Integrated Marketing Communication (IMC)
Role of Marketing
Communication
Developing Effective
Marketing Communication
Deciding on the Marketing
Communication Mix
Managing the
IMC Process
The Role of Marketing Communication
• The changing marketing communication environment
• Marketing communication, brand equity, and sales
Marketing Communication Mix
1.
2.
3.
4.
5.
6.
7.
Advertising
Sales promotion
Public relations and publicity
Events & experiences
Direct & interactive marketing
Word of mouth marketing
Personal selling
Marketing communication
increases in brand equity
1.
2.
3.
4.
Brand awareness
Brand image
Brand responses
Brand relationship
• The communication process models
Macro model of the communication
process (Fig 17.2, p.514)
Role of Marketing
Communication
Developing Effective
Marketing Communication
Micro model of the communication
process (Fig 17.3, p. 515)
Deciding on the Marketing
Communication Mix
Managing the
IMC Process
Developing Effective Communications
Identifying Target
Audience
Primary/Secondary/Influencer
Determine Objectives
Design Communications
Category need/Brand awareness/Brand attitude/
Brand purchase intention
• Message strategy (what to say)
• Creative strategy (how to say it)
• Message source (who should say it)
• Personal communication channels (social channels,
Select Channels
advocate, expert)
• Non-personal communication channel
Establish Budget
Decide on Media Mix
Measure Results
Manage IMC
Role of Marketing
Communication
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Media
Sales promotion
Events & experiences
Public relations
• Integration of communication channels
Developing Effective
Marketing Communication
Deciding on the Marketing
Communication Mix
Managing the
IMC Process
Developing Effective Communications
Identifying Target
Audience
Determine Objectives
Design Communications
Select Channels
Establish Budget
Decide on Media Mix
Measure Results
1.
2.
3.
4.
Affordable method
% of sales method
Competitive parity method
Objective & task method
• Establish the market share goal
• Determine the % of the market that should be
reached by advertising
• Determine the % of aware prospects that should
be persuaded to try the brand
• Determine the number of advertising impressions
per 1% trial rate
• Determine the number of gross rating points that
would have to be purchased
• Determine the necessary advertising budget on the
basses of the average cost of buying a gross rating
point
Manage IMC
Role of Marketing
Communication
Developing Effective
Marketing Communication
Deciding on the Marketing
Communication Mix
Managing the
IMC Process
Deciding on the Marketing Communication Mix
Factors in setting the marketing communication mix
Identifying Target
Audience
• Type of product market (B2B/B2C)
• Buyer’s readiness stage
• Product lifecycle stage
Determine Objectives
Design Communications
Characteristic of marketing communication mix
1.
Select Channels
• Persuasiveness
• Amplified expressiveness
• Impersonality
Establish Budget
2.
Decide on Media Mix
Manage IMC
Role of Marketing
Communication
4.
Event & experiences
Direct & indirect marketing
• Customised
• Up-to-date
• Interactive
6.
Word of mouth
• Credible
• Personal
• Timely
Public relations & publicity
• High credibility
• Ability to catch buyers offguard
• Dramatization
Measure Results
5.
Sales promotion
• Communication
• Incentive
• Invitation
3.
• Involving
• Implicit
Advertising
7.
Personal selling
• Personal interaction
• Cultivation
• Response
• Relevant
Developing Effective
Marketing Communication
Deciding on the Marketing
Communication Mix
Managing the
IMC Process
Deciding on the Marketing Communication Mix
Measure Result
Identifying Target
Audience
• Intermediate outputs (reach, frequency, recall, recognition
Determine Objectives
Design Communications
scores, persuasion changes, cost per thousand)
• Behavior change
Select Channels
Establish Budget
Decide on Media Mix
Measure Results
Manage IMC
Role of Marketing
Communication
Developing Effective
Marketing Communication
Deciding on the Marketing
Communication Mix
Managing the
IMC Process
Managing the IMC Process
• Coordinating media
• Implementing IMC
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Coverage
Contribution
Commonality
Complementary
Versatility
Cost
Role of Marketing
Communication
Developing Effective
Marketing Communication
Deciding on the Marketing
Communication Mix
Managing the
IMC Process
Managing Mass Communications:
Advertising, Sales promotion, Events &
Experiences, Public Relations
Role of Marketing
Communication
Developing Effective
Marketing Communication
Deciding on the Marketing
Communication Mix
Managing the
IMC Process
Developing & Managing an Advertising Program
1.
2.
Setting the objective
• Informative advertising
• Persuasive advertising
• Reminder advertising
• Reinforcement advertising
Deciding on the advertising budget
• Factor that effects budget consideration
a.
b.
c.
d.
e.
3.
Stage in the product lifecycle
Market share & consumer base
Competition & clutter
Advertising frequency
Product substitutability
• Advertising elasticity
Developing the advertising campaign
• Message generation & evaluation
• Creative development & execution (TV/print/radio)
• Legal and social issues
Role of Marketing
Communication
Developing Effective
Marketing Communication
Deciding on the Marketing
Communication Mix
Managing the
IMC Process
Deciding on Media & Measuring Effectiveness
1.
Deciding on reach, frequency, and impact
(p.545 – reach, frequency, impact, total number of exposure)
2.
Choosing among major media types
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3.
Alternative advertising options
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4.
Target audience
Media habits
Product characteristics
Message characteristics
Cost
5.
Place advertising (out of home)
Product placement
Point of purchase
Evaluating alternative media
Selecting specific media vehicles 6.
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Circulation
Audience
Effective audience
Effective ad – exposure audience
Role of Marketing
Communication
Developing Effective
Marketing Communication
Deciding on media timing & allocation
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Continuity
Concentration
Flighting
Pulsing
Evaluating advertising effectiveness
• Communication-effect research (Pre-test,
Post-test)
• Sales-effect research (fig 18.4 p. 554)
Deciding on the Marketing
Communication Mix
Managing the
IMC Process
Sales Promotion
1.
2.
3.
Objectives
Advertising VS Promotion
Major decisions
• Establishing objectives
• Selecting consumer promotion tools – table 18.5 p. 557
• Selecting trade promotion tools –table 18.6 p.558
• Selecting business and sales promotion tools –table 18.7 p. 559
• Developing the program
• Pretesting, implementing, controlling, and evaluating the program
Role of Marketing
Communication
Developing Effective
Marketing Communication
Deciding on the Marketing
Communication Mix
Managing the
IMC Process
Events & Experiences
1.
Event Objectives
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2.
To identify with a particular target market or lifestyle
To increase awareness of company or product name
To increase or reinforce perceptions of key brand image associations
To enhance corporate image
To create experiences and evoke feelings
To express commitment to the committee or on social issues
To entertain key clients or reward key employees
To permit merchandising or promotional opportunities
Major sponsorship decisions
i. Choosing events
ii. Designing sponsorship programs
iii. Measuring sponsorship activities
• Direct tracking of sponsorship-related promotions
• Qualitative research
• Quantitative analysis
3.
Creating experiences
Role of Marketing
Communication
Developing Effective
Marketing Communication
Deciding on the Marketing
Communication Mix
Managing the
IMC Process
Public Relations
1.
Marketing Public Relations (publicity)
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2.
Launching new product
Repositioning a mature product
Building interest in a product category
Influencing specific target groups
Defending products that have encountered public problems
Building the corporate image in a way that effects favorably on its products
Major decisions in marketing Public Relations
• Establishing objectives
• Choosing message and vehicles (table 18.8 p.568)
• Implementing the plan and evaluating results
Role of Marketing
Communication
Developing Effective
Marketing Communication
Deciding on the Marketing
Communication Mix
Managing the
IMC Process
Managing personal communication:
Direct & interactive marketing, word of mouth
Role of Marketing
Communication
Developing Effective
Marketing Communication
Deciding on the Marketing
Communication Mix
Managing the
IMC Process
Direct Marketing
1.
2.
The benefit of direct marketing
Direct mail
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3.
4.
5.
6.
Objectives
Target markets and prospects
Offer elements
Testing elements
Measuring campaign success
Catalog marketing
Telemarketing
Other media for direct-response marketing
Public and ethical issues in direct marketing
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Irritation
Unfairness
Deception and fraud
Invasion of privacy
Role of Marketing
Communication
Developing Effective
Marketing Communication
Deciding on the Marketing
Communication Mix
Managing the
IMC Process
Interactive Marketing
1.
2.
Advantage and disadvantage of interactive marketing
Placing ads and promotions on-line
I.
Websites
• Ease of use
• The site download quickly
• The 1st page is easy to understand
• Easy to navigate to other pages that open quickly
• Physical attractiveness
• Individual page is cleaned not crammed with content
• Type faces and font sizes are very readable
• Good use of color (and sound)
• 7Cs:
context/content/community/customization/communication/
communication/connection/commerce
II.
III.
IV.
V.
VI.
Microsites
VII. Sponsorships
Search ads
VIII. Alliances
Display ads
IX. Online communities
Interstitials
X. E-mail
Internet –specific ads & videos XI. Mobile Marketing
Role of Marketing
Communication
Developing Effective
Marketing Communication
Deciding on the Marketing
Communication Mix
Managing the
IMC Process
Word of Mouth
1.
Buzz and viral marketing
• How to start a buzz fire p.588
• Buzz agent’s word-of-mouth dos and don’ts
2.
3.
4.
Opinion leaders
Blogs
Measuring the effects of word of mouth (WOM)
Role of Marketing
Communication
Developing Effective
Marketing Communication
Deciding on the Marketing
Communication Mix
Managing the
IMC Process