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The IMC Planning Process
CHAPTER 4
PetSmart
Discussion Slide
IMC Planning Process
Target
Budget
Market
Context
Customers
Competitors Objectives
Communication
Product
IMC
Positioning Components
IMC Planning Process
• Product Attributes
• Competitors
• Use or application
• Price/quality
• Product user
• Product class
• Cultural symbol
IMC Planning Process
This also helps link the firm’s strategies and tactics to a specific
target group.
Determining Viable Market Segments
Demographics
Psychographics - click
Geographic
Benefits Sought
Usage
Geodemographic Segmentation
Combines census demographic data with psychographic and
geographic information
Generations - see page 90, Table 4.1 - click
VALS 2: Psychographic Segmentation
Target
Markets
Organization Positioning
Context
Communications
Objectives
Communication Objectives
60.0% 52.6%
% of Total Marketing Budget
50.0%
40.0%
30.1%
30.0% 22.6%
21.2% 19.6%
20.0%
11.3% 11.9%
8.8% 7.2%
10.0% 4.1% 5.2% 5.3%
0.0%
Television Radio Magazine Newspaper Telephone Direct Mail
Marketing
Marketing Methodology/Media
Business-to-Business Consumer
Creating a Communications Budget
Magazines, 20.0%
Television, 43.6%
Newspapers,
17.7%
Source: Adapted from “U.S. Ad Expenditures,” 2008 Marketing Fact Book, Marketing News, July 15, 2008, p. 22.
F I G U R E 4 . 13
Entertainment/Digital
Online/Mobile
out-of-home
$29.94
$9.28
40%
12%
Source: Adapted from “U.S. Alternative Media Spending,” 2008 Marketing Fact Book, Marketing News, July 15, 2008, p. 18, 22.