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Overview of Integrated Marketing Communications

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					Overview of Integrated
Marketing
Communications


                         1
         Chapter One Objectives


• Introduce the topic of marketing
  communications and suggests why it is
  such a critical component of modern
  marketing
• Discuss the nature and importance of
  different elements of marketing
  communications
          Chapter One Objectives


• Discuss the features and advantages
  of integrated marketing
  communications (IMC) including
  communication elements and how
  they must be tightly interwoven for
  the successful management of brand
  equity
                          Mountain Dew

• Mountain Dew: #3 Selling Soft Drink in U.S.
• Primary Mkt: Teens, Secondary 20-39 y.o.
• Challenge Grow Remain Hip
• FEE    Fun, Exhilaration, Energy
• Urban Mkt. Vans Loaded with 20 oz. Bottles
  of MD Toured Major Cities, Hip-Hop Music,
• Distribute Free Bottles at Schools,
  City Parks, Basketball Courts etc.
• Truly Integrated Marketing
  Communications (IMC) Effort
         Definition of Marketing

              Marketing

A set of activities whereby business and
 other organizations create transfers of
  value between themselves and their
                 customer
                Communications



       Communications
Is the Process Whereby Thoughts
are Conveyed and Meaning is Shared
Between Individuals or Between
Organizations and Individuals.
   Marketing Communications


     Marketing Communications

The collection of all elements in a brand’s
marketing mix that facilitate exchanges by
  establishing shared meaning with the
       brand’s customers or clients
 The Marketing Mix and
Promotion Management
                         Promotion
Promotion:
• Mass Media Advertising
• Online Advertising
• Sales Promotion (Samples, Coupons,
  Rebates, and Premium Items)
• Point-of-Purchase Displays
• Opt-in Emailing
• Publicity
• Event and Cause Sponsorships
• Personal Selling
Elements of Marketing Communications
                                 Brand


Brand
• Is a Label for Describing any Object
  of Concerted Marketing Efforts. It
  Could be a Product, a Service, a
  Retail Outlet, a Media Company, or
  Even a Person (e.g. Martha Stewart).
                 Roles Brands Perform
•   1. Economic Role - Economies of Scale
•   2. Create Competitive Barriers of Entry
•   3. Means of Competitive Differentiation
•   4. Provides Leverage with Retailers,
•      Intermediaries
•   5. Assurance of Consistent Quality
•   6. A Covenant with Consumer Triggering
•      Brand Expectations About Quality, Value,
•      Convenience, Status, Etc.
                  Integrated Marketing
                Communications (IMC)


  Integrated Marketing Communications
          (IMC) Short Definition:
The process of developing and implementing
various forms of persuasive communication
programs with customers and prospects over
Time.
          History of Pre- IMC Era


• Historically Organizations handled
  Advertising, Sales Promotion, Point-
  of-Purchase Displays, and Other
  Promotional Tools as Virtually
  Separate Practices due to Unit
  Specialization, plus Outside
  Specialist Suppliers. Resistance to
  Change for Various Reasons.
      Today a Move Toward IMC


Why the Move Toward IMC?
• Many Advertising Agencies have Merged
  with other Suppliers and Broadened their
  Scope and Embraced IMC. Brand
  Organizations Must Integrate. Brand
  Managers Must Closely Link Their Efforts
  with Suppliers and Commit to Integration
  of Various Communications Tools.
          Formal Definition of IMC

• IMC is a Communication Process that
  Entails the Planning, Creation, Integration,
  and Implementation of Diverse Forms of
  Marketing Communications that are
  Delivered over Time to a Brand’s Targeted
  Customers and Prospects.
• The Goal of IMC is to Influence or Directly
  Affect the Behavior of the Targeted
  Audience.
                Key Features of IMC


1. Start with the customer work to the
      company (Outside-in not Inside-out)
2. Use Any Form of Relevant Contact – get
  creative (“MD street teams”)
  Contact – Any Message Medium Capable
 of Reaching Target Customers and
 Presenting the Brand in a Favorable Light.
 “360-Degree Branding”
   Key Features of IMC Continued

3. Achieve synergy Convey the Message
  Consistently
      “Speak with a Single Voice”
      (1 + 1 = 3)
 Positioning Statement: The Key Idea that
 Encapsulates what a Brand is Intended to Stand
 for in its Target Market’s Mind and Then
 Consistently Delivers the Same Idea Across All
 Media Channels. (Chap 3 Covers Positioning)
   Key Features of IMC Continued
4. Build relationships between the brand and
  the consumer. A Relationship is an
  Enduring Link between a Brand and its
  Customers.
 - Successful Relationships lead to
   Repurchase and Possibly Even Loyalty
   toward a Brand.
  - It is Cheaper to Keep a Customer than Lose
    them and Have to get New Ones.
- CRM – Customer Relationship Management.
   Ways to Build Relationships. Frequent Flyer,
   Loyalty Programs, Experiential Programs.
   Key Features of IMC Continued

5. Affect behavior: Must do more than
  Just Build Awareness or Enhance
  Consumer Attitudes.

 Ultimately Affecting Sales is Still the
 Gold Standard and Explains the
 Popularity of Sales Promotion.
                         Changes in
   Marketing Communication Practices


• Reduced Dependence on Mass Media
 Advertising.
• Increased Reliance on Highly Targeted
 Communication Methods- Direct Mail, Opt-In
 (Permission) E-Mailing, Specialty Magazines,
 Cable TV, and Event Sponsorships.
            Changes in Marketing
         Communications Practices
• Heightened Demands on Suppliers such as
 Ad Agencies, Sales Promotion Firms, PR
 Agencies. Advertisers Seek a Wide Range of
 Promotional Services and Demand
 Accountability
• Increased Efforts to Assess
 Communications’ Return on Investment –
 ROI, Is What we’re Doing Working
 Financially?
     End of Chapter One




 THE END
Of Chapter One
      Definition of Brand Equity


             Brand Equity

A brand possesses equity to the extent that
consumers are familiar with the brand and
 have stored in their memory warehouses
    favorable, strong and unique brand
                associations
Two forms of Brand Knowledge


            Brand Awareness

 An issue of whether a brand name comes to
     mind when consumers think about a
  particular product category and the ease
       with which the name is evoked
Two forms of Brand Knowledge


             Brand Image

 The types of associations that come to
       the consumer’s mind when
   contemplating a particular brand
                Consumer-Based Brand Equity
                                Framework
                                                            Non-Product-Related
                             Brand
                                                           (e.g., Price, Packaging,
                           Recognition                    User and Usage Imagery)
              Brand
            Awareness
                              Brand          Attributes
                              Recall                         Product-Related
                                                             (e.g., color, size,
                                                             design features)
  Brand
Knowledge
                             Types of
                        Brand Associations    Benefits           Functional
             Brand
             Image                                                Symbolic
                          Favorability,
                                              Overall
                          Strength, and
                                             Evaluation          Experiential
                          Uniqueness of
                                             (Attitude)
                        Brand Association
  The Concept of Brand Equity


 “Gardenburger’s
ad on last episode
    of Seinfeld
  pays off big!”
Brand Equity Enhancement


  Brand equity enhanced by:
• Name awareness
• Positive associations
• Perceived quality
• Strong brand loyalty
Co-Branding and Ingredient Branding

               Co-Branding


• Two or more brands enter into a
  partnership that potentially serves to
  enhance both brands’ equity and
  profitability
• An important requirement for successful
  co-branding : “logical fit between the two
  brands…”
Co-Branding and Ingredient Branding

                   Dunkin’ Donuts




                       Hill Holiday
                      Co-Branding and
                   Ingredient Branding

         Ingredient Branding


• A special type of alliance between
  branding partners
• e.g., “Intel Inside”
          Managing Brand Concepts

                    A brand concept is
                        the specific
                   meaning that brand
                     managers create
                    and communicate
                   to the target market




Functional Needs     Symbolic Needs   Experiential Needs
An Appeal to Functional Needs



  An appeal to
functional needs
 An Appeal to Functional Needs


 Functional Needs

 Products that attempt
to fulfill the consumer’s
  consumption-related
         problems
                   Functional Needs


Health conscious
  products are a
 functional need
      today
Functional Needs
   Dunkin’ Donuts




      Hill Holiday
Functional Needs
        Rockport




      Leo Burnett
    Company, Inc.
Functional Needs
   Honda Tractors




        Fahlgren
An Appeal to Symbolic Needs



 An appeal to
symbolic needs
 An Appeal to Symbolic Needs



Another appeal to
 symbolic needs
   An Appeal to Symbolic Needs

   Symbolic Needs

Products that potentially
  fulfill a consumer’s
     desire for self-
   enhancement, group
membership, affiliation,
  and belongingness
                 Symbolic Needs



  Appeal to
Symbolic needs
Symbolic Needs
         Toyota




      Saatchi &
        Saatchi
     DFS/Pacific
  An Appeal to Experiential Needs



  An appeal to
experiential needs
   An Appeal to Experiential Needs


Experiential Needs

Products that provide
 sensory pleasure,
variety, and cognitive
     stimulation
                   Experiential Needs



  An appeal to
sensory pleasure
Experiential Needs
         Pictionary




     Warwick Baker
            O’Neill
Experiential Needs
     Harvard Pilgrim
        Health Care




        Hill Holliday
Experiential Needs
           Toshiba




      FerrelCalvillo
    Communications,
                Inc.
Integrated Marketing Communications
                              (IMC)


 Integrated Marketing Communications
                 (IMC)
The process of developing and implementing
various forms of persuasive communication
programs with customers and prospects over
time

				
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posted:12/3/2011
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