IMC Plan: Objectives, Effectiveness, and Measurement Techniques

This report provides a comprehensive analysis of an Integrated Marketing Communication (IMC) plan, focusing on the case of Nokia. The report begins by identifying three key types of objectives: communication, media, and message objectives. It then details how each objective is measured, including specific techniques and tools like Nielsen Media Research, Google Analytics, and customer engagement metrics. The report further explores pre-test and post-test methodologies, outlining lab and field methodologies and the rationale behind their selection. Finally, it delves into media budgeting, examining different measurements to evaluate the overall IMC process and explaining how these measurements are utilized to assess the effectiveness of the campaign. The report emphasizes the importance of aligning objectives with measurable outcomes and employing a variety of techniques to evaluate campaign success.

Running Head: INTEGRATED MARKETING COMMUNICATION
Integrated Marketing Communication
[Name]
[University Affiliation]
[Date]

INTEGRATED MARKETING COMMUNICATION
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CONTENTS
PART 1...........................................................................................................................................1
A) Three type of objectives..............................................................................1
B) What each type of objective will measure in IMC plan........................................2
PART 2...........................................................................................................................................3
A) For each of the three types of objectives, discuss the measures of effectiveness and the
techniques you will use to determine whether the IMC plan achieved these objectives, and
why you selected each of them..............................................................................3
B) Measures of effectiveness and techniques for each type of the three objectives..........5
PART 3 – PRE-TEST AND POST-TEST MEASUREMENT..................................................6
A) The pre-test and at the post-test phase for each of the three types of objectives...........6
B) Which measurements at the pre-test and at the post-test phase will you employ lab and
field methodologies? Explain why you will employ lab and field methodologies.................6
PART 4: MEDIA BUDGETING..................................................................................................9
A) What are the three different measurements you will use to evaluate the overall IMC
process?..........................................................................................................9
B) Explain how you will utilize each of these three different measurements to evaluate the
overall IMC process for your product and its brand.....................................................9
References.....................................................................................................................................12
PART 1
A) Three type of objectives
The three different types of objectives are:
 Communication Objectives
 Media Objectives

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 Message Objectives
B) What each type of objective will measure in IMC plan
The company can utilize various promotional and marketing tools to increase the range of
this product category in the European and North American side to increase its marketing
efficiency. Nokia aims to look for planning an IMC campaign to target more than 5 billion
people with this plan and maximize its reach (Dryglas & Salamaga, 2018; Atwal & Williams,
2017)
Communication objectives
Attention and awareness - IMC plan will be built with the aim of increasing interest
and awareness of the product and brand. This in turn will help create a consistent brand
image that will build stronger relationships with consumers (Luxton, Reid & Mavondo,
2015).
Media objectives
Desire: The development of the IMC will focus on enhancing the desire to buy
among customers. In the process of creating desire, a taste of the product will first be
created between the product and then encouraged to make a purchase decision
(Esmaeilpour and Aram, 2016).
Message objectives
Interest- Interest will be the third objective of the integrated marketing
communication of the product. This will help Nokia generate interest among customers
by informing them about the features that differentiate them from products offered by
competitors (Kitchen & Burgmann, 2015)

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PART 2
A) For each of the three types of objectives, discuss the measures of effectiveness and
the techniques you will use to determine whether the IMC plan achieved these
objectives, and why you selected each of them
Communication Objective:
The communication objective of Nokia 8 will be evaluated by determining the chosen
media is delivering the message efficiently and effectively. This can be done by utilizing
appropriate media mix (TV, Print and Magazine) to accomplish their desired outcomes with a
suitable advertisement campaign. The strategy is designed specially to achieve their targets
within their determined budget for the task while keeping the competition in mind. The suitable
media type of promoting Nokia 8 in competition to Samsung and Apple Inc. (Dahiya & Gayatri,
2018).
Media Objectives:
The media objective will be measured and evaluated by using Google Analytics,
Conversion rates and Lead generation. As the media objectives were aligned with Facebook
advertisement and Online Webinars. They are as follow:
Message objectives.
The message objective will be evaluated by using the customer engagements from
different online quizzes and sponsored reviews. Also the number of units sold and inquiries
received before and after the product launch will give us valuable insights on how well the
collaborating strategy with different influencers has been executed.
Using the two selected media strategy, the management of Nokia can look forward to
plan sales promotional campaigns to attract customers towards the products (Saura et al., 2019).

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Table 1
Sr No. Platform Tools to
Measure
effectiveness
Type
Communication
Objectives
TV
Print &
Magazines
-Nieslson Media
Research Report
-Ipsos ASIS IP’s
Next
-Starch Ad
Readership
Report
-Gallup &
Magazine Impact
research
-TV ads
-Engaging and
creative Copy
-Creative print
Ads &
Discounted
Flyers with early
bird discounted
rate in the
magazines.
Media
Objectives
Facebook, Zoom,
Instagram
Website Product
Launch Page
-Google
Analytics(No of
views and
impression on
Videos)
-Lead Generation
-Bounce Rate
-Sponsored Ads
on Facebook.
-Webinars on
Zoom, Live
sessions.
Message
Objectives
Facebook
Instagram and
Youtube
Sales promotion
-Online Quizzes
about the product
launch.
No of units sold
at the discounted
price
-Collaborating
with influencers.
-Sponsored
Unboxing.
-Sponsored
Reviews.
-Sponsored
product
comparison with
help of different
influencers
before product
launch
- Offering early

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discount
B) Measures of effectiveness and techniques for each type of the three objectives
Using the marketing objectives designed for the company, it is important for Nokia 8
marketing team to follow their procedure with defined processes, the effectiveness of their
selected media strategy include,
- Nokia 8 can initiate a promotional event where all the features of the phone can be
highlighted in front of the audience to help them understand the message behind Nokia’s
innovation. It can launch the product using webinar, however, the company is required to
follow the standards under the Privacy Policy under the Canadian Marketing Association
and Data and Direct Marketing Association to plan its promotional campaign
successfully.
- Paid reviews with Facebook advertisement and other social media platforms with the end
goal to attract new users. It will help the firm position their product in the right target
market and accomplish its sales objectives (Rana & Dwivedi, 2018).

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PART 3 – PRE-TEST AND POST-TEST MEASUREMENT
A) The pre-test and at the post-test phase for each of the three types of objectives.
These activities are carried out by the firm considering a time framework to launch their
product in the market, for example, the marketing manager is keen to promote its products with a
smooth marketing procedure to facilitate smooth functioning of the campaign. It helps the
marketer to follow a timeline to follow it adequately without missing any important step (Kolb,
2018). The followed pre-test and post-test measure include
- Gantt chart – it will be utilized by the management of Nokia 8 in order to support
scheduling technique properly. It will help the managers to review the whole process and
adopt a critical path to gain a competitive advantage while minimizing its operational
cost which usually exceeds its limit when not monitored properly.
- Broadcast media is another method which helps the marketing manager to assess the
feasibility of their resources using the business model of the company. This even works
well with social media marketing. However, it is not selected to carry out the process; the
reason behind this is its lengthy process (Ismail et al., 2018).
- The marketing plan for Nokia 8 is based on a 6-month procedure before the launch.
Therefore, the manager is encouraged to align Gantt Chart scheduling procedure with
Social media marketing to increase customer loyalty, delineation of products, and
develop trust among customers easily (Hughes & Ahearne, 2010).
B) Which measurements at the pre-test and at the post-test phase will you employ lab
and field methodologies? Explain why you will employ lab and field methodologies
It will be achieved in determine period while extracting their benefits.

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Goal Activities Timeframe
Working
towards
broadcast
media
Nokia will carry out a feasibility report with
broadcast media to communicate its
objectives with the stakeholders and make
sure customers are aware with the process
The plan will be achieved in a
span of 30 days

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resources design in leading the launch of the product
smoothly.
Social media
marketing plan
The company aims to assess the plan of a
marketing message to implement the plan.
The product page will follow a proactive
functioning of the page to design content
suitable to meet the need of the company.
The plan will be carried out
for the long term. However,
the initial phase will complete
in 60 days
Forwarding
emails
The company will email all its customers
about the launch of the Nokia 8. It will help
the managers to target its previous customers;
the content of the email should be appealing
enough to attract its customers.
The plan will initiate before
the launch of the product.
Monitoring and
Control
It is important for the company to assess the
activities evaluating its feedback to gather
data and understand the expectations of its
target audience. It will help the organization
to develop and redesign the process with the
feedback to improve their marketing and
product approach.
The plan is supposed to be
completed in a span of 6
months. However, it will carry
out the monitoring process
after the initial phase of
product development.
(Balmer, et al., 2011; Dryglas & Salamaga, 2018)

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PART 4: MEDIA BUDGETING
A) What are the three different measurements you will use to evaluate the overall IMC
process?
The budgetary methodology is reliant on the choice was taken by the administration in
maintaining the effectiveness of the tasks according to the prerequisites of the endeavour. In this
connection, Nokia will use the Top-Down planning where the senior administration of the
association makes numbers according to the needs looked by the equivalent and allots the assets.
The top-down planning will bolster the association in maintaining the proficiency of the
activities according to the needs looked by the equivalent (Hughes & Ahearne, 2010). The
concerned budgetary methodology will bolster the association in maintaining the proficiency of
the tasks according to the necessities of the endeavour. The budgetary methodology of the
association will be upheld through the relevance of the advertising components and the choices
that are attempted by the administration. The administration and authority over the various costs
by the administration helps the equivalent in surveying the abilities and capabilities for the
smooth working of the frameworks. The evaluation of the abilities and capabilities of the
association help's the equivalent in recognizing the possibilities of progress as far the limited
time battle is connected. Accordingly, Nokia's administration will attempt the Top-Down
budgetary methodology to evaluate the necessities of the association and along these lines
designating costs according to the needs looked by the equivalent ((Elikan & Pigneur, 2018).
B) Explain how you will utilize each of these three different measurements to evaluate
the overall IMC process for your product and its brand
The budget is as followed,
Activities Perceived expense
(in $ million)
Actual expense
(in $ million)

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Advertising 2.5 1
Digital marketing 2 5
Public relation 3 2.5
Sales promotion 2 1
Total Cost 9.5 9.5
The media classes that are being recognized as a piece of the limited time crusade are
Broadcast media, Social media showcasing, beneficent occasion, Emails, Promotional occasion
and Websites. The reasonable and incorporated activities of the media classes will bolster the
association in maintaining the effectiveness of the task according to the requirements of the
limited time occasion. The depiction of the budgetary costs and allotting the equivalent to the
various extent to the media classes help an association in incorporating the advertising
correspondence goals. In this connection, the designation of the assets to the various media
classes will bolster the concerned association in keeping up the effectiveness of the advertising
activities according to the necessities of the endeavour (Elikan & Pigneur, 2018).
The telecom media may require 40% of the budgetary costs to encourage the smooth
working of the frameworks. The telecom media will include the exercises of the media
specialists, and the association will redistribute the administrations to various telecom stations. It
will bolster the association in maintaining the effectiveness of the special exercises. Then again,
Social media promoting will require an extent of 22% of the financial backing to attempt the
smooth working of the frameworks according to the necessities of the association. The concerned
association has wanted to coordinate their site with Facebook to draw in the greatest dimensions
of the target group of onlookers. So as to legitimize the mix of the site with the Facebook official

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page, the association would need to pay a sum to the web-based life stage (Dahiya & Gayatri,
2018).
The association will likewise attempt a cost of about 8% for supporting the magnanimous
advancement, arranged by the business. The beneficent advancements bring out the need for an
association in maintaining the productivity of the activities in supporting the requirements of the
networks. The beneficent occasions will bolster the association in maintaining the productivity of
the task according to the necessities of the endeavour. Subsequently, the association will
contribute a decent sum for supporting the requirements of the networks and consequently draw
in consideration of the intended interest group (Rana & Dwivedi, 2018). Messaging will be made
through costs adding up to around 3% of the financial limit as it will require the association in
selecting a talented workforce. The talented workforce would not only monitor the criticisms of
the intended interest group yet in addition help the equivalent. Outline of the necessities of the
intended interest group will bolster the equivalent in improving the viability of the activity
according to the requirements of business destinations. Board will require 1% of the financial
limit for the smooth working of the special exercises according to the goals (Atwal & Williams,
2017).