The IMC (Integrated Marketing Communications) Campaign Planning is meant to provide you with practical orientation of the activities involved in developing an IMC/advertising campaign.
1). TARGET MARKET
The target market for your marketing efforts is selected and described. A marketing plan ideally focuses on a primary target market, although additional secondary markets are often identified and strategies are developed for them as well. This is a 3 step process:
1) Segment the market.; 2) Evaluate segments.; and 3) Choose one or more as a focal point.
To do so, explain all criteria (e.g., patterns and commitment levels, demographics, geodemographraphics, psychographics, lifestyles, benefits sought) you used to select the target audience and why.
2). IMC CAMPAIGN OBJECTIVES
Set up your IMC campaign objective(s).
3). BARRIERS, BENEFITS, COMPETITION
Barriers are reasons your target audience cannot (easily) or does not want to use your product/service.
Benefits are reasons your target audience might be interested in using your product/service.
Describe the barriers, benefits, and competition of your product/service.
4). POSITIONING STATEMENT
Positioning is the act of designing the organization’s actual and perceived offering in such a way that it lands on and occupies a distinctive place in the mind of the target market – where you want it to be.
5). VALUE PROPOSITION
A value proposition is a statement of the desired behavior’s various benefits (functional, emotional, and self‐expressive) that create value for the customer. Formulate the value proposition for the desired behavior