BEM224 CH2

INTEGRATED MARKETING COMMUNICATION

PLANNING
learning outcome

1. Discuss the importance of developing a marketing communication

plan
2. Differentiate between planning and strategy
3. Connect/link the relationship between objectives, strategies and
tactics
4. Explain the value of conducting the situational audit/analysis (4P’s,
SWOT and SLEPTI)
5. Define the target audience through segmenting, targeting and
positioning
6. Formulate marketing communication objectives
7. Critique marketing communication strategies
8. Recommend the right blend of marketing communication mix 2019/07/22

elements
9. Explain budgeting and implementation
10. Explain evaluation and
control 2.1 INTRODUCTION
INTEGRATED INTEGRATED MARKETING COMMUNICATION
MARKETING PLANNING AND IMPLEMENTATION
COMMUNICATION
PLANNING STEP 1: Executive summary and introduction
STEP 2: Conducting a situational analysis
PLANNING, STEP 3: Defining the target audience
STRATEGY AND
Communication planning fundamentals STRATEGIC
PLANNING
STEP 4:
STEP 5:
Setting the communication objectives
Determining the marketing
communication strategy
STEP 6: Determining the marketing
PLANNING
communication mix
1. Content STRATEGY STEP 7: budgeting and implementing,
evaluating and controlling
STRATEGIC PLANNING
2. contact STRATEGIC MARKETING PLANNING
STRATEGIC MARKETING COMMUNICATION PLANNING

Key to IMC is planning

Textbook:Van Heerden, N., Mulder, D., & Sephapo, C.M. 2019. Integrated marketing communication. Fourth Edition. Pretoria: Van
Schaik Publishers.
Image: http://zupa-miljevci.com/bob-the-builder-clipart/

PLANNING, STRATEGY AND STRATEGIC PLANNING

PLANNING:
basic management function in which plans are formulated.

STRATEGY:
framework guiding the marketer’s choices in a specific direction. This
direction can only be maintained when specific actions are followed with a
particular end in mind.

STRATEGIC PLANNING:
A continuous process of systematic decision making. It is a disciplined
effort to produce fundamental decisions as well as actions that form what
an organisation is and guide it, what it does and why it does it, with a 2
focus on the future.

The characteristics of successful strategic planning include the following:

 It leads to action.
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 It builds a shared vision that is values based.

 It is an inclusive, participatory process in which board and staff take on
shared ownership.
 It accepts accountability to the community.
 It is externally focused and sensitive to the organisation's environment.
 It is based on quality data.
 It requires openness to questioning the status quo. It is a key part of
effective management.

STRATEGIC MARKETING PLANNING "The marketing strategy is the 2019/07/22

way in which the marketing function organises its activities to achieve a

profitable growth in sales at a marketing mix level".

"A marketing strategy may be defined

2.2 PLANNING, STRATEGY AND STRATEGIC
as a plan (usually long term) to
PLANNING
achieve the organisation's objectives
as follows: 'the selection of target
markets, the marketing mix and the
marketing expenditure levels'. '

long term plans short term plans

Figure 2.1: Strategy and tactics: bridging the gap
Strategic Marketing Planning
Q1. What are we trying to do?
Textbook:Van Heerden, N., Mulder, D., & Sephapo, C.M. 2019. Integrated marketing communication. Fourth Edition. Pretoria: Van
Schaik Publishers.

Q2. How are we going to achieve it?

A marketing strategy =
defined as a plan (usually long term) to achieve the organisation’s
objectives through:
• the selection of target markets
• the marketing mix, and
• the marketing expenditure levels’

STRATEGIC MARKETING COMMUNICATION PLANNING

After the formulation of the marketing strategy, the strategic marketing
communication plan is put together to decide on the selection and
integration of the communication mix elements.

Strategic Marketing Communication Planning

Supports achievement of planned goals
Strategy devised for: 4

• The Content (What must be delivered)

• Channel Selection (through what)
• Frequency (how many times)
• Reach (to whom)
• Budget
• Desired Outcome
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INTEGRATED MARKETING COMMUNICATION

PLANNING AND
IMPLEMENTATION
Tactics  Short Term
2019/07/22
MC tactics involves the choice the marketer
makes between different media and
marketing communication techniques to
achieve the strategy

MC strategy  Long Term

Principal issues of marketing communication to be considered and
planned:

• Who should receive the message?

• What should the message say?
• What image of the brand are receivers expected to retain?
• How much has to be spent on establishing this new image?
• How the message is delivered?
• What should the receivers take?
• How does the organisation control the whole process once
implemented?
• What was achieved after the process?

THE MARKETING COMMUNICATION PLANNING FRAMEWORK

Figure 2.2
communication GOAL OF PLANNING PROCESS:
ning framework
Compose and convey a message to a
specific target audience(s) in order to
invoke and encourage behaviour

rocess:
ey a message to a
ience(s) in order
urage behaviour

STEP 1
EXECUTIVE SUMMARY AND INTRODUCTION

The executive summary:

6
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• is a brief summary of the entire IMC plan.

• focuses on the link between the marketing objectives and the
strategies.
• shows how communication is tied to the brand’s overall goals.
• enhances understanding of the strategic nature of the plan.

The introduction sets the scene for the IMC plan

o What is promoted?
o Who is doing it?
o Where is it done? strategies.
o When it will be done?
o Why is it done?
o Length of campaign?

STEP 2
CONDUCTING A SITUATIONAL ANALYSIS

“Where are we”? – Context 2

• Foundation of any marketing plan

• Includes the current position of the marketing mix elements (4Ps)
o Marketing analysis
contains a review of pricing, distribution, resources and
product differentiation and compares these with competing
brands in the same category.

o Brand analysis
measures brand awareness, brand usage and perceptions of
the brand.

o Communication analysis
examines the message, copy and communication channel
comparisons with competing brands in the category.

o SWOT analysis – A thorough situational analysis includes

various actions.
 Regarded as the foundation of any marketing plan.
It creates a good overview of the state of the organisation,
and through market research identifies potential customers,
projects growth, assesses competitors and identifies factors
that will hinder the business.

In the analysis, the potential problem, challenges and/or

opportunities should be highlighted, and the marketing
objectives should be linked to solving the chosen issue(s). In
most instances, this analysis is referred to as a SWOT analysis
(strengths, weaknesses, opportunities and threats).
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Strengths and weaknesses analyse = internal aspects of

the company,
Opportunities and threats constitute = external analysis
Table 2.2 SWOT Analysis

SWOT analysis – actions of a situational analysis

• Internal aspects of company = STRENGTHS and WEAKNESSES

Includes: policies and procedures, personnel skills, management

skills, management’s record of accomplishments, the financial
situation, brand
SWOT history and
analysis the reputation
– actions of the organisation.
of a situational analysis
• •
Internal
how aspects of company = STRENGTHS
the organisation and WEAKNESSES
is differentiated
(competitive advantage, its brand(s), brand equity).
Includes: policies and procedures, personnel skills, management skills,
management’s record of accomplishments, the financial situation,
• brand
target
historymarket’s media
and the reputation usage
of the organisation).
(all available media touchpoints).
• how the organisation is differentiated (competitive advantage, its
brand(s),
• target brand equity).
markets and key segments

2
(obtaining
• target consumer
market’s media usage (allinsights).
available media touchpoints).

• • relationships
target and relationship
markets and key segments issues
(obtaining consumer that might arise.
insights).
(trade relations, customer relations, competitor relations and
• relationships
internal (trade
staff relations,
relations) customer relations, competitor relations
and internal staff relations) and relationship issues that might arise.

• • competitor
competitor analysis analysis (determine the brand’s positioning in comparison
with
Schaik (determine
its competitors).
Publishers. the brand’s positioning in comparison with its
Textbook:Van Heerden, N., Mulder, D., & Sephapo, C.M. 2019. Integrated marketing communication. Fourth Edition. Pretoria: Van

competitors).

EXAMINING THE EXTERNAL OR UNCONTROLLABLE

SLEPTI FACTORS:
1. SOCIALCULTURAL/ SOCIOLOGICAL 9
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Public concerns and social aspects, 2 examples:

- Advertising alcohol
- Advertising to Children
- 2018 Enterprise listeria outbreak

2. LEGAL
Legislation that restricts the promotion of type of products or services,
examples: 2

 Cigarette advertising prohibited

 Rules and agreements regarding sponsorship

3. ECONOMIC
Economic factors that affect consumer and ultimately success of
marketing communication plan, example: 2

 Limited purchasing power

 Economic recession
 Interest rates
 Fluctuating petrol price (increase cost of production of goods or
transporting them)

4. POLITICAL and PHYSICAL

 Issues pertaining to the political landscape that may affect brands or
their marketing activities Political turmoil (when present) must be
considered
 Protests by consumers against brands
 Marketers must be sensitive to the messages the put into society, the
emptions they evoke in consumers - lead to: protests, riots, political
turmoil

5. TECHNOLOGICAL
New technologies such as smartphones and increased connectivity that
increase information access, customisation, personalisation 2 and ease of
purchase.
Consumers seek more from brands today:

• Demand for convenience through technology

• Online platforms to facilitate marketing communication

NB to evaluate and consider technological developments in industry

6. INTERNATIONAL
Internet introduces international competition beyond SA.
Marketers to keep up-to-date with international developments th2at can
affect local brand and marketing activities.
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STEP 3:
DEFINING THE TARGET AUDIENCE 3
Target Market  Geographic market
Target Group Demographic target
Target Audience  who will be communicated with

Important to segment markets to be more manageable and target and

position yourself in the way you want the target audience to see you
compared to competitors

SEGMENTATION (bases of segmentation)

Shared demographic, lifestyle interests and product usage patterns of

consumers are the bases of targeting a specific segment

Segmentation is the process in which marketers identify the entire target

audience and then breaks it down into small groups of people with shared
values, traits, beliefs and consumption habits.

HEAVY USER
Consumers in this regard are segmented based on their
consumption. Consumers can be classified as heavy, medium and
light users of a brand. Heavy users are those consumer segments
that contribute extensively to the bottom line.

BEHAVIOURAL
This basis of segmentation is popular in the online world, as it is
possible to track consumers who have been visiting websites in real
time.

The idea behind behavioural targeting is to deliver relevant

messages to consumers at the time most relevant to them when
they are demonstrating that the brand is important to them

DEMOGRAPHIC
This is segmenting based on identifiable population characteristics,
such as age, occupation, marital status and so on. Targeting a
specific generation is an example of demographic segmentation.

LIFESTYLE AND LIFE STAGE

A consumer who lives in an upscale city suburb has a very different
lifestyle from that of a consumer living in a small farming
community. This type of analysis may suggest that you need
different media approaches to reach different lifestyle groups. Life
stage means where you are in your life.

PURCHASER VS INFLUENCER (AND USER)

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Purchasers do not always consume the product; Marketers need to

do research to determine who the influencers are and who the
actual user of the product is.

PSYCHOGRAPHIC
This segmentation approach involves an understanding of a
consumer's lifestyle, interests and opinions (also see lifestyle
segmentation).

GENERATION
This refers to targeting on the basis of finding common ground
among various generations of consumers, Generations are brief
periods of time that are connected with popular culture, People in a
generation are unified not by age alone, but by the various
milestones they have reached together, Generations that are
referred to are:  the Silent Generation, 2019/07/2
 the Baby Boomer Generation,
 Generation X,
 Generation Y and
 Generation Z

GEOGRAPHIC
This consists of segmenting by region, city, country or any other
geographical basis. The marketer would consider this segmentation
basis for unique messages that are targeted at consumers within a
specific geographic location.

BENEFITS SOUGHT
This approach segments consumers on the basis of specific benefits they
are seeking from the products such as convenience, status, value and so
on.

TARGETING AND POSITIONING

TARGET AUDIENCE:

o the specific person,

o people, or
o group of people or
o organisations(s)

to whom the message should be addressed.

2.3 INTEGRATED MARKETING COMMUNICATION
PLANNING AND IMPLEMENTATION
 Primary versus second target audience.

POSITIONING STATEMENT
Step frames
4: Setting the strategyobjectives
communication

4
example = “we provide the highest-end quality organic fabrics and
materials in trendy, customised fashions
Marketing forobjectives
the teen tosupport
young adult
business
Marketing objectives focus on:
market”. objectives, and
• market share then the communication
objectives, which derive from the marketing
• market growth
STEP 4 objectives.
• service targets
• relationship targets
• relationship
Media issuessupport the marketing
objectives
• sales
communication objectives.

Textbook:Van Heerden, N., Mulder, D., & Sephapo, C.M. 2019. Integrated marketing communication. Fourth Edition. Pretoria: Van
Schaik Publishers.
BEM224 CH2

Setting communication objectives

4 Marketing objectives support business

 Marketing objectives support business objectives, and then the

communication objectives, which derive from the marketing objectives
 media objectives support the marketing communication objectives.

Communication objectives focus on:

• Creating awareness
• Achieving advertising recall
• Achieving product recognition
• Informing the target audience
• Establishing or reinforcing desirable attitudes and perceptions
• Creating an image
• Eliciting liking and trust
• Integrating integrated marketing communication (IMC) tools
• Persuading the consumer.

Devising marketing communication objectives fall into three broad fields

1. knowledge-based
Look to stimulate awareness and gain interest. This may require creating
an attention-seeking strategy, giving significant evidence, and may
involve demonstration
(e.g. comprehension and awareness)

2. feeling-based
Are about developing the “personality” and that “aura” of the brand
throughout growing its reputation, prestige and image by developing
associations and strengthening brand preferences. It may involve
changing attitudes toward and opinions of the brand
(e.g. desire, liking and interest)
3. action-based
Involved the sales; however, they also include building competence in an
area such as data base management
Step 4: Setting communication objectiv
(e.g. sales)

Each objective should be

SMART.

4
• SMART
• MEASURABLE
• ACHIEVABLE
• REALISTIC
• TIMED

Textbook:Van Heerden, N., Mulder, D., & Sephapo, C.M. 2019. Integrated marketing communication. Fourth Edition. Pretoria: Van
Schaik Publishers.
 BEM224 CH2

Step 5
DETERMINING THE MARKETING COMMUNICATION
STRATEGY

How are we going to get there?

= Choose a way to communicate with your targeted audiences.

Marketing Communication strategies

 Sub-strategies for specific MC techniques/elements e.g. PR, Advertising
 May span across disciplines: Media strategy / creative strategy

Tactics
 Operational element & details of the communication plan
 Short term
 Choice between different media e.g. Internet, newspaper and
techniques e.g. Sales
Promotion, Advertising

Before any communication strategy can be decided on, the marketer

needs to establish the following:

• Who is the target audience and how do we communicate to them5?

• How is the brand positioned, or re-positioned to?
• Which distribution channels are used?
• Who are the competition and what are their communication
strengths and weaknesses?

Marketing communication strategies should be customer- orientated and

not media-orientated.
THREE TYPES OF MARKETING COMMUNICATION STRATEGIES:

1. Push
2. Pull,
3. Profile-designed
2019/07/22
1. PUSHS TRATEGIES (for trade and channel
intermediaries)
• a.k.a outbound marketing
• Brands pushed into the distribution channel
• Objective to convince wholesaler to carry and sell the
he marketing communication
merchandise strategy

nication strategies:

er markers)
2. PULL STRATEGIES (for end user markers)
• Influence consumer directly
ek product or • Stimulate demand – consumers seek product or service
ce to be available at
• Customers expect product or service to be available at
the retailer
the product is
consumer

ing communication. Fourth Edition. Pretoria: Van

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• Pressure on distribution channel as the product is pulled through the channel

to meet consumer demands

The pull market needs to cultivate the following traits

 Patience.
It is important that the supplier accepts the prospect's time frame for purchase.

 Flexibility.
Pull marketers require maximum flexibility, as prospects and current customers
continually search for information on various platforms and at various places.

 Curiosity.
The supplier should be interested in the prospects' characteristics (e.g.
demographics) as well as their desires, hopes, wants and needs. Curiosity
about the prospects should be developed and maintained.

 Service orientation.
Those who really have the desire to serve their customers will succeed. Gone
are the old ways of tricking or fooling people into buying through superior
salesmanship.

3. PROFILE DESIGN STRATEGIES

• Targets all relevant stakeholders
• Goal to satisfy needs of stakeholders
Examples of application:
- Rebranding - Mergers and acquisition - New brand launch

MEDIA STRATEGY
• Supports the marketing communication strategy (push, pull, or profile
2.3 INTEGRATED MARKET
design)
• Involves the allocation of resources
STEP 6: Step 6: Determining the market
DETERMINING THE MARKETING COMMUNICATION MIX
Process of 6 choosing the right mix of elements

The process of deciding which marketing communication mix

elements are to be used:
1. starts with considering the strengths and weaknesses of
each mix element.

2. second consideration is to scrutinise the budget and work

with what you have.
 It is best to try and maximise the return on your Fig
investment.
ch
 It is during this step that reach vs. frequency vs. impact
needs to be considered. ele
Textbook:Van Heerden, N., Mulder, D., & Sephapo, C.M. 2019. Integrated
Schaik Publishers.
BEM224 CH2

 consideration regarding the budget = consider where in the life cycle

the product or service is.

3. The third step in deciding on the mix elements is to consider the target
audience and their characteristics.
 The target audience's readiness to purchase, the accessibility of media
to this audience as well as their media preferences should also be taken
into account.

4. Choosing the most effective marketing communication mix can be

challenging, and before selecting the right mix elements, it is important
during the fourth step to decide on the message by considering the
following:

o What does the marketer want to say?

This refers to questions about what is happening, and who, when,
where and why.
o Who does the marketer want to communicate with?
It is important to specify each target audience and to develop a
creative message for each. Sometimes the buyer and the decision
maker or influencer can be different people in a decision-making
process.
o How will the marketer present the message?
The message should be relevant to the target audience, and the style
and tone of the message should be considered.
Where should the message be sent or delivered? This refers to the
medium or media that will be used.
o When should the message be sent or delivered?
There may be seasonal implications, economic cycles or product life
cycles (PLCs) to consider.
o How will the marketer follow up on the message?
The marketer should have a follow-up plan with stipulated steps to
produce the desired customer action

After the mix elements have been decided upon, the marketing
communication planner "plot" the plan to illustrate which marketing
communication mix element or tool, with the aid of which media, medium
and vehicle will be implemented and during which time frame.

STEP 7:
BUDGETING, IMPLEMENTING, EVALUATING AND CONTROL

Implementation

• Actual list of “to do’s”

• Ensures marketing activities happen sequentially and at the right
time
• Includes: designing, producing and running campaigns, visiting
potential customers, launching a website etc
• Poor implementation = wasted time and money
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• Be specific
• Schedule campaign timing assign resources relating to actual
budget, actual cost of media, tools and people.

Methods for evaluating the success of marketing 7 communication

techniques

Marketing Methods of testing

communication
technique
Advertising  Pretesting of unfinished ads (e.g. concept testing, focus groups,
consumer juries) and finished ads (e.g. dummy vehicles, readability tests,
theatre tests)
 Physiological testing (e.g. pupil dilation, eye tracking,
galvanic skin response, tachistoscopes,
electroencephalographs)
 Post-testing (e.g. enquiry tests, recall tests, recognition tests, sales
tracking studies, financial analysis, likeability)
Sales promotions Trial, sales, stock turn, redemption levels
Public relations Press cuttings, content analysis, media evaluation, tracking studies,
recruitment levels
Direct marketing Response rates, sales, opening/reading ratios, trial

Personal selling Activities, costs, knowledge and skills, sales, performance ratios,
territory analysis
Sponsorships Increase in awareness, increase in preference, increase in purchase
intent, increase in customer loyalty and percentage improvement in
customer experience, percentage of attendees remembering the brand
as well as number of qualified sales leads generated

Conversion rate of attendees:

Potential sales =
[number of attendees] x [conversion ratel x [average sale].

Online/social media Total new visits, referrals, bounce rate, conversations and projected
return on investment (ROI)
Evaluating

• Analysing the marketing communication plan

• Measure success of strategy
• Evaluating means interpreting and examining data to conclude
whether organisation achieved strategy objectives.
• Ongoing process used throughout entire development and
implementation of marketing communication campaign.
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Control(s)

• Monitoring campaign during evaluation phase is important,

therefore controls are necessary.
• ensure no major irregularity from the plan.
• ensure opportunities exist to put the campaign back on track as
soon as possible if it does deviate.
• are benchmarks to assess how well the plan has achieved its goals.

CONCLUSION
• IMC
 is the combining of selected marketing communication tools to
communicate a consistent message to the target audience
 coordinated messages and consistent delivery
 take place through all offline (traditional media) and online media

• Strategic planning precedes implementation.

• Focus on seven steps that comprises the IMC plan.
• All elements play an integral role to deliver the right message at the
right time to the right target audience.