IMC Plan Part 3

PART 3

General overview of Promotion Mix that you recommend to achieve the communications objectives and reach the target audiences you have set for your product (paid and non-paid communications vehicles.)

The rationale for why you are recommending them

The general media strategies (at least 2) you plan for the promotions

The overall budget, etc. recommended including budget type used. Also what are the allocations ( in percent or actual dollars) for recommended media, research and public relations, etc.

0 - 5

Promotion mix strategy: need to discuss the strategies and tactics you recommend to integrate the advertising, sales, sales promotion, etc,

· Should personal, non-personal or both be used.

· Recommend push, pull or both strategies

· Timing of the promotions & why (fall for gift season, slow times to increase sales, etc.

0-5

Advertising objectives need to be stated in measurable terms (what % target do you want to reach and how often, what % coupon redemption, etc)

· Message themes need to identify the message strategy & executional framework to use,

· Media strategies & plan to target the right audience identified in Part 1.

0 - 5

Public relations strategies :

· What publics do you want to reach, incl. consumers, investors, legislators/regulatory, employees, etc.

· What p.r. tools do you plan to use: press releases, media events, publicity, crisis management plans, etc.

0 - 3

Personal selling strategies:

· Need to identify which sales people you want to motivate, such as sales people, wholesalers, retailers for shelving position, etc.

· What sales incentives, contests, sales brochures, etc.

0 - 5

Direct marketing, online & social media strategies to use:

· Need to identify specific social media, online and direct marketing strategies and the rationale for using, etc.

· Identify timing and target audience for each.

0 - 5

Evaluation Tools you plan to use & why. Examples could be ROI, metrics such as coupon redemption, tracking and click-though rates on website, research studies, etc.

0 – 2

Metrics for overall plan:

· Title slide, Table of Contents-all 3 parts -

· Executive Summary -

· Revisions to Parts 1 & 2,

· Bibliography with proper citations of sources and exhibits -.

· Effective Powerpoint presentation with no typos or grammatical errors. Submitted on time.

0 – 5