Plan Execution and Evaluation.
Description Learning Objectives Covered: Define and describe the six factors of a strategic plan. Discuss how to create an advertising plan. Background wk4_MAN230_A.gif What is the difference between an advertising plan and an integrated marketing communication (IMC) plan? If you were to outline both documents you would see essentially the same six sections or factors in both documents. The following outline of an IMC campaign comes from Advertising & IMC: Principles and Practices (Moriarty et al., 2014, p. 535) Situation Analysis Background research SWOTs: strengths, weaknesses, opportunities, threats Key communication problem(s) to be solved Key Strategic Campaign Decisions Objectives Targeting and engaging stakeholders Brand positioning strategy MarcomMix Platforms and objectives Synergy Message Strategy Key consumer and brand relationship insights Message direction Strategic consistency IMC Media and Contact Points Multimedia and multichannel Multiplatform Contact points, touch points, and critical touch points Management and Campaign Controls Budgeting Evaluation of effectiveness The difference between the two is in scope. An IMC plan is broad in scope and attempts to coordinate many different types of communication activities such as advertising, public relations, sales promotions, sponsorship, direct marketing, social media, etc. An advertising plan is narrow in scope and handles just one activity type, advertising. An advertising plan could be created to accomplish the goals and direction that are given within the bigger IMC plan. Reference Moriarty, S., Mitchell, N., & Wells, W. D. (2014). Advertising & IMC: Principles and Practice (10th ed.). Pearson Higher Ed. Prompt Based on the information you have read this week regarding IMC campaign planning (see the Course Media page), write a 600 word paper. In it you will discuss each of the six steps found in an advertising or IMC plan. You must cite at least two references in IWG format.