Questions for Emma Who would you say are the main target markets for the business? Do you know who your main competitors are? Awareness – low? Good reputation. Zero-based communications planning process Zero-based communications planning is an approach to integrated marketing communications (IMC) that involves determining the tasks that need to be accomplished and the extent to which various marketing communications functions should be used. It focuses on starting from scratch and evaluating each communication function based on its ability to address the company's specific problem or opportunity. Here are the key elements and steps involved in zero-based communications planning: Identifying the problem or opportunity: The first step is to clearly define the marketing problem or opportunity that the company is facing. This could be related to brand positioning, target audience engagement, customer acquisition, or any other specific challenge. Determining the tasks: Once the problem or opportunity is identified, the next step is to determine the specific tasks that need to be accomplished to address it. These tasks could include increasing brand awareness, improving customer perception, driving sales, or enhancing customer loyalty. Assessing marketing communications functions: In this step, each marketing communications function (e.g., advertising, sales promotion, direct marketing, public relations) is evaluated in terms of its effectiveness in achieving the identified tasks. The strengths and weaknesses of each function are considered, along with their alignment with the specific problem or opportunity. Selecting the most effective functions: Based on the evaluation of different communications functions, the planner selects the ones that are most likely to address the identified tasks effectively. This involves determining which functions will have the greatest impact, reach the target audience most efficiently, and align with the overall marketing strategy. Designing the promotional mix: Once the most effective communications functions are identified, the next step is to design the promotional mix by combining these functions in a strategic way. This could involve allocating budget and resources to each function, determining the timing and sequence of communications activities, and developing the messaging and creative elements for each function. Implementation and evaluation: After designing the promotional mix, the plan is implemented and executed. Throughout the implementation process, the effectiveness and impact of each communication function are continuously monitored and evaluated. This allows for adjustments and optimization based on real-time data and insights. By following the zero-based communications planning approach, companies can ensure that their IMC strategies are tailored to their specific needs and objectives. It helps in making informed decisions about which communication functions to prioritize and how to allocate resources effectively. This approach encourages a thorough evaluation of the available options and promotes a more strategic and goal-oriented approach to IMC planning. ___ The attractiveness and growth potential of various market segments must be evaluated and the segments to target must be identified. Once the target markets are chosen, the emphasis will be on determining how the company or brand should be positioned. What image or place should it have in consumers’ minds? ___ The goal of advertising and other promotional efforts is to communicate specific messages to consumers. These messages aim to achieve various communication objectives, such as creating brand awareness, generating interest, fostering positive attitudes and perceptions, and influencing purchase intentions. The idea is that consumers need to be informed and positively predisposed towards a brand before they are likely to make a purchase. For example, if awareness and knowledge about a brand are low, the objective might be to increase awareness and educate consumers about its features.
