TAILIEUCHUNG - Lecture Advertising and promotion (2/e) – Chapter 7: Planning for IMC

Chapter 7 "Planning for IMC". The goals of this chapter are: To understand the role of planning in an organisation’s IMC program; to understand the role of target marketing, segmentation and positioning in planning for an IMC program; to explore the concepts and models of IMC planning; to demonstrate the strategic importance of account planning in advertising. | Chapter 7 Planning for IMC Chapter One An Introduction to Integrated Marketing Communications © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Title page To understand the role of planning in an organisation’s IMC program. To understand the role of target marketing, segmentation and positioning in planning for an IMC program. To explore the concepts and models of IMC planning. To demonstrate the strategic importance of account planning in advertising. Learning objectives Relation to text This slide sets out the chapter’s learning objectives on p. 192 of the text. Future of planning Planning process IMC strategic decisions IMC planning Situation analysis IMC audit Planning for IMC Identifying markets Role of planner Data for planning Consumer insight Market segmentation Selecting target market Outside-in Zero-based Account planning Marketing plan Positioning Relation to text This slide presents a mind map of the key topics/concepts covered in Chapter 7 as shown on p. 192 of the text. Use of this slide This slide is an introductory/ transition slide. The best job in the world Source: Courtesy of Tourism Queensland Relation to text This slide presents images from the opening vignette on pp 193-95. Summary overview The best job in the world campaign was founded on original strategic thinking and was truly innovative. It achieved acclaim as an outstanding marketing case study setting new benchmarks in strategically integrated communication. It illustrates effective application of sound strategies in the modern world where social media and mass media are one. This campaign, achieved extraordinary levels of publicity around the globe. Details of the creative insight can be found in the opening vignette. Use of this slide This slide can be used to open a discussion about the importance of planning. The best job in the world (cont.) Source: Courtesy of Tourism Queensland Relation to text This slide presents images from the opening vignette on pp

• Marketing - Bán hàng
• Marketing communications
• Integrated marketing communications
• Lecture Advertising and promotion
• Planning for IMC
• IMC program
• Lectures Marketing management
• Marketing management
• Managing integrated marketing communications
• The role of marketing communications
• Developing effective communications
• Deciding on the marketing communications mix
• Integrated marketing program
• Communication process
• Promotional program
• Integrated marketing communications objectives
• Marketing strategy
• Marketing process
• Direct marketing
• Direct marketing objectives
• Marketing mix
• Lecture Principles of marketing
• Bài giảng Nguyên lý marketing
• Principles of marketing
• The marketing communications mix
• Advertising agencies
• Direct marketing agencies
• Fundamentals of marketing
• Lecture fundamentals of marketing
• Marketing task
• Communicating customer value
• Integrated marketing communications strategy
• Consumer behavior
• Psychoanalytic theory
• Basic model of communication
• Elaboration Likelihood Model
• Source attractiveness
• Source power
• Message factors
• Creative strategy
• Effective slogans
• Preproduction tasks
• Media planning
• Media characteristics
• Evaluation of media
• Local advertising
• Print media
• Evaluation of print media
• Support media
• Outdoor advertising
• The internet
• Social media
• Sales promotion
• Sales promotion activities