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[IMC Campaign Outline] - »ç·Ê¸í : ¸ÅÁ÷ ½ºÅ×À̼Ç
©ç Situation Analysis
¢º Product and company research
¢º Consumer and stakeholder research
¢º Market analysis
- ±¹³» ½ÃÀå µ¿Çâ
¢º Competitive situation
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¢º Industry analysis
©è SWOT analysis
¢º Internal : strengths and weaknesses
# °Á¡
# ¾àÁ¡
¢º External : opportunities and threats
# À§Çù
# ±âȸ
¢º Problem identification
- Àü·«¹æÇâ [1999³â]
©é Campaign strategy
¢º Objectives
¢º Targeting
¢º Positioning
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©ê Communication strategy
¢º Message development research
¢º The creative theme
¢º Tactics and executions
©ë Media plan
¢º Media mix / Scheduling and timing
©ì Other marketing communications activities
©í Campaign evaluation
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©è SWOT analysis
¢º Internal : strengths and weaknesses
# °Á¡ : »ï¼ºÀüÀÚÀÇ ºê·£µåÀÇ À̹ÌÁö / ³²º¸´Ù ¾Õ¼± ½Å±â¼ú
# ¾àÁ¡ : Á¾ÇÕ ÀüÀÚȸ»ç¶ó´Â ÀÎ½Ä / À¯Å뱸Á¶ÀÇ º¹À⼺
¢º External : opportunities and threats
# À§Çù
¨çIMF·Î ÀÎÇÑ °æ±â ħü
¨è Ÿ°æÀï»ç¿ÍÀÇ Ä¡¿ÇÑ °¡°Ý °æÀï
# ±âȸ
¨ç °æ±âȸº¹¼¼ÀÇ Á¶Áü°ú ±×·ÎÀÎÇÑ ¼ö¿ä ±ÞÁõ ¿¹»ó
¨è 21¼¼±â ÃÖ´ëÀÇ ÈµÎ´Â µðÁöÅÐÀ̶ó´Â Á¡
¨é pc½Ã Àå °æÀïȯ°æÀÇ ±Þº¯È·Î ¼ÒºñÀÚÀÇ ±¸¸Å Æ®·»µå°¡ º¯ÇÔ
(¶Ñ·ÇÇÑ ¸ñÀûÀ¸·Î °¡Áö°í ±¸¸ÅÇÏ·Á´Â ¼ÒºñÀÚ°¡ Áõ°¡ÇÔ)
¢º Problem identification
- Àü·«¹æÇâ [1999³â]
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¨è ½Å±â¼úÀÇ ¼± Á¦Ç°È µµÀÔÀ¸·Î ±â¼ú·ÂÀ» °ÈÇÏ¿´À¸¸ç, 15% PCÀç°í¸¦ ¼ÒÀ¯Çß´ø ´ë¸®Á¡µéÀº Process Çõ½ÅÀ¸·Î Æȸ®´Â Á¦Ç°À» Á¦¶§ °ø±Þ¹ÞÀ» ¼ö ÀÖµµ·Ï ÇÏ´Â °ÍÀÌ´Ù.
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