IMC Plan文档格式.docx

IMC Plan文档格式.docx

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Powell2008）.AnIMCplanisadocumentthatdescribeshowyouintendtocommunicateyourproductcreativelyandeffectivelytothetargetaudienceduringthecampaignperiod.Itshouldsetout,inanorganisedway,theprocesstobeundertakenwhenplanningaspecificpromotionalcampaign.

AnIMCplanisatypeofreport,astatementofintention.ThisdocumentlooksatthisreportastwelvesectionsthattogetherwillbecomeyourIMCplan,andwalksyouthroughtheinformationyouneedtoincludeineachsectionofthisdocument.ThechaptertitlescorrespondtothesectionsofaIMCplan.Topicsinclude:

understandingthemarket（situationanalysis）,establishingobjectives,preparingapromotionalbudget,targetingaspecificaudience,developinganappropriatecommunicationmessage,planningacreativestrategy,selectingthemosteffectivemedia,andorganisingevaluativecontrolsonpromotionalactivities.

Foreverychapteryouareaskedtocompleteyourownversionrelatingtotheproductthatyouwishtopromote,suchthatoncompletionoftheworkbookyouwillfindyouhaveinfactcompletedyourowndetailedandthoroughIMCplanwithboththeoreticalandpracticalperspectives.Theuseofthisplanwillthenincreasethelikelihoodofsuccess!

Fillingouttheinformationintheworkbookwillhelpyoucreateeachstageofyourplaninthemostpractical,usefulandaccurateway.Forexample,informationontheconsumer（recordedinthesituationanalysis）,shouldhelpyoudecidewhoyourtargetaudienceis,whichwillalsohelpwhenyoucometowritethecommunication,creativeandmediastrategies.

Trytobecreativeandopen-mindedwhenthinkingaboutyourplan.Thinkofallpossibleaudiences,tacticsandmethodsyoucoulduse;

donotlimityourselftoonemedium.Broadenyouhorizonsandlookatallpossibilities,thiswillensurethatthecampaignwillbeasfar-reachingandproductiveaspossible.AnybiastowardspreferredtacticsoraudiencemayimpingeontheoveralleffectivenessoftheplannedIMCcampaign.

RememberthatthemarketingenvironmentisconstantlychangingandtheIMCplanmustthereforeberegularlymonitoredandupdatedtotakeadvantageofnewopportunities,andtoprepareforanyforeseeablethreatsorobstacles.

Thisworkbookpresentsasimplestep-by-stepguideofhowtoprepareanappropriate,strategic,IMCplan.Itisthenuptoyoutouseyourknowledgeoftheproduct,yourcreativeimaginationandthespaceprovided,tobringlifetoarealisticandpracticalplan.

Note,whenwritinganIMCplan,useyourtextbooktoprovideinformationandinspiration,andusethisdocumentasanoutlineorbasicstructureforyourplan.Somesectionsdiscussedinthedocumentmaynotberelevanttoaspecificproductthatyouarepromoting,orcertaininformationaboutyourproductmaybeunavailabletopresentinyourplan.Itisimportantthatyouthinkabouttheseissuesandthenchoosethemostappropriateactivities;

thiswayyoucandeterminewhatisthemostpracticalplanforyourproduct.

Theaimistoprovideanopportunityforyoutoapplyyouradvertisingtheory,businessknowledgeandreportwritingskillstothepreparationofanIMCplanthatisapplicableto‘reallife’.

Ofcourse,preparingyourcompany’sIMCplandoesnotreplacetheneedforanadvertisingagency.Anadvertisingagencywillprovidetheinvaluablelocalinsights,servicesandexpertisethatareneededtomakeyourcompany’spromotionscost-effectiveandprofessionallypresented.However,itcanbeextremelyworthwhileforbothyouandyouragencytouseyourIMCplanasaspringboardfordiscussion.

Finally,IwouldliketowishyoutheverybestinyourattemptstowriteanIMCplan.Thiscanbeaveryinterestingandrewardingactivity.InparticularIhopethatyouwilllearnmoreabouttheexcitingandpotentiallyendlesspossibilitiesofadvertisingandpromotionpractice.

InthisbookthestructureofaIMCplanisasfollows:

ExecutiveSummary

Introduction

Situationanalysis

Objectives

Budget

Targetaudience

Communicationstrategy

Creativestrategy

Mediaplanning

Mediastrategy

Campaignresearchandevaluation

Conclusion

TITLEPAGE

Thismayseemtobeaminormatter,butitisimportanttohaveaclearanderror-freetitlepage.Amistakeatthisstagecanreflectpoorlyonthewritersandtheoverallcontentofthereport.Onthispageyoushouldincludethetitleoftheproject,allofthenamesofthosewhowrotetheplan,whotheplanwaswrittenfor,andthedateitwassubmitted.

EXECUTIVESUMMARY

Theexecutivesummaryisfoundattheverybeginningofthereport,usuallyafterthetitlepage,contentsandacknowledgments,andjustbeforetheintroduction.Notallmanagersorexecutiveshavealargeamountoftimetoreadthewholereportwordforword,norwouldtheyliketoreadabriefoverviewoftheplantoobtainaperspectiveofitbeforereadingthedetails.Theexecutivesummaryprovidesthereaderwithabriefsummaryofthewholereport,includingwhatthereportisabout,howthewritersobtainedtheinformationusedinthereport,andthefinalrecommendations.Itisdifferentfromtheintroduction,whichwillbediscussedinthenextsection.

Ifyouarejuststartingyourmarketingplan,itistooearlytowritetheexecutivesummaryproperly,therefore,itisbesttosavewritingthissectionuntiltheend,whenyouknowwhatyouareplanning.Or,youcanstartwritingafewdot-pointsnotingimportantinformationwhichmustbeintheexecutivesummaryanyway.

Inthespacebelowbegindraftingyourexecutivesummary.

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INTRODUCTION

Aswithallbusinessreports,itisimportanttobeginthebodyoftheIMCplanwithanintroduction.Theintroductionsetsthesceneforthewholeplan.Itestablisheswhatisbeingpromoted,whoisdoingit,wheretheyaredoingit,whentheyaredoingit,whytheyaredoingitandhowlongthecampaignwillbe.Aswiththewholeofthereport,thewordingshouldbeclearanddirect.Theintroductionprovidesasolidbeginningfortherestofthereportbyclearlysayingwhatthereportisabout.

EvenifyouarethemanagingdirectoroftheorganisationyouwillprobablyhavetoshowanIMCplantoothermanagers,marketingstaffortheadvertisingagency.Inyearstocomethisreportwillbecomeahistoricalrecordofwhathasbeenplannedinthepast.Itis,therefore,importanttohaveasmuchrelevantinformationaboutthisparticularcampaignsothatfuturemanagerscanusethisreporttoassistthemwhenpreparingafutureIMCplan.

Pleasenotethatthereisadifferencebetweenanintroductionandanexecutivesummary.Inanyreportitistheintroductionthatintroducesthereadertothemainbodyofthereport.Theexecutivesummaryisusuallyfoundattheverybeginningofthereport,usuallyafterthecoverpage,contentsandacknowledgments,andjustbeforetheintroduction.Theexecutivesummaryprovidesabriefsummaryofthewholereport,includingwhatthereportwasaboutandthefinalrecommendations.

Inthespaceprovidedbelow,begindraftingyourintroduction.Youshouldincludeclearstatementsof:

∙Whatisbeingpromoted:

isitanidea,aservice,anobject?

isitjustoneproductorarangeofproducts?

describeitifitisnotsomethingeasilyrecognisable.

∙Whoisresponsibleforthemanagementofthisplan?

Whoisresponsibleforimplementingtheplan?

∙Whereareyoudoingthecampaign:

isitalocalcampaign?

isitfora

∙specificgeographicarea?

∙Whenwillthecampaignbeginandhowlongdoyouintendthecampaigntorunfor?

∙Whyareyoudoingthiscampaign:

isitpartoftheregularpromotionalcampaignorisitbeingorganisedtoovercomeasuddenproblem?

SITUATIONANALYSIS

Beforepresentingyourobjectivesyoumustknowthehistoryandcurrentpositionofyourfirmandyourproductinthemarket.Thisisdonethroughtheuseofasituationanalysis.

Asituationanalysisbrieflyreviewsthesuccessorotherwiseofthefirm’scurrentmarketingmix,andpresentsananalysisofthevariousinternalandexternalfactorswhichwillinfluencehowthefirmwillundertakeitsIMCplan.Itconcludeswithanopportunityanalys