AN INTRODUCTION TO INTEGRATED COMMUNICATION CAMPAIGN DEVELOPMENT; A PRACTICAL GUIDEBOOK FOR DEVELOPING IMC CAMPAIGNS TO ACHIEVE MARKETING AND COMMUNICATION OBJECTIVES WITHIN THE ATHLETIC FOOTWEAR MARKET
LESLIE COLE, GRADUATE STUDENT LIBERTY UNIVERSITY- STCO 658 FINAL ASSIGNMENT DR. LEVERETT
• OBJECTIVES:
• IDENTIFY KEY CONCEPTS RELATED TO INTEGRATED MEDIA COMMUNICATION (IMC)
• ANALYZE HOW IMC CONCEPTS CAN BE UTILIZED TO DEVELOP IMC CAMPAIGNS
• APPLY CONCEPTS TO ATHLETIC FOOTWEAR COMPANIES IN ORDER TO REACH SPECIFIC MARKETING AND COMMUNICATION OBJECTIVES
Table of Contents
• The Evolution of IMC and its current status in the Marketplace (Page 1)
• Promotional Mix Review (Page 2-8)
• Available Touchpoints and Contact Tools (Page 9-16)
• Situation Analysis (Page 17-19)
• Communication Objectives and Budget(Page 20-23)
• Communication strategy and program (Page 24-28)
• Program Implementation (Page 29-33)
• Monitoring and Evaluations (Page 34)
• Advertising and Promotional Regulation and ethics (Page 35)
• References (Page 38-42))
Evolution of IMC
DefiningIntegratedMarketingCommunication(IMC)
IncorporatingIntegrated MarketingCommunications (IMC) techniques can significantly enhance yourefforts when marketingaproduct or service. IMC enables effective engagement with yourtarget audience and fosters lastingcustomerrelationships, thus an increase in sales and brand awareness. By combiningtraditional and digital marketing through various channels, marketers can develop acohesive, thorough, and streamlined campaign to communicate with customers (Belch &Belch, 2021). The IMC processintegrates different promotional elements, includingadvertising, publicrelations, direct marketing, and sales promotion, resultingin acomprehensive and successful marketingstrategy (Belch & Belch, 2021). Brands such as Always, SouthwestAirlines, and Domino's have used the IMC method to promote campaigns by combiningmultiple communication channels that provide customers with aunified experience (Aurora, 2019).
History of IMC
In the 1980s, integrated marketingcommunication (IMC) emerged as a response to the need for a coordinated approach to marketingcommunication activities. Before this, various departments handled marketingcommunications separately, resultingin inconsistencies and a lack of coordination (Belch &Belch, 2021). The rise of digital mediaand the internet in the 1990s furtheremphasized the importance of IMC in the 21st century. Today, with IMC, marketers can develop more efficient and effective promotional campaigns to reach their desired audience and achievemarketinggoals by coordinatingthe promotionalmix (Belch & Belch, 2021). In addition, IMC is a strategy that fosters a connection with individuals and theirfundamentalideals and principles. By leveragingmarketingcommunication, businesses can offersolutions that caterto theirrequirements and enhancetheirquality of life (Kliatchko, 2020).
Current Status in the Marketplace
Many companies have adopted Integrated MarketingCommunications (IMC) as a proven and practical approach to reachingtheirtarget audience and accomplishingmarketinggoals (Rehman et al., 2022). With the increased use of digital mediaand the internet, the need for IMC has become even more crucial as marketers must now integrate various digital channels and tools into theirpromotional campaigns (Kitchen &Burgmann, 2015). However, implementingIMC can still pose challenges, such as coordinatingmultiple departments and agencies and measuringthe effectiveness of various promotional activities. Even with the challenges it presents, IMC continues to play avital role in contemporary marketing. IMC plays a crucial role in marketingbecause itoffers cost-effective solutions, leverages various mediaand promotion tactics, and delivers improved returns on investment (Kitchen & Burgmann, 2015). Thus, the IMC process will likely continue to adapt and evolve with changes in the Marketplace in the comingyears.
1
Promotional Mix Review
The promotional mix is a powerful tool for promoting products and services. It comprises various elements, including advertising, direct marketing, digital/internet marketing, sales promotion, publicity/public relations, and personal selling (Belch & Belch, 2021). Creating a successful marketing campaign requires each element to play a unique and essential role. The role of the promotional mix is to contribute to the overall promotional campaign, reaching the target audience in various ways and achieving different marketing goals. Combining these elements allows marketers to create a more comprehensive and effective promotional campaign that reaches the target audience
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Advertising
According to Belch & Belch (2021), advertisinginvolvesusinga paid nonpersonal promotion, including various media channels like television, radio, print, online ads, or billboards to promote a product or service. Advertisingplays a crucial role in promotinga brand as it helps to create brand awareness, influence consumer behavior, and differentiate a product or service from its competitors (Wroblewski, 2019). However, ad campaigns can pose a significant challenge, given that a billboardcan potentially reach a large audience, but the message conveyed can often get muddled. As a result, it's difficult to promptly adjust the message or accurately measure its impact (Rice University, 2023).
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Direct Marketing
Direct marketing is a promotional strategy that strives to elicit an immediate response from the intended audience, like purchasing, filling out a form, or visiting a website. It entails communicating directly with customers through email, direct mail, or telemarketing to generate a response or sale (Belch & Belch, 2021). Directresponse advertising is one of the direct marketing strategies that aid organizations in achieving their goals by motivating their intended audience to take immediate action, such as clicking on ads to purchase directly from the manufacturer (Belch & Blech, 2021). There are several ways to engage the target audience, such as redeeming a coupon, calling a toll-free number, or visiting a physical store. Direct marketing tactics establishstrong customer conn Marections, generate leads, and boost sales. (Edward Lowe Foundation,2023).
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Digital/Internet Marketing
Digital/internet marketing plays a critical role in the promotional mix by providing marketers with a wide range of tools and channels to reach their target audience in real-time (Belch & Belch, 2021). Digital marketing includes a variety of tactics, such as search engine optimizations (SEO), pay-per-click (PPC) advertising, interactive media, social media marketing, email marketing, and content marketing. Digital marketing allows marketers to reach a wider audience than traditional marketing methods in comparison to mobile marketing, as more people are spending time on their phones (Kassabov, 2023). By utilizing digital marketing, it's possible to tailor promotional campaigns to a specific audience's interests, demographics, and behaviors (Manikandan, 2023). This approach can result in more effective and efficient advertising campaigns.
5
Sales Promotion
Sales promotions are marketing strategies that offer short-term incentives to encourage customers to purchase a product or service, with the aim of achieving an immediate sale (Belch & Belch. 2021). Some sales promotions include discounts, coupons, contests, and loyalty programs to increase sales and customer satisfaction (Studio Wide, 2023). Sales promotion are used in combination with other marketing strategies within the promotional mix.
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Publicity and Public Relations
In marketing and communications, publicity and public relations are two distinct concepts. Publicity is promoting a product, service, or brand through media coverage, such as news stories, press releases, or social media posts, without payment. Publicity is generated by the company, organization, or third-party sources like journalists or bloggers (Belch & Belch, 2021). Publicity refers to the distribution of information or news related to an individual or entity through various media channels without any payment made by the organization. The impact of publicity on the brand can be either positive or negative, and it is beyond the company's control (Surbhi, 2018).
On the other hand, public relations encompass a more comprehensive range of activities that aim to manage and maintain a company or organization's positive reputation and relationships with its stakeholders (Belch & Belch, 2021). Public relations include media relations, crisis management, community relations, social responsibility, and employee relations. Public relations involve overseeing a company or brand's reputation through various channels like press releases, social media, or events (Belch & Belch, 2021). Public relations are a strategic communication approach that allows companies to take control of their reputation, brand image, and product promotion through paid channels, ensuring a positive impact on consumers (Surbhi, 2018). In Integrated Marketing Communication (IMC), publicity and public relations play a crucial role. By utilizing both these tactics, businesses and organizations can effectively promote their brand, manage their reputation, and foster positive relationships with their stakeholders.
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Personal Selling
When it comes to personal selling, a sales representative communicateswith a potential customerto persuade them to buy a product or service (Belch & Belch, 2021). This interaction is direct and aims to close a sale. When products or services sold are expensive, technical, or highly specialized, personal selling can add a human touch to sales (Edward Lowe Foundation, 2023). Sales representatives perform similar tasks to advertisements by informing, persuading, or reminding potential customers about a service or product (Edward Lowe Foundation, 2023). Although personal selling plays a crucial role in the promotional mix, it is typically not considered a direct componentof the IMC method in most companies (Belch & Belch, 2021). Furthermore, personal selling is often managed independently within organizations and falls outside the purview of the advertising or marketing communications manager (Belch & Belch, 2021).
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Available Touchpoint and Contact Tools
In integrated marketing communications (IMC), touchpoints can be crucial in maintaining a cohesive and consistent message across all communication channels. A touchpoint refers to any interaction between a brand and its audience, whether it's through word-of-mouth, direct marketing, sales promotion, or other methods (Belch & Belch, 2021). An effectiveIMC strategy involves careful planning and execution of each touchpoint to reinforce the brand message and provide a positive experience for the audience. Consistency and cohesiveness in messaging across all touchpoints can help companies build brand recognition, loyalty, and trust among their target audience. In an IMC strategy, touchpoints are essential for creating opportunities to connect with the audience and build a lasting relationship with the brand (Belch & Belch, 2021)
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Company Created Touchpoints
• Touchpoints created by a company refer to the various ways a brand interacts with its audience. These touchpoints are designed to leave a positive impression on the audience and reinforce the brand's message. Some examples of company-created touchpoints include social media posts, advertising campaigns, customer service interactions, product packaging, and in-store displays (Belch & Belch, 2021). Through careful design and implementation of touchpoints, businesses can gain valuable insight into customer interactions. By identifying touchpoints, companies can also reduce resource waste, leading to greater returns on investment. Additionally, mapping customer touchpoints can enhance brand reputation and foster trust in the brand (Singh, 2021).
• Athletic Footwear Example: An athletic footwear brand creates a social media page using Instagram or Twitter where athletes post pictures of themselves wearing the footwear. The website may also include athletes and nonathletes who play various sports.
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Intrinsic Touch Points
When a customer purchases or utilizes a product or service, interactions occur between the brand or organization and the customer (Belch & Belch, 2021). These interactions, known as intrinsic touchpoints, are not intentionally created by the company but are typically discussed with sales associates or customer service representatives (Belch & Belch, 2021). Intrinsic touchpoints directly affect a user's experience, such as website design, product packaging, or retail store design. Companies can utilize intrinsic touchpoints to create positive experiences for their audience, establish brand recognition, and stand out from competitors.
Athletic Footwear Example: When customers purchase athletic shoes that offer great comfort and support, they may be motivated to exercise more often, resulting in an intrinsic touchpoint for the athletic footwear company. For instance, customers who buy running shoes with excellent cushioning and support may feel inspired to run or engage in other physical activities. This intrinsic touchpoint can enhance customer satisfaction and loyalty, as the customer will likely have a positive experience with the brand. In addition, by incorporating customer reviews into their marketing materials and encouraging customers to share their experiences on social media, the company can highlight the features and benefits of their shoes.
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Unexpected Touchpoint
An unexpected touchpointis an unplanned or spontaneous interaction between a brand and its audiencethat is not under the organization'scontrol (Belch & Belch, 2021). These touchpointscan arise from word-of-mouth recommendations, viral marketing campaigns, positive and negativereviews, or other unexpected encounters with the brand (Belch & Blech, 2021). As the touchpointis unforeseen, its impact on the customer and the organization could bepositive or negative.
Athletic Footwear Example: An athletic footwear brand could experience an unexpected touchpointif a celebrity or influencer can be seen wearing their shoes in a viral video or social media post. For instance,if a well-known athlete wears a pair of the company's shoes during a game and scores a gamewinning goal, it could generate a lot of hype and attention for the brand. This unexpected opportunitycould increase sales and brand recognition, as athlete fans may be more inclined to purchase the same shoes. The company could leverage this by sharing the video or social media posts on their channels, engaging with supporters, and showcasing the shoes' features and benefits.
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CustomerInitiated Touchpoint
According to Belch & Belch (2021), when a customer initiates contact with a brand, it is known as a customer-initiated touchpoint. This touchpoint can occur in various ways, such as through customer serviceinteractions, social media posts, product reviews, or referrals. Companies must pay attention to customer-initiated touchpoints as they offer valuable feedback and insights into the customer experience. Understanding consumer touchpoints allows companies to identify areas that need improvement and make necessary changes. Moreover, customer-initiated touchpoints can build brand loyalty and trust by demonstrating the company's responsiveness to customer needs and concerns (Baxendale et al., 2015). Businesses can keep track of social media and other platforms for any references to their brand, promptly address customer inquiries and feedback, and interact with their audience positively and genuinely, thus, setting the company apart from competitors (Belch & Belch, 2021).
Athletic Footwear Example: If a customer has any questions or concerns regarding their athletic shoes, they may contact the customer serviceteam of the footwear company. For instance, if a customer is not satisfied with the comfort level of their purchased running shoes, they may seek assistancefrom the customer serviceteam. The team will collaborate with the customer to identify the issues and provide a solution, including a refund, exchange, or recommendation of a different shoe style. This customer-initiated interaction can foster brand loyalty and trust, as customers appreciate the company's responsiveness and willingness to help. The company can also use these opportunities to reconnect with customers to ensure their issues are resolved and receive feedback about the customer's overall experience.
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Paid, Owned, and Earned Media
Paid Media
Paid media is advertising or promotional content that a brand pays for, including television, radio, magazines, newspapers, outdoor ads, direct mail, in-store media, online banner ads, videos, paid search, and social media ads (Belch & Belch, 2021). It effectively reaches a larger audience, promotes specific products or services, or increases traffic to a brand's website or social media profiles. The followings are the pros and cons of having paid media as part of an organization's IMC campaign:
Pros:
Generate awareness- Paid media is still effective for creating brand recognition and attracting customers, especially in more significant markets (Belch & Belch, 2021).
Measurable Results- Paid media campaigns can be easily tracked and measured, which allows brands to evaluate the success of their campaigns and make data-driven decisions (Belch & Belch, 2021)
Increased Visibility- Paid media can help to increase a brand's visibility and reach, especially in competitive markets where organic reach may be limited (Sanders, 2022)
Cons:
Cost- Paid media can be expensive, especially for small businesses or brands with limited budgets (Tucker Hall, 2023)
Ad Blindness- Many consumers are becoming increasingly immune to traditional advertising, making it difficult for brands to capture their attention with paid media campaigns.
Ad Fraud- Paid media campaigns can be vulnerable to fraud and invalid traffic, resulting in wasted ad spending and inaccurate data.
An effective digital marketing plan should seamlessly integrate all three media components to achieve optimal results. This approach will help boost the brand's image while ensuring that the intended audience is reached (Siga, 2022).
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Owned Media
Owned media refers to any communication channels that are owned and controlled by a brand, such as a company website, mobile apps, social media (e.g., Facebook, Twitter, Instagram, Snapchat, etc.), blogs, brochures, and in-store displays (Belch & Belch, 2021). Owned media is part of the marketing mix that promotes a brand's product or services, engages with customers, and shares information and updates. Using owned media is beneficial in establishing brand identity and informing the intended audience about the company's products or services (Tucker Hall, 2023).
Pros:
Control- The company controls its media to reinforce a positive brand image and user experience (Tucker Hall, 2023).
Scheduling-If needed, organizations can adjust their publishing schedule or media calendar in a timeframe that works best for the brand (Cohen, 2015).
Cost efficiency-Organizations do not need to pay for media usage as they already own it (Cohen, 2015).
Cons: Time-Consuming- Creating and managing owned media requires more time and effort than paid and earned media. It also tends to have a longer turnaround time for producing results (Siga, 2022)
Limited Audience- Many companies lack the resources to develop their in-house list (Cohen, 2015).
Easily Ignored- Some users may use ad blockers or direct emails to their junk folder, causing important information and updates (Cohen, 2015).
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Earned Media
Earned media refers to any publicity or exposure that a brand receives through word-ofmouth, social media mentions, comments, shared videos, pictures, posts, reposts, online reviews, online communities, media coverage, and other channels that are not directly controlled by or paid from the brand (Belch & Belch, 2021). Earned media can include favorable reviews, social media mentions, or news coverage and is often the result of a brand's efforts to provide a positive customer experience or create engaging content.
Pros: Authentic- Earned media is essential to any business strategy that integrates earned media through the IMC process. When news about a company or brand spreads through media stories or social media, it is seen as more trustworthy and authentic than paid advertising. As a result, this can significantly impact consumers and their purchasing decisions (Belch & Belch, 2021).
Believability- Consumers consider earned media that comes from an independent source to be highly credible (Tucker Hall, 2023)
Exposure- With the growth of digital and social media, gained media exposure can reach a greater target audience (Belch & Belch, 2021)
Cons:
Negative Reviews- When negative comments are made about a brand, consumers tend to believe them more than the brand's messaging if the remarks are poorly written (Tucker Hall, 2023)
Unpredictable- Companies cannot precisely decipher when, where, or how significant the impact of earned media will be (Cohen, 2015).
Meeting the needs of organizations-Earned media is beneficial but hard to manage and unpredictable. Organizations can use owned or paid media channels to reach a larger audience or generate significant revenue with paid or owned media channels to achieve their goals (Cohen, 2015)
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Situational Analysis for Athletic Footwear
Over the years, athletic shoes have not only been crucial in sports and fitness but have also made a significant impact in fashion and marketing. The shoe industry had come a long way from its origins in the 19th century when Wait Webster introduced "Plimsolls" - shoes with thin material and rubber soles (Chilton, 2020). The industry has come a long way and is now worth billions of dollars, with predictions that it will exceed 196.5 billion by 2030 (Facts & Factors, 2023). To gain insight into market trends and consumer preferences, as well as evaluate the competition and identify strengths, weaknesses, opportunities, and threats, known as SWOT, is valuable for organizations to conduct a situational analysis (Tuten, 2021).
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Internal Factors for Athletic Footwear
Strengths:
• Product Design- Companies that produce athletic footwear focus on design, technology, and materials to develop exceptional products that attract and satisfy their target audience (Promjun et al., 2012).
• Creating effective marketing and advertising campaigns consistentwith the organization's brand and financial plan.
• Brand recognition and customerloyalty
Weaknesses:
• Access to ethical suppliers or vendors who work with materials
• Supply shortages
• High production costs due to labor
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External Factors for Athletic Footwear
Opportunities:
• The demand for athletic footwear continues to increase globally (Fact & Factors, 2023).
• Increasing health and fitness awareness among consumers (Stasha, 2023)
• Emerging markets, such as countries or regions, with high growth potential due to increasing consumer demand or economic growth. There is a persistent demand for athletic footwear in countries like China, Brazil, Indonesia, and Japan, driven by consumers seeking high-quality products. (Research & Markets, 2022).
Threats:
• Competition from other athletic footwear brands
• Economic downturns and fluctuations in consumer spending
• Changes in consumer preferences and fashion trends
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Communication Objectives and Budget for Athletic Footwear IMC Campaign
Definingthe direction, time frame, performance measurement mechanism, and budget for an athleticfootwear IMC campaign is essential to achieve the communication goals while makingthe most of the allocated budget. Precise objectives will provide a clear vision for the campaign, a realistic timeline for its execution, a way to gauge its effectiveness, and an efficient allocation of resources. By following these steps, the brand can achieve its communicationobjectives and maximize its return on investment
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Direction and Time Frame
Direction
The campaign's direction is essential because it sets the tone for the messagingand creative development, ensuresthat the campaign aligns with the brand's overall marketingstrategy, and guides consumers to the point of purchase (Belch & Belch, 2021). By utilizing the IMC campaign, the brand can effectively promote its distinctive sellingpoints, which include cutting-edge product designs, groundbreakingmaterials, and the various benefits of the product, such as exceptional Performance, comfort, and style. Organizations can utilize a mix of media channels, includingTV, print, digital, and social media, to reach the target audience, drive sales, and develop a long-term customer base. Companies like Nike create a sense of community and engagement aroundthe brand by endorsingcelebrities wearing their athleticfootwear, social media influencers, and usergenerated content (Nike, 2023).
Time Frame
Establishinga specific time frame can provide a clear timeline for implementation, enablingthe brand to plan and execute the campaign effectively. Time frames can run anywhere from a few months to a year, dependingon the type of response from the target audience (Belch & Belch, 2021).
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Mechanism for Measuring Performance
• A commonly used method for evaluating the impact and effectiveness of advertising campaigns is the DAGMAR approach, developed by Russell Colley in 1961 (Belch & Belch, 2021). The DAGMAR approach is a framework for setting the measuring advertising objectives.
DAGMAR stands for "Defining Advertising Goals for Measured Advertising Results" and is designed to make sure advertising objectives are specific, measurable, and achievable (Belch & Belch, 2021). The mechanism for measuring Performance is critical because it provides the brand with the data and insights needed to optimize the campaign over time and can be adjusted to reach its target audience. Organizations are encouraged to conduct regular surveys to measure brand awareness, loyalty, and customer satisfaction. In addition, organizations use data analytics and market research to track the campaign's effectiveness over time and adjust when needed.
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Budget
The role of a budget in an IMC campaign for footwear is a proper distribution of financial resources across the promotional mix in order to achieve the organization's communication objectives. As the customer's journeys transition back into the store, onlinechannels continue to take up 56% of marketing budgets, while offline accounts for 44% (Turner, 2023). The promotional budget is determined based on the organization's objectives and may be revised over time to meet changing needs (Belch & Belch, 2021). The budget helps ensure marketing efforts are cost-effective and an appropriateamountof resources are being utilized efficiently.
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Communication Strategy and Program for an Athletic Footwear IMC Campaign
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Major Selling Idea
Belch & Belch (2021) identified four practical strategies for implementingthe primary sellingconcept: emphasizingthe unique sellingproposition(USP), buildinga solid brand image, uncoveringthe inherent drama, and strategicpositioning(p. 278). The main sellingidea for an athleticfootwear IMC campaign can be found in a slogan that encapsulatesthe brand. For example, the major sellingidea for an athleticfootwear brand could be represented with the slogan "PLAY LIKE YOU MEAN IT." This message suggests that the product is for severe athletes committedto their sport and can help them achieve their goals by providingthem with the support, comfort, and Performance they need to play at their highest level. The message is motivational and encourages the target market to give their all and push themselves to be their best. The message resonates with athletes who are passionate about their sport and lookingfor a product to help them achieve their goals.
USP: The unique sellingproposition of "PLAY LIKE YOU MEAN IT" is that the product is designed to help athletes perform their best while working their hardest. "PLAY LIKE YOU MEAN IT" is a unique selling proposition because it focuses on the performance benefits of the product rather than on its features or price. By emphasizingthe product's ability to help athletes play at their highest level, the campaign can differentiate itself from other athleticfootwear brands
Brand Image: The brand image created by "PLAY LIKE YOU MEAN IT" is one of high performance, motivation, and commitment. The campaign appeals to serious athletes who are passionate about their sport and committed to achievingtheir goals. By positioningthe product as a tool for achievingsuccess, the campaign creates a brand image focusingon Performance and achievement.
Inherent Drama:The campaign "PLAY LIKE YOU MEAN IT" captures the emotional journey of athletes striving to achieve their goals. It emphasizes the challenges they face and the satisfactionthat comes with success. Through this approach, the campaign is captivatingand inspiring, motivatingathletes (consumers) to push through obstacles and achieve new goals.
Positioning:The positioningof "PLAY LIKE YOU MEAN IT" is focused on athletes who are committed to their sport and lookingfor a product to help them achieve their goals. The campaign uses the product as a tool for success and emphasizes its performance benefits. By utilizingthe product this way, the campaign can differentiate itself from other athleticfootwear brands and appealto a specific target market.
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Selecting the Target Market
Choosing the target market is a key part of the IMC process. It enables businesses to concentrate their marketing efforts and resources on a particular set of consumers who are more inclined to buy their product or service. Identifying a target audience is done by considering market segmentation factors such as geographic, demographic, psychographic, and behavioral traits (Belch & Belch, 2021). When an organization understands market segmentation and its target audience, it can create a campaign that resonates with consumers and is tailored to the brand. Nike targets individuals who identify as sports enthusiasts or those interested in maintaining an active and healthy lifestyle (Carmely, 2022). More and more sports and fitness activities are gaining popularity, and people are looking to incorporate athletic footwear into their daily wardrobe (Report Linker, 2021)
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Consumer Decision-Making Process
When a buyer is considering purchasing a product or service, they typically go through a five-stage process known as the consumer decision-making process. These stages include problem recognition, information search, alternative evaluation, purchase decision, and post-purchase evaluation (Belch & Belch, 2021). For a consumer who is interested in athletic footwear, the process may look like this:
Problem Recognition- The consumers identifies a problem that needs to be solved when a pair of their old athletic shoes fell apart.
Information Search- The consumers researches various brands to help narrow down a decision. For example, they may ask a friend about their experiences with a brand, search online reviews, or look in stores. During this stagethe company can help to influence the decisionmakingprocess by explaining features and benefits of the athletic footwear.
Evaluation of AlternativesThe consumerconsiders the options available and compares the products based on price, comfortability, and durability.
PurchaseDecision- The consumerdecides to buy the athletic shoes based on their previous evaluation. At this stage, the company might use sales promotions orother incentives to encourage the customerto make a purchase. For example, providingan email may saveyou 10% on a first- time purchase.
Post-PurchaseEvalution- The consumerdetermines whether they were satisfied with the purchase on their experience with the product. This is where the consumer can providea positive or negative review about their experience.
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Creativity and Message Development
Creativity, advertising creativity, divergence, and relevance are all interconnected when it comes to creating effective marketing campaigns. Advertising creativity involves using unique and innovative ideas to create ads that stand out from the competition. Divergence is the measure of how distinct an advertisement is from others in the same product category, while relevance is the level of usefulness and significance an ad holds for its target audience (Belch & Belch, 2021). Creating effectivemessages that inspire action requires creativity and can involve promoting purchases or engagement with the brand. Creativity is also needed when developing messages that resonate. Understanding your target audience and crafting messages that resonate with their needs and preferences is essential for creating effective marketing campaigns that build strong brand identities and foster lasting customer relationships.
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Program Implementation for an Athletic Footwear IMC Campaign
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Media Planning, Selection, and Execution
Media planning, selection, and execution are critical components of the program implementation for an athletic footwear IMC campaign. Media planning involves determining the optimal mix of media channels to reach the target audience. Media selection involves choosing the specific media channels that will be used to deliver the message, such as social media, TV, radio, or print (Belch & Belch, 2021). Media execution involves creating and placing ads within the selected media channels.
When it comes to athletic footwear, the intended audience is typically composed of active individuals who engage in sports, fitness, and outdoor activities. To effectively connect with this audience, a company may utilize various media channels, including social media, influencer partnerships, and endorsements. For instance, a company may collaborate with a renowned athlete to promote their athletic shoes on social media. They may also offer an engaging in-store experience that allows customers to try on different shoes and learn about the brand. Moreover, they may produce television commercials that emphasize the shoes' features and benefits. To successfully execute the media plan, the company must create visually appealing, relevant, and memorable ads and place them within the selected media channels at optimal times to reach the target audience
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Target Market Coverage & Geographic Coverage
Target Market Coverage
Target market coverage is the measure of percentage of the intended audience that a company’s marketing campaign can effectively reach (Johns, 2021). To achieve target market coverage, the company must first identify the target audience that would want to buy athletic footwear. For athletic footwear, the target audience may include people who are interested in sports, fitness, or have an active lifestyle. Once the target audience is identified, the company can determine the best way to reach them through various channels.
Geographic Coverage
Ensuring the athletic footwear IMC campaign reaches the target audience in the right locations is important. This is achieved through the implementation of the campaign in the area or region where it can be effectively covered or reached, which is known as geographic coverage (Belch & Belch, 2021). To determine the geographic coverage for an athletic footwear IMC campaign, the company must first identify the areas where the target audience is located. Suppose the intended audience consists of active individuals keen on sports and outdoor activities. In that case, the organization can concentrate on regions with a significant number of such people, such as urban areas or seasonal geographical areas where athletic footwear can be utilized more frequently.
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SchedulingContinuity, Fighting, Pulsing
The objective of scheduling is to reach the target audience at the highest protentional buying time (Belch & Belch, 2021). There are three scheduling methods that be used for an athleticfootwear IMC campaign:
1. ContinuousScheduling- This method involves implementingthe campaign consistently over a period of time, such as daily, weekly, monthlyor annually(Belch & Belch, 2021). For example,a company can promote its athleticfootwear products with features on a weekly or monthly basis.
2. FlightingScheduling- Another effective approach is to implement the campaign in bursts, alternatingbetween periods of intense activity and periods of inactivity(Belch & Belch, 2021). This is useful for promoting seasonal products such as athletic footwear products during backto-school season with a series of ads and promotion that run a short period of time.
3. Pulsing Scheduling: This method involvesimplementing the campaign consistently,but with bursts of increased activity at strategic times. This method is useful for campaigns that require ongoing engagement for the target audience, but with a high level of activity during key periods (Belch & Belch, 2021). For example, an athletic footwear brands promotes their products during major sporting events like the SuperBowl, with ads and promotions being used throughoutthe year but increase the activity during the event itself.
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Reach vs. Frequency
Reach refers to the number of people who are exposed to the campaign, while frequency refers to the number of times they are exposed to it (Belch & Belch, 2021). A successful Integrated Marketing Communications (IMC) campaign can achieve a balance between reaching the target audience and minimizing over exposure.
Creative Aspects of Mood
The creative aspect of mood refers to the emotional tone of the campaign (Belch & Belch, 2021). For an athletic footwear IMC campaign, there would be an emphasis on the benefits of athletic footwear for improving performance and helping the audience achieve their personal goals. This would create a positive mood that resonates with the athletes and fitness enthusiasts.
Flexibility
Flexibility within an IMC campaign allows adjustments to be made in response to changing market conditions or reviews from consumers. For example, if a new athletic footwear competitor enters the market, a company may need to adjust its campaign to stay competitive.
Budget Considerations
Budget considerations are important within the IMC campaign because the budget determines the effectiveness of the campaign. Companies that allocate the budget appropriately can ensure the campaign achieves communication objectives.
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Monitoring and Evaluations
The process of tracking the performanceof an IMC campaign over time is referred to as monitoring and evaluation (Belch & Belch, 2021). This enables companies to identify areas for improvement and make necessary adjustments to the campaign.
Feedback-
Feedback is important because it helps companies to understand how the campaign is being received can be the target audience and come from a variety of sources including social media, customer reviews or surveys (Belch & Belch, 2021). According to Belch & Belch (2021) the following include:
Sources factors- Social factors are characteristics of the influencers used in various IMC campaigns. Choosing the spokesman can include factors that resonate with the target audience such as credibility, attractiveness,
Message variables- Message variables refer to the different elements of the campaign message such as the tone, content, format
Media Strategies- Media Strategies refer to the different channels used to reach the target audience through social media, television or print.
Budgeting- Budget decisions determine the resources that can be used across the promotional and marketing mix.
Feedback Tools
Feedback tools are used to gather feedback from the target audience about the campaign. These tools can include surveys, focus groups, and social media monitoring.
Laboratory Methods- Laboratory methods are used to test the effectiveness of the IMC campaign in a controlled environment.
Field Methods- Field methods are used to test the effectiveness of the campaign in the “real world” by collecting information from surveys, focus groups, and customer feedback.
Posttests- Pottests are used to evaluate the effectiveness of the campaign after it has been launched. These tests can include customer satisfaction surveys,sales data analysis, and social media monitoring. 34
Advertising and Promotional Regulations and Ethics
Advertising and promotional regulationsand ethics are importantbecause they ensure the campaign is legal, ethical, and effective. Companies are mandated to comply with the legal requirements for adhering to community guidelines. A major challengein marketing ethics is finding the right balance between revenue generation and ethical practices (Belch & Belch, 2021). Determining the issue at hand can be a complex matter, and there may be conflicts of interest among stakeholdersthat need to be addressed.
In the process of Integrated Marketing Communications (IMC), it is crucial for companies to adhere to advertising and promotional regulationsand ethics. These practices ensure that they comply with the law, maintain their ethical standards,and uphold a positive brand image. By following these guidelines,companies can avoid legal consequences, negativepublicity,and harm to their brand reputation.Moreover, ethical conduct can foster trust among customers, which can result in enhanced sales and customer loyalty.
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