Planning for Marketing Communication (Marcom)

This chapter explores the strategic process of planning within Marketing Communication (Marcom), emphasizing the importance of setting clear objectives, allocating budgets, and selecting the right communication tools. Beginning with an overview of Marcom planning, it highlights the significance of aligning communication goals with business outcomes. The chapter introduces the DAGMAR approach to setting measurable objectives and discusses various types of Marcom goals, including sales-driven communication. It also delves into budgeting strategies, examining factors that influence budget decisions, and comparing different allocation methods through real-life examples such as Tata Nexon EV and Amazon India’s Great Indian Festival campaigns. Additionally, it outlines tools and frameworks essential for effective Marcom planning and addresses common challenges faced during implementation. The chapter concludes with case studies and practical insights, offering a comprehensive view of how strategic planning enhances the impact and efficiency of marketing communication efforts.