating objectives, follow the SMART guidelines: simple, measurable, actionable, realistic, and time-bound.

The 5A Framework

The 5A framework is the map of the customer’s needs. Through the 5A framework (see Figure 13.10 ), marketers create messaging that moves the customer through the funnel, or customer journey with the brand. The 5As provide the marketer with clear steps on the role of the messaging at each step of the framework.

Let’s look at the five steps of the 5A framework in more detail:

When Angel Johnson launched her activewear company ICONI , she needed to stand out from more popular and well-funded activewear brands. As a Black woman–owned business, Angel wanted to appeal to other women, many of whom needed different types of activewear. Angel found success in creating awareness through running ads on Amazon , where customers could easily find and purchase her products. 17

  • Appeal: After becoming aware that a product exists, the consumer must gain some understanding of what the product can do for them. If the benefits are favorable for the consumer, they may put it in their consideration set of things that appeal to them.
  • Ask: After the appeal stage, the consumer may become motivated to actively seek out information about the product. When the consumer asks the company about the product, they have opened the channels of communication. This is part of the feedback loop. Methods of asking include the consumer engaging online through a chatbot or a contact form or by calling a listed phone number.
  • Act: Further down the customer journey funnel, if the customer has received information and they feel it is favorable, then they will act. The action can be to either purchase the product or not purchase the product. Either form of action must be evaluated by the marketing team. The marketer can determine if the messaging created a favorable or unfavorable reaction and then modify the messaging for the segment that acted not to buy the product.
  • Advocacy: At the bottom of the funnel is the marketer’s holy grail—the consumer becomes a loyal customer. The marketer can begin to calculate lifetime value, but most importantly the consumer becomes an advocate for the product. Through their advocacy, the consumer provides positive word of mouth and encourages purchase by other consumers.

Design the Message

A key element of integrated marketing communications is creating the message. Messages are designed to fulfill the established objectives. Depending upon the objective and the desired action of the consumer, the marketer may create the message to meet the various stages in the customer journey and have a call to action.

The biggest part of the message design is the content of the message. To move the consumer to the point where they act, marketers have at their disposal various forms of appeal. The appeal is the approach used to attract the attention of the target audience or to persuade it to take action.

Create the Message Content

When creating the message, the marketer has to consider not only the stage of the customer journey, but the product’s features and benefits as well. Other factors to consider in the message content include the media and the traits and characteristics of the target market. All of the segmentation bases should be considered when creating the appeal.

Rational Appeals

When Toyota advertises the features of alternative-fuel vehicles and tells the consumer how those features benefit them, it is creating a rational appeal (see Figure 13.11 ). Rational appeals prompt the consumer to make the choice for the product because of all the ways they will benefit from using it.

Emotional Appeals

Consumers have a wide variety of emotions. Advertising messages can play to all those emotions. A few of the typical emotional appeals include happiness, fear, trust, sadness, anger, and guilt. It can be quite effective to create fear if the customer doesn’t purchase the product. Some examples of common fear appeals include skin care products and the fear of the effects of aging on skin. Vitamins and supplements use the fear of being unhealthy. And automobiles promote the fear of not being safe in a crash unless you drive a certain brand with a good crash-test rating.

Link to Learning

Happiness campaign.

Coca-Cola (see Figure 13.12 ) wanted to associate drinking a Coke with being happy and created a whole campaign on the emotion of happiness. Everything in the campaign was focused on drinking Coke and choosing to be happy. They created the #choosehappiness hashtag to be used in their social and digital promotions. Consumers would include their pictures drinking a Coke with friends and add #choosehappiness. Check out this commercial from the campaign.

Public health campaigns often rely on fear appeals (see Figure 13.13 ). If you continue a behavior there may well be negative consequences, which can arouse fear in the consumer. These campaigns seek to change behavior through fear. Fear appeals can be very effective in some circumstances.

Moral Appeals

A moral appeal pushes the consumer to want the product because of a sense of morality or social good (see Figure 13.14 ). The messaging may encourage the consumer to do the “right thing.” If they don’t do what is being asked of them, the situation will get worse.

Message Structure

Promotional messages generally have common elements, which include a slogan, the text or content, and the graphics. The graphics can include photos and brand identification. Messages can tell stories with words or lead the audience to their own conclusion based on the graphics.

When Apple first promoted its iPod, the company used the imagery of a very colorful background, a completely black silhouette, and the stark contrast of the all-white iPod with white headphones. The graphic alone conveyed the message that the iPod would allow consumers to “jam” to their own tunes through this new device.

Message Format

The format of the message depends largely on the media being used to send the message. For example, a television ad combines sight and sound, while radio is reliant only on sound. The same is true for print, billboards, and various digital campaigns. Formatting the message needs to take into consideration the target market as well as the medium of the message.

Determine the Budget

Promotional budgets are determined based on many variables. In developing the promotional budget, it is important to consider where the consumer is in their journey. Additional considerations include the current level of brand awareness for the product, accessibility of the target market, creation of the promotion, and specific media under consideration. There are several commonly used methods of creating promotional budgets.

  • Objective and Task: This is perhaps the best method but is often used the least. With objective and task, the marketer determines the objectives of the IMC campaign and what tasks need to be done in order to complete the objectives. The tasks are priced, and the level of reach (number of consumers who will see the message) and the frequency (the number of times the consumer will see the message) are estimated. Based on the tasks necessary to achieve the campaign objectives, the budget is established.
  • Top Down: With a top-down budgeting approach, the IMC campaign budget is issued from the operating budget based on input from the executives responsible for setting the budgets. While this method takes into consideration the overall organization, it pays little heed to the needs of the specific campaign.
  • Percent of Sales: While personal selling is one of the methods included in the promotional mix, it is not the only method. A percent-of-sales approach attributes sales to all the functions of marketing. Generally, an organization may provide an arbitrary percent of overall sales as the total budget for the marketing promotions. Because many issues affect the sale of a product, it is difficult to make sales the only determinant of the marketing activities and the promotional methods.
  • Affordable: The affordable method allocates only the amount of money the company can provide to a marketing budget. This method does not create a mindset of growth within the organization. A robust marketing strategy is focused on the growth of the organization. Affordable only provides for what is left over after all the other expenses have been allocated.
  • Competitive Parity: If you were to look at the advertising budgets of competitors in the same industry, you might very likely see that they are spending similar amounts on a very similar promotional mix. Companies of every size closely monitor the promotional activities of their competitors. With the competitive parity method of budgeting, the allocations essentially mirror whatever the closest competitor is spending on promotions. This method of budgeting doesn’t allow for increased market share.

Develop Strategies and Tactics

The promotional strategies include the promotional methods the marketer chooses in order to achieve the objectives. Within the promotional methods, the tactics are the specifics the marketer must use to achieve the objectives. For example, if Panera Bread wants a 10 percent increase in brand awareness for its decorated Christmas sugar cookies from November 26 to December 30, it may choose to use the following strategy and corresponding tactics:

A strategy might be to create an Internet/digital messaging campaign focused on creating awareness with a message to try the Panera Christmas sugar cookies for a limited time. The tactics might then be developed as follows:

  • Develop push ads through the Panera Bread mobile app
  • Publish pop-up banner ads through Google
  • Post campaign messages in Instagram
  • Post campaign messages in Facebook

Select the Promotional Tools

The marketer must decide on the mix of promotional tools based on the established marketing objectives. Choosing the mix of promotional methods is also primarily dependent on the consumer and how best to reach them.

When Timmy Global Health , a not-for-profit organization, wanted to do an end-of-year fundraising ask, it chose to reach its donor base through direct mail. The organization chose an email campaign for the segment of its market that is responsive to email and has an email address in the CRM system. For a small segment of its market, those who are older and not responsive to digital marketing, it chose to do a direct mail campaign with a postcard mailed through the US Postal Service . 18

Direct Mail Examples

There are hundreds of examples where companies have used direct mail campaigns in their promotional mix. Check out some of the best as referenced in this article .

Designing the Promotion

In considering the target market and the message to send, the marketer must think of the desired response. Three important issues arise in the design of the promotion: what to say (message), how to say it (creative), and who should say it (source). This leads the marketer to the overall message strategy, which will look at the appeal as it relates to the brand positioning. A marketer will consider the following in designing a promotion:

  • Message Strategy: A good message strategy must tie the brand to the target audience. What will appeal to them? What action do you want them to take? How does the brand positioning need to be portrayed? The marketer may choose to highlight how the product compares to the competition (points of parity), or the marketer may choose to focus on how the product is different (points of difference). In doing so, it is important to showcase the product or service through the value it will bring to the target market. Ultimately, the customer wants to know “What’s in it for me?”
  • Creative Strategy: Through a creative strategy , the marketer is able to translate their message into words, images, and sounds. If the message and the creative do not match up, the communication objectives may miss their mark. The creative strategy helps the marketer cut through the clutter and get the attention of the target audience. A properly done creative strategy serves as the guiding principles to develop good content.

Personal communication channels can include social networks like friends, family, and neighbors. They can also include paid or unpaid experts and even the company’s own sales force. Nonpersonal communication channels include everything from television and radio to billboards and direct mail.

In designing the promotion, the marketer can mix and match the message, creative, and communication strategies until they have the right combination to execute on their objectives and connect with the target market.

For example, when World Food Championships wanted to reach home cooks, professional chefs, and aspiring chefs to participate in its Food Sport events, it enticed them with the opportunity for a big payout in winnings. And it created a connection with them through smaller local qualifying events. When the winners of smaller events received a Golden Ticket to compete, they were instantly excited. Then they realized the competition would allow them to meet with even bigger food celebrities and increase their chances of television fame (see Figure 13.15 ).

Scheduling the Promotion

Knowing when to promote and how often to promote is a critical juncture in the promotional process. For scheduling purposes, it is important to understand the complexity of the message and the medium or channel for delivery. If the average of 5,000 promotional messages a day is correct, the consumer will need to see a message many times in order to become aware and act. To move them down through the customer journey, the message has to cut through the clutter and stick.

Reach is the number of consumers who will be exposed to the promotional message at any given time. Frequency is the number of times the consumer will be exposed to the message. Using the combination of reach times frequency, the marketer is able to determine the promotional schedule. Marketers typically work to create promotional schedules that optimize the exposure to the target market. Once again, we see that having extensive knowledge of the target market is critical to creating effective campaigns. There are three promotional schedules a marketer may consider:

  • Continuous: With a continuous promotional schedule , the marketer will conduct the promotion year-round on a very regular schedule. Consumers will continuously see the ads.
  • Flighting : Through a flighting promotional schedule , the marketer will run a period of heavy promotions and then go for a period of time without any promotional messaging. The idea is to give the target market a break and avoid potential wear-out of the message.
  • Pulsing: If you see promotions on a regular basis and then suddenly you see them a lot during certain seasons, the sender is using a pulsing schedule .

For example, let’s consider the television commercial for MyPillow . Throughout a broadcast, the MyPillow commercial plays two or three times. The commercial plays every night on one broadcast station. However, during holiday seasons, the commercial plays more often. The commercial is often accompanied by a special code. With the code, viewers can receive a discount on the pillows. The viewer gets a discount, and MyPillow receives analytics to determine if its budget for this commercial television time is effective. In this example, MyPillow is utilizing a pulsing schedule for its promotional efforts.

Evaluate and Measure the Objectives

Before starting a promotional campaign, marketers must establish objectives. Including measurable and time-bound objectives is important. The marketer must evaluate the campaign on a continual basis to ensure that every element in the campaign is working to achieve the objective. Measuring and evaluating the campaign on a continual basis allows the marketer to evaluate the elements and make changes. Typically, objectives also have financial accountability. Changing elements of a campaign avoids overspending on components that are not working to meet the objectives.

Some common key performance indicators (KPIs) for evaluating promotional campaigns include the following:

  • return on investment
  • cost per lead
  • cost per sale

Digital promotional campaigns allow marketers to track many analytics in real time and have the ability to make changes to the campaign in real time. The advantages of digital media include a host of valuable analytics, such as the following:

  • website traffic
  • bounce rate
  • conversion rate
  • impressions
  • cost per click

Marketing Dashboard

IMC is centered on data-driven decision-making to drive organizational value. So it’s no surprise that the founder of IMC, Don Schultz , determined a way to measure IMC campaigns. Schultz calls this metric return on customer investment (ROCI) . ROCI is a marginal analysis that shows the efficiency of marketing communications spending. We often think of effectiveness as the key measure of a campaign’s success. But equally important is the efficiency of how we spend resources. We should consider how hard our resource works for us.

We should also be concerned about how well our investment does in the short term and the long term. After all, we are trying to build financial returns for our organizations. ROCI looks at short- and long-term value by considering the change in profitability and value during the period and overall.

IMC considers all aspects of the marketing communications relationship, not just a single campaign. The ROCI metric looks at how revenue grows over time and not just in response to one action.

The formula for ROCI is as follows:

Let’s say we own an ice cream shop and we are interested in the efficiency of our recent IMC campaign. So, we decide to conduct an ROCI calculation for an average customer using the following data. What is the ROCI?

Last period, the ROCI was $37.50. What factors might impact the change from the previous period to this period?

ROCI considers all aspects of the IMC relationship, so as the relationship grows, the ROCI does as well.

What is the value of the ROCI calculation?

It determines the marketing communication campaigns that yield the most profitable customers.

Don Schultz

Hear from Dr. Schultz directly about IMC trends in this video.

Knowledge Check

It’s time to check your knowledge on the concepts presented in this section. Refer to the Answer Key at the end of the book for feedback.

  • determine the objectives
  • determine the budget
  • identify the target audience
  • select the promotional tools
  • Objective and task
  • Competitive parity
  • Percent of sales

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13.4: Steps in the IMC Planning Process

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Learning Objectives

By the end of this section, you will be able to:

  • List the steps in the IMC planning process.
  • Summarize the details of each step in IMC planning.

Identify the Target Audience

All successful IMC campaigns start with a good foundation and a carefully written and executed plan. Every step in the marketing process should be driven by research; the same is true for the IMC planning process (see Figure 13.9).

The steps in the IMC planning process are shown as nested pointed boxes in a horizontal row. Starting at the left, the steps are identify the target audience, determine the communication objectives, design the message, create the message content, determine the budget, develop the strategies and tactics, and select the promotional tools.

Understanding the audience is integral to creating an effective IMC campaign. Using a variety of tools, marketers are able to identify the target audience. The more that is known about the target audience, the higher the likelihood is of making sure the message is coded correctly and the right medium for effective encoding and reduced noise is chosen.

Marketers employ many tools to understand the target audience. Both primary and secondary marketing research can provide significant insights. A clear understanding of the consumer allows the marketer to create messages that resonate with the needs and wants of the target audience.

Determine the Marketing Communications Objectives

Marketing campaigns must start with clear objectives. Objectives define what needs to be done, and they help to keep the strategy and tactics clearly aligned. Good objectives will help marketers create cohesive messaging across all the promotional mix methods. Objectives need to be simple, and they should be written in such a way that they provide opportunity for analysis. If done correctly, marketers should be able to analyze if the messaging and the medium are working. When creating objectives, follow the SMART guidelines: simple, measurable, actionable, realistic, and time-bound.

The 5A Framework

The 5A framework is the map of the customer’s needs. Through the 5A framework (see Figure 13.10), marketers create messaging that moves the customer through the funnel, or customer journey with the brand. The 5As provide the marketer with clear steps on the role of the messaging at each step of the framework.

The 5 A framework is shown as a triangle pointed down. As you move through the steps, the size of the area of the triangle represented by each step gets smaller. The steps are aware, appeal, ask, act, and advocacy.

Let’s look at the five steps of the 5A framework in more detail:

When Angel Johnson launched her activewear company ICONI , she needed to stand out from more popular and well-funded activewear brands. As a Black woman–owned business, Angel wanted to appeal to other women, many of whom needed different types of activewear. Angel found success in creating awareness through running ads on Amazon , where customers could easily find and purchase her products. 17

  • Appeal: After becoming aware that a product exists, the consumer must gain some understanding of what the product can do for them. If the benefits are favorable for the consumer, they may put it in their consideration set of things that appeal to them.
  • Ask: After the appeal stage, the consumer may become motivated to actively seek out information about the product. When the consumer asks the company about the product, they have opened the channels of communication. This is part of the feedback loop. Methods of asking include the consumer engaging online through a chatbot or a contact form or by calling a listed phone number.
  • Act: Further down the customer journey funnel, if the customer has received information and they feel it is favorable, then they will act. The action can be to either purchase the product or not purchase the product. Either form of action must be evaluated by the marketing team. The marketer can determine if the messaging created a favorable or unfavorable reaction and then modify the messaging for the segment that acted not to buy the product.
  • Advocacy: At the bottom of the funnel is the marketer’s holy grail—the consumer becomes a loyal customer. The marketer can begin to calculate lifetime value, but most importantly the consumer becomes an advocate for the product. Through their advocacy, the consumer provides positive word of mouth and encourages purchase by other consumers.

Design the Message

A key element of integrated marketing communications is creating the message. Messages are designed to fulfill the established objectives. Depending upon the objective and the desired action of the consumer, the marketer may create the message to meet the various stages in the customer journey and have a call to action.

The biggest part of the message design is the content of the message. To move the consumer to the point where they act, marketers have at their disposal various forms of appeal. The appeal is the approach used to attract the attention of the target audience or to persuade it to take action.

Create the Message Content

When creating the message, the marketer has to consider not only the stage of the customer journey, but the product’s features and benefits as well. Other factors to consider in the message content include the media and the traits and characteristics of the target market. All of the segmentation bases should be considered when creating the appeal.

Rational Appeals

When Toyota advertises the features of alternative-fuel vehicles and tells the consumer how those features benefit them, it is creating a rational appeal (see Figure 13.11). Rational appeals prompt the consumer to make the choice for the product because of all the ways they will benefit from using it.

A Toyota is parked in a parking space. The license plate reads Plug OK. Beneath the license plate it says Calcars.org. On the bumper is written “This Plug In Hybrid gets 100+ M P G”.

Emotional Appeals

Consumers have a wide variety of emotions. Advertising messages can play to all those emotions. A few of the typical emotional appeals include happiness, fear, trust, sadness, anger, and guilt. It can be quite effective to create fear if the customer doesn’t purchase the product. Some examples of common fear appeals include skin care products and the fear of the effects of aging on skin. Vitamins and supplements use the fear of being unhealthy. And automobiles promote the fear of not being safe in a crash unless you drive a certain brand with a good crash-test rating.

Link to Learning: Happiness Campaign

Coca-Cola (see Figure 13.12) wanted to associate drinking a Coke with being happy and created a whole campaign on the emotion of happiness. Everything in the campaign was focused on drinking Coke and choosing to be happy. They created the #choosehappiness hashtag to be used in their social and digital promotions. Consumers would include their pictures drinking a Coke with friends and add #choosehappiness. Check out this commercial from the campaign.

Two six packs of coca cola bottles are shown in a display. The words “Coca Cola open happiness” are written at the bottom of the display.

Public health campaigns often rely on fear appeals (see Figure 13.13). If you continue a behavior there may well be negative consequences, which can arouse fear in the consumer. These campaigns seek to change behavior through fear. Fear appeals can be very effective in some circumstances.

Three posters are part of a fear appeal campaign. The first poster shows a burning and snubbed out cigarettes in an ashtray. Smoke from one burning cigarette rises in and spells out the word Cancer. At the bottom of the poster it says take warning.  The second poster shows the head of a person about to sneeze surrounded by white drawings of bodies. Some of the bodies are lying down; others are standing. The verbiage on the poster says Knocked flat by a sneeze? ...It may be the flu.  Keep it to yourself. The third ad shows a young child sitting in a highchair with blocks on the tray. The child is smoking a cigarette. The poster states How many cigarettes a day does your child smoke?

Moral Appeals

A moral appeal pushes the consumer to want the product because of a sense of morality or social good (see Figure 13.14). The messaging may encourage the consumer to do the “right thing.” If they don’t do what is being asked of them, the situation will get worse.

Handcuffs are hung from the neck of a beer bottle with the words don't drink and drive next to the bottle.

Message Structure

Promotional messages generally have common elements, which include a slogan, the text or content, and the graphics. The graphics can include photos and brand identification. Messages can tell stories with words or lead the audience to their own conclusion based on the graphics.

When Apple first promoted its iPod, the company used the imagery of a very colorful background, a completely black silhouette, and the stark contrast of the all-white iPod with white headphones. The graphic alone conveyed the message that the iPod would allow consumers to “jam” to their own tunes through this new device.

Message Format

The format of the message depends largely on the media being used to send the message. For example, a television ad combines sight and sound, while radio is reliant only on sound. The same is true for print, billboards, and various digital campaigns. Formatting the message needs to take into consideration the target market as well as the medium of the message.

Determine the Budget

Promotional budgets are determined based on many variables. In developing the promotional budget, it is important to consider where the consumer is in their journey. Additional considerations include the current level of brand awareness for the product, accessibility of the target market, creation of the promotion, and specific media under consideration. There are several commonly used methods of creating promotional budgets.

  • Objective and Task: This is perhaps the best method but is often used the least. With objective and task, the marketer determines the objectives of the IMC campaign and what tasks need to be done in order to complete the objectives. The tasks are priced, and the level of reach (number of consumers who will see the message) and the frequency (the number of times the consumer will see the message) are estimated. Based on the tasks necessary to achieve the campaign objectives, the budget is established.
  • Top Down: With a top-down budgeting approach, the IMC campaign budget is issued from the operating budget based on input from the executives responsible for setting the budgets. While this method takes into consideration the overall organization, it pays little heed to the needs of the specific campaign.
  • Percent of Sales: While personal selling is one of the methods included in the promotional mix, it is not the only method. A percent-of-sales approach attributes sales to all the functions of marketing. Generally, an organization may provide an arbitrary percent of overall sales as the total budget for the marketing promotions. Because many issues affect the sale of a product, it is difficult to make sales the only determinant of the marketing activities and the promotional methods.
  • Affordable: The affordable method allocates only the amount of money the company can provide to a marketing budget. This method does not create a mindset of growth within the organization. A robust marketing strategy is focused on the growth of the organization. Affordable only provides for what is left over after all the other expenses have been allocated.
  • Competitive Parity: If you were to look at the advertising budgets of competitors in the same industry, you might very likely see that they are spending similar amounts on a very similar promotional mix. Companies of every size closely monitor the promotional activities of their competitors. With the competitive parity method of budgeting, the allocations essentially mirror whatever the closest competitor is spending on promotions. This method of budgeting doesn’t allow for increased market share.

Develop Strategies and Tactics

The promotional strategies include the promotional methods the marketer chooses in order to achieve the objectives. Within the promotional methods, the tactics are the specifics the marketer must use to achieve the objectives. For example, if Panera Bread wants a 10 percent increase in brand awareness for its decorated Christmas sugar cookies from November 26 to December 30, it may choose to use the following strategy and corresponding tactics:

A strategy might be to create an Internet/digital messaging campaign focused on creating awareness with a message to try the Panera Christmas sugar cookies for a limited time. The tactics might then be developed as follows:

  • Develop push ads through the Panera Bread mobile app
  • Publish pop-up banner ads through Google
  • Post campaign messages in Instagram
  • Post campaign messages in Facebook

Select the Promotional Tools

The marketer must decide on the mix of promotional tools based on the established marketing objectives. Choosing the mix of promotional methods is also primarily dependent on the consumer and how best to reach them.

When Timmy Global Health , a not-for-profit organization, wanted to do an end-of-year fundraising ask, it chose to reach its donor base through direct mail. The organization chose an email campaign for the segment of its market that is responsive to email and has an email address in the CRM system. For a small segment of its market, those who are older and not responsive to digital marketing, it chose to do a direct mail campaign with a postcard mailed through the US Postal Service . 18

Link to Learning: Direct Mail Examples

There are hundreds of examples where companies have used direct mail campaigns in their promotional mix. Check out some of the best as referenced in this article .

Designing the Promotion

In considering the target market and the message to send, the marketer must think of the desired response. Three important issues arise in the design of the promotion: what to say (message), how to say it (creative), and who should say it (source). This leads the marketer to the overall message strategy, which will look at the appeal as it relates to the brand positioning. A marketer will consider the following in designing a promotion:

  • Message Strategy: A good message strategy must tie the brand to the target audience. What will appeal to them? What action do you want them to take? How does the brand positioning need to be portrayed? The marketer may choose to highlight how the product compares to the competition (points of parity), or the marketer may choose to focus on how the product is different (points of difference). In doing so, it is important to showcase the product or service through the value it will bring to the target market. Ultimately, the customer wants to know “What’s in it for me?”
  • Creative Strategy: Through a creative strategy , the marketer is able to translate their message into words, images, and sounds. If the message and the creative do not match up, the communication objectives may miss their mark. The creative strategy helps the marketer cut through the clutter and get the attention of the target audience. A properly done creative strategy serves as the guiding principles to develop good content.

Personal communication channels can include social networks like friends, family, and neighbors. They can also include paid or unpaid experts and even the company’s own sales force. Nonpersonal communication channels include everything from television and radio to billboards and direct mail.

In designing the promotion, the marketer can mix and match the message, creative, and communication strategies until they have the right combination to execute on their objectives and connect with the target market.

For example, when World Food Championships wanted to reach home cooks, professional chefs, and aspiring chefs to participate in its Food Sport events, it enticed them with the opportunity for a big payout in winnings. And it created a connection with them through smaller local qualifying events. When the winners of smaller events received a Golden Ticket to compete, they were instantly excited. Then they realized the competition would allow them to meet with even bigger food celebrities and increase their chances of television fame (see Figure 13.15).

A cook stands at a table that is outdoors wearing a hat and an apron. On the table are different ingredients and metal bowls with food being prepared in them.

Scheduling the Promotion

Knowing when to promote and how often to promote is a critical juncture in the promotional process. For scheduling purposes, it is important to understand the complexity of the message and the medium or channel for delivery. If the average of 5,000 promotional messages a day is correct, the consumer will need to see a message many times in order to become aware and act. To move them down through the customer journey, the message has to cut through the clutter and stick.

Reach is the number of consumers who will be exposed to the promotional message at any given time. Frequency is the number of times the consumer will be exposed to the message. Using the combination of reach times frequency, the marketer is able to determine the promotional schedule. Marketers typically work to create promotional schedules that optimize the exposure to the target market. Once again, we see that having extensive knowledge of the target market is critical to creating effective campaigns. There are three promotional schedules a marketer may consider:

  • Continuous: With a continuous promotional schedule , the marketer will conduct the promotion year-round on a very regular schedule. Consumers will continuously see the ads.
  • Flighting : Through a flighting promotional schedule , the marketer will run a period of heavy promotions and then go for a period of time without any promotional messaging. The idea is to give the target market a break and avoid potential wear-out of the message.
  • Pulsing: If you see promotions on a regular basis and then suddenly you see them a lot during certain seasons, the sender is using a pulsing schedule .

For example, let’s consider the television commercial for MyPillow . Throughout a broadcast, the MyPillow commercial plays two or three times. The commercial plays every night on one broadcast station. However, during holiday seasons, the commercial plays more often. The commercial is often accompanied by a special code. With the code, viewers can receive a discount on the pillows. The viewer gets a discount, and MyPillow receives analytics to determine if its budget for this commercial television time is effective. In this example, MyPillow is utilizing a pulsing schedule for its promotional efforts.

Evaluate and Measure the Objectives

Before starting a promotional campaign, marketers must establish objectives. Including measurable and time-bound objectives is important. The marketer must evaluate the campaign on a continual basis to ensure that every element in the campaign is working to achieve the objective. Measuring and evaluating the campaign on a continual basis allows the marketer to evaluate the elements and make changes. Typically, objectives also have financial accountability. Changing elements of a campaign avoids overspending on components that are not working to meet the objectives.

Some common key performance indicators (KPIs) for evaluating promotional campaigns include the following:

  • return on investment
  • cost per lead
  • cost per sale

Digital promotional campaigns allow marketers to track many analytics in real time and have the ability to make changes to the campaign in real time. The advantages of digital media include a host of valuable analytics, such as the following:

  • website traffic
  • bounce rate
  • conversion rate
  • impressions
  • cost per click

Marketing Dashboard: ROCI

IMC is centered on data-driven decision-making to drive organizational value. So it’s no surprise that the founder of IMC, Don Schultz , determined a way to measure IMC campaigns. Schultz calls this metric return on customer investment (ROCI) . ROCI is a marginal analysis that shows the efficiency of marketing communications spending. We often think of effectiveness as the key measure of a campaign’s success. But equally important is the efficiency of how we spend resources. We should consider how hard our resource works for us.

We should also be concerned about how well our investment does in the short term and the long term. After all, we are trying to build financial returns for our organizations. ROCI looks at short- and long-term value by considering the change in profitability and value during the period and overall.

IMC considers all aspects of the marketing communications relationship, not just a single campaign. The ROCI metric looks at how revenue grows over time and not just in response to one action.

The formula for ROCI is as follows:

Let’s say we own an ice cream shop and we are interested in the efficiency of our recent IMC campaign. So, we decide to conduct an ROCI calculation for an average customer using the following data. What is the ROCI?

Last period, the ROCI was $37.50. What factors might impact the change from the previous period to this period?

ROCI considers all aspects of the IMC relationship, so as the relationship grows, the ROCI does as well.

What is the value of the ROCI calculation?

It determines the marketing communication campaigns that yield the most profitable customers.

Link to Learning: Don Schultz

Hear from Dr. Schultz directly about IMC trends in this video.

Knowledge Check

It’s time to check your knowledge on the concepts presented in this section. Refer to the Answer Key at the end of the book for feedback.

The first step in the IMC planning process is ________.

  • determine the objectives
  • determine the budget
  • identify the target audience
  • select the promotional tools

According to the 5A framework, when Jennifer uses the Panera Bread coupon sent through a text message to her mobile device, which stage of the customer journey is she in?

When advertising is scheduled to run constantly without variation, this is referred to as ________.

When Nestlé shows an advertisement that has children coming down the stairs on Christmas morning to the smell of freshly baked Nestlé Tollhouse chocolate chip cookies, this is an example of which method of message appeal?

The CFO for Wendy’s tells the CMO that after doing the annual budget, there is only $700,000 left for marketing promotions. Which form of budgeting is Wendy’s using?

  • Objective and task
  • Competitive parity
  • Percent of sales

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Want to create or adapt books like this? Learn more about how Pressbooks supports open publishing practices.

Book Title: An Open Guide to Integrated Marketing Communications (IMC)

Subtitle: The how-to guide for building marketing campaigns for non-profits, activists, and advocates

Authors: Andrea Niosi and KPU Marketing 4201 Class of Summer 2020

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Book Description: The Open Guide to Integrated Marketing Communications is an OER that was written and edited by KPU students in 2020. It covers a range of topics related to designing and launching integrated marketing campaigns, such as research, audience segmentation, creative briefs, content calendars, and more. The authors have also included reusable materials and templates to support the marketing and communications efforts of those organizations with the smallest of budgets and most limited resources, namely not-for-profit organizations, NGO’s, charities, advocacy groups, and climate & social activists. The Open Guide to IMC is centred around the United Nations' 17 Sustainable Development Goals and created as an inclusive, equitable, and accessible resource to support quality education.

Book Information

Book description.

The Open Guide to Integrated Marketing Communications is an OER that was written and edited by KPU students in 2020. It covers a range of topics related to designing and launching integrated marketing campaigns, such as research, audience segmentation, creative briefs, content calendars, and more. The authors have also included reusable materials and templates to support the marketing and communications efforts of those organizations with the smallest of budgets and most limited resources, namely not-for-profit organizations, NGO’s, charities, advocacy groups, and climate & social activists. The Open Guide to IMC is centred around the United Nations’ 17 Sustainable Development Goals and created as an inclusive, equitable, and accessible resource to support quality education.

An Open Guide to Integrated Marketing Communications (IMC) Copyright © by Andrea Niosi and KPU Marketing 4201 Class of Summer 2020 is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License , except where otherwise noted.

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    The main. objective of this marketing communications plan is to build Simply Ice Cream's social. 2. media following; the company currently have 1,694 followers in Instagram, 5,641 followers. in ...

  5. Integrated Marketing Plan

    Marketers rely on integrated marketing communication (IMC) to effectively launch successful marketing campaigns.There's no better place to start than with a well-thought-out IMC plan to meet their marketing goals. This chapter will break down the sections of a comprehensive IMC plan, guiding how to create a plan that fits specific objectives, and includes a sample IMC plan at the end.

  6. Guide to creating an integrated marketing communications (IMC) plan

    During this stage of IMC development, the marketing team must be sure that all communications deliver a unified message and speak with one voice. A theme should also be present in the logos, colors, letterhead, and every other message the company sends. The goal is to make sure there's consistency in and synergy among all communication channels.

  7. PDF INTEGRATED MARKETING CAMPAIGN

    Because an integrated marketing campaign seeks to deliver the same message across multiple media outlets, the message must align with your overall brand goals. Business, marketing and communications should all align to create a campaign true to your organization. Customers want brands they can trust, and consistency leads to trust.

  8. IMC Plan Template

    This IMC Plan template is designed for marketing and communication teams in all industries. It provides a comprehensive framework to create an integrated marketing communication plan that is tailored to the specific goals and objectives of the organization. 1. Define clear examples of your focus areas. The first step in creating an effective ...

  9. 13.4 Steps in the IMC Planning Process

    2 Summarize the details of each step in IMC planning. Identify the Target Audience. All successful IMC campaigns start with a good foundation and a carefully written and executed plan. Every step in the marketing process should be driven by research; the same is true for the IMC planning process (see Figure 13.9).

  10. What Is IMC? Integrated Marketing Communications Explained

    What is integrated marketing communications? Integrated marketing communications (IMC) is the process of unifying a brand's messaging to make it consistent across all media that the brand uses to reach its target audience. It's a strategic approach that guides communication and tactics used across all marketing channels.

  11. PDF CHAPTER 6 IMC PLANNING

    Integrated marketing communication is often compared to an orchestra. Just as an orchestra's performance is guided by a musical score, an IMC program must have a written score, or plan. This plan details which marketing communication functions and which media are to be used at which times and to what extent. An IMC plan is a written document.

  12. Sample Integrated Marketing Communications Plan

    13+ SAMPLE Integrated Marketing Communications Plan in PDF. Integrated marketing is one of the most effective strategies to enhance your company's marketing since it ensures that your clients have ample opportunities to develop brand and product awareness. Thus, you may cultivate loyal customers who will help you maintain your market credibility.

  13. PDF Fundamentals of An Integrated Marketing Communication Plan

    Integrated Marketing Communications (IMC) is the term used to describe the entire program by which you communicate with your customers. The "face, personality and spirit" of your company and products (all marketing mix variables) should blend together to present a unified message. Note that an IMC plan is NOT a marketing plan.

  14. Developing the Integrated Marketing Communication (IMC) through Social

    In recent years, integrated marketing communication (IMC) is dominating and influencing the companies' communications and marketing strategies. It has been successful for companies in terms of the brand appeal ( Gurău, 2008 ), the brand equity ( Šerić, 2017 ) and the brand performance ( Luxton et al., 2015 , 2017 ).

  15. PDF Integrated Marketing Communication

    Preparing an IMC Plan: The IMC Planning Process . FOREWORD DON E. SCHULTZ, PH.D. ... Integrated Marketing Communication: The Human Person at the Core is a collection of four of my past academic articles (chapters 1 to 4) on the ... in business, economic, social, and political activities. And this is especially

  16. 13.4: Steps in the IMC Planning Process

    Identify the Target Audience. All successful IMC campaigns start with a good foundation and a carefully written and executed plan. Every step in the marketing process should be driven by research; the same is true for the IMC planning process (see Figure 13.9). Figure 13.9 The IMC Planning Process (CC BY 4.0; Rice University & OpenStax)

  17. (PDF) Understanding integrated marketing communication: Concepts

    Integrated marketing communications is a process which involves the. management and organisation of all 'agents' in the analysis, planning, implementation and control of all marketing ...

  18. PDF IMC Healthcare SDN BHD (1288774-M) (AJL 932402) BUSINESS

    International Marketing Corporation Healthcare Sendirian Berhad ("IMC" or "Company") (1288774-M) (AJL 932402) is a company incorporated under the Companies Act, 2016. The Company is inter-alia into the business of Direct Selling of Food Products, Beauty Care and Personal Care Products.

  19. (PDF) Integrated Marketing Communications

    1 Department of Corporate Communica on, Faculty of Media and Knowledge Sciences, University of Malta, Malta. Email: [email protected]. Integrated Marketing Communications 1. marketing ...

  20. Registration

    Address. International Marketing Corporation Pvt. Ltd. CIN: U15490PB2013PTCO38243 Regd. Office: IMC Bhawan, Inside Guru Nanak Dev Bhawan, Near Bharat Nagar Chowk, Ludhiana-141001

  21. An Open Guide to Integrated Marketing Communications (IMC)

    Download this book. The Open Guide to Integrated Marketing Communications is an OER that was written and edited by KPU students in 2020. It covers a range of topics related to designing and launching integrated marketing campaigns, such as research, audience segmentation, creative briefs, content calendars, and more.

  22. IMC Business Plan PDF

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  23. IMC Business Plan 2024 PDF

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