Integrated Marketing Communications Planning (ICM) Model Essay Example

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7ICM Plan

Running Header: Integrated Marketing Communications Planning (ICM) Model

Integrated Marketing Communications Planning (ICM) Model

Integrated Marketing Communications Planning Model consists of a review of the marketing plan of the product, promotional program, communications process, budget determination and then developing ICM programs which include; advertising, sales promotion, publicity or public relations (PR), personal selling, direct marketing and using the Internet to create a buzz about the product (Wind, 2009). The objectives of these programs are designed to see which program suits the product and fits in the budget. The next step in the IMC planning model is finding the best strategy to carry out these programs. Implementation of the ICM programs strategies is very important and lastly, monitoring, evaluating and controlling the ICM programs for the product to gain a competitive advantage in the market. The IMC plan is used in the organization because of improved marketing and selling strategies employed in the contemporary market to introduce goods to consumers and potential clients. The budget for marketing and promoting the product using the ICM programs is limited and this planning model is suitable for the available funds.

FCB Grid Model

The product in question is desktop computer. The contemporary society has incorporated the use of computers in homes, schools, hospitals and working premises in the intention of embracing computer and Internet technology and also to make work easier in offices and to communicate with people from different places across the world. The desktop computer has a TFT monitor for conserving electrical energy and a water cooler CPU hence eliminating the cumbersome noise of an in-built fan. The FCB grid model was designed for consumers to have a communication response about the product using a combination of high and low involvement and the specialization of left brain which is used for thinking and the right brain which is used for feeling (Drypen, 2010). High involvement can be defined as important decisions made to purchase the right brand because the customer will be at loss in case of a faulty brand. Low involvement is for products that that a consumer buys on a frequently because the first purchase decision was correct. Thinking is decision made about purchasing the product which is or is not objective or even logical. Feeling or emotional approach is when a consumer’s decision is or is not based on current feelings, looks or sounds. The FCB model grid is very important in product selling because consumers use the four factors when purchasing desktop computers. High involvement is crucial for technical products such as computers because a consumer wants to choose the right computer so that he or she can purchase the product on a routine basis or recommend to another potential customer. The promotional choices will be greatly affected by the FCB grid in the sense that consumers will want free gifts that are mostly computer accessories.

Target Audience and Purchase Decision Process

My target audiences include students, middle-working class, health practitioners and home users. These people are technologically aware and computers are very important in the different fields. The purchasing process undergoes through seven important groups: initiators; people who request the desktops to be purchased, users; people who use the desktop computers, influencers; those who influence customers’ buying decision (technical personnel), deciders; the suppliers who decide on the computers requirements, approvers; those who authorize actions proposed by deciders and buyers, buyers; clients who posses formal authority to select computer suppliers and arrange purchasing terms and lastly, gatekeepers are the people who possess the power of preventing information of sellers from reaching buyers (Phillips, 2006). The ICM plan will succeed when it meets the requirements of supplier, user and buyer. The gatekeeper (personal assistant, clerks, phone operators and receptionists) can deter the seller from advertising, promoting and even selling the desktop computers if they are not competent and confident in the services they provide. Cognitive dissonance occurs after a customer has purchased the computer. The customers feels that he or she has made a wrong decision by purchasing the computer and it is the work of the initiators to convince the customers even after purchasing the computers that they have made the right decisions.

Communications Objectives

The communications objectives for this campaign include the following; attract target group, expand to foreign markets and attract potential customers. These objectives have risen from the marketing objectives especially by the use of PR, personal selling, cyber marketing, advertising and promotional strategies. The communication process includes a sender, appropriate message, receivers (customers), a medium (Internet, radio, newspapers or television) and feedback (James, 2010). The most appropriate source for communication process will be the Internet and print. Many people interact using the Internet and creating a buzz in the Internet for desktop computers is easy. There are blogs and social networks that can be created to market the desktop computers. The messages that customers need to see are that the company is selling desktop computers on discount for bulk purchase and computer accessories are promotional gifts for every purchase. There should be a feedback mechanism where customers post comments about the desktop computers. These comments will later be used to evaluate, monitor and change the ICM programs to suit the needs of customers.

Hierarchy of Effects Model

Hierarchy of Effects Model has a cognitive stage that consists of product awareness and knowledge (Wind, 2009). The customers need to be aware that the computers exist and where to find them. Detailed information of the computers is sought by customers to know if the brand is suitable for the customer’s needs. In the effective stage of the response model the customer will display the following; liking, preference and conviction. The customer will like the information about the product and prefer it over other brands that are of low quality then the customer will gain confidence about the product. The last stage in the model is behavior stage where the customers purchase the computers because they have acquired necessary knowledge, they know the computers exist in a physical or virtual store and they are confident that the computers will be useful in the office or at home or even in schools.

Budget Strategy

The budget for promotional and advertising tools for this product will be sufficient when using print and online advertising. Print advertising in newspapers and magazines can be very expensive but using flyers, posters, and handouts will suit the budget (James, 2010). Designing, printing and the distribution costs will be well funded. The other form of budget strategy for introducing computers into the market as the first business venture is to use cyber-marketing. Creating blogs about the product is free and using social networks to attract clients is also free. This is the best way to market the computers because many people worldwide use the Internet for work, socialization and also marketing.

Key Message

The desktop computer is useful in the business setting, schools, hospitals and in homes. This means that many people will purchase the computers in bulk. The key message for the campaign is that desktops bought in bulk will have a discount and computer accessories included as promotional gifts. This is a unique selling proposition that will attract the attention of customers from different regions worldwide. The key message that will be used in print will also be transferable to the Internet in online blogs, social networks and also advertising space in websites that have high traffic. Print advertising will attract people who do not have an access to the Internet while online advertising will attract customers globally. Advertising appeal for the desktop computers include print advertising in handouts, flyers and posters is cheap, simple to design and easy to implement. Online advertising is free and faster in blogs and social networks. Advertising the desktop computers in websites that have high traffic will be affordable and many people will view the advertisement on desktop computers, their price and local stores.


Drypen. (2010). FCB Grid Model to convey communication objectives. Retrieved 13th July

2011, from <>

James, D. (2010). ADVERTISING STRATEGY: Band Promotion Budget.
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Phillips, P. (2006). Business Corner: Strategies and Analysis. Journal of Purchase Decision

Process, 1-2.

Wind, Y. (2009). Product-marketing Planning Models. Journal of Marketing, pp. 1-28