Set Tentative Marketing Communication Budget

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Monitor, evaluate, and control integrated marketing communications program

Monitor, evaluate, and control integrated marketing communications program

Review of Marketing Plan

Examine overall marketing plan and objectives Role of advertising and promotion Competitive analysis Assess environmental influences

Analysis of Promotional Program Situation

Internal analysis

Promotional department organization Firm's ability to implement promotional program Agency evaluation and selection Review of previous program results

External analysis Consumer behavior analysis Market segmentation and target marketing Market positioning

Analysis of Communications Process

Analyze receiver's response processes Analyze source, message, channel factors Establish communications goals and objectives

Budget Determination

Set tentative marketing communications budget Allocate tentative budget

Develop Integrated Marketing Communications Program


Set advertising objectives Determine advertising budget Develop advertising message Develop advertising media strategy Direct marketing

Set direct-marketing objectives Determine direct-marketing budget Develop direct-marketing message Develop direct-marketing media strategy Interactive/Internet marketing Set interactive/Internet marketing objectives Determine interactive/Internet marketing budget Develop interactive/Internet message Develop interactive/Internet media strategy

Sales promotion

Set sales promotion objectives Determine sales promotion budget Determine sales promotion tools and develop messages Develop sales promotion media strategy Public relations/publicity Set PR/publicity objectives Determine PR/publicity budget Develop PR/publicity messages Develop PR/publicity media strategy Personal selling Set personal-selling and sales objectives Determine personal-selling/sales budget Develop sales message Develop selling roles and responsibilities

Integrate and Implement Marketing Communications Strategies

Integrate promotional-mix strategies

Create and produce ads

Purchase media time, space, etc.

Design and implement direct-marketing programs

Design and distribute sales promotion materials

Design and implement public relations/publicity programs

Design and implement interactive/Internet marketing programs

Monitor, Evaluate, and Control Integrated Marketing Communications Program

Evaluate promotional program results/effectiveness Take measures to control and adjust promotional strategies

Exhibit 1-16 Wal-Mart has a very strong image and reputation as a socially responsible company

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