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Imc Plan

In: Business and Management

Submitted By SarahSalem7
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Basic Elements of a Marketing Plan
1. A detailed situation analysis

2. Specific marketing objectives

3. A marketing strategy and program

4. A program for implementing the strategy

5. A process for monitoring and evaluating performance

Marketing Mix
• The four Ps
Product
Price
Place

Promotion

The Promotional Mix
Advertising
Direct Marketing

Interactive/
Internet Marketing
Sales Promotion
Publicity/Public
Relations
Personal Selling

Model of the IMC Planning Process
Review of marketing plan
Analysis of Promotional program situation
Analysis of communications process
Budget determination
Develop integrated marketing communications program
Advertising

Sales promotion PR/ publicity Personal selling Direct marketing Develop objectives and strategy for each
Develop message, media strategy, and tactics
Integrate and implement marketing communications strategies
Monitor, evaluate and control IMC Program

Internet/ interactive Retail communication planning
Retail objectives
• The primary objective is to build store traffic.

• Retailers also use advertising to:
– attract new customers
– build store loyalty
– increase the average sale
– maintain inventory balance
– create a sense of urgency

Copyright © 2012 Pearson Education

1 8 -5

Retail communication planning
Retail targeting
• The first concern is geography.
– Where do my customers live?
– How far will they drive to visit my store?
• The next concern is consumer taste.
– Offers, merchandise, and advertising messages are tailored to consumer preferences.

Copyright © 2012 Pearson Education

1 8 -6

Creating the retail ad
People choose a store based on:







personnel location pricing policy products history stand on social responsibility issues

For its “Forever
70s” sale, Virgin
Megastores
utilized this
Copyright © 2012 Pearson Education character. 1 8 -7

The media of retail
marketing…...

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