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IMC for Brand EquityChapter 6
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Definition of IMC
IMC is the process of developing and
implementing various forms of
persuasive communications programswith customers and prospects over
time.
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IMC is designed to:
Affect behavior
Use all forms of contacts
Start with the customer
Achieve synergy
Build relationships
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Information Processing Model
Exposure - see or hear ad
Attention - pause to notice ad
Comprehension - get message
Intention - will purchase
Behavior - purchase
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Advertising Strategy Step 1
Define positioning - attributes & benefits
Points of parity- necessary/
competitive
Points of difference - desirable/
deliverable
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Advertising Strategy Step 2
Identify creative strategytocommunicate positioning
Informational - benefit (prob-sol,demo, comparison, testimonial)
Transformational - imagery (usage,
user, personality/values) Motivational - borrowed (humor,sex)
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Customer Relationship
Mangement Data base usage
1. tracking customer activity
2. Manage customer interactions
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Non-traditional Ads
Place advertising
billboards, posters
movies, airports, retailers
Product placement
Point of Purchase supermarket radio
cart video
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Sales Promotion:
Consumers
User aggregate - continue to use; increase
usage
Potential aggregate - try product; put
brand into category evoked set
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Sales Promotion:
Trade Increase purchase frequency - deals
Support brand advertising - co-op
Increase inventories of brand products -
shelf space and display options
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Event Marketing:
Types Arts
Festivals, fairs, annual events
Cause marketing
Entertainment, tours, attractions
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Event Marketing:
Objectives Identify with consumer target market or
lifestyle
Increase brand awareness Create or reinforce perceptions of brand
image associations
Enhance corporate image dimensions
Create experiences and evoke feelings Entertain clients, reward employees
Permit merchandising opportunities
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Sponsorship
To meet specific brand objectives
Audience delivered must meet needs of
brand consumers Events, naming opportunities
Measurement - supply side - potential
exposure from media coverage demandside - reported exposure fromconsumers
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PR and Publicity
Company and brand image protection
PR- annual reports, fund raising,
membership drives, lobbying, eventmanagement, public affairs
Publicity - press releases, media
interviews, press conferences, featurearticles, newsletters, photographs,films
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Buzz Marketing
Word of mouth techniques for high-
interest product categories (Krispy
Kreme, Blair Witch Project) Cultural corruption?
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Personal Selling
Sales reps become customer advocates
Corporate sales attitude
Recognition for performance throughcustomer satisfaction not sales
Data based contact to reinforce
Frequent face-to-face interaction withconsumer
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IMC Mix Criteria
Coverage - reach and impressions
Contribution - main effects of
communications on consumers Commonality - consistent and cohesive brand
image in every communication
Complimentary - linkages of different
communications Versatility - degree of appeal to all
aggregates
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IMC Example: San Diego
Zoological SocietyMAIN ATTRACTIONS
Zoo - 800 species of animals in native
habitat cages
Wild Animal Park - 1800 acre preserve
with 2500 animals living together in
recreated African habitat
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SDZS Competetition
Sea World
LegoLand
Disneyland
Knotts Berry Farm
Universal Studios Magic Mountain
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SDZS Target Consumers
40% San Diego County
14% other parts of CA
35% from continental US
05% from outside US
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SDZS Communication
Objectives Raise funding for societys programs
Provide public education
Maintain image on local, regional,
national & international levels
Draw visitors to main attractions
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IMC Strategy:
Advertising Objective: drive attendance; uphold
image; educate and inform
Audience: Members/ non-members;households in 5 CA counties; tertiarymarket of 7 states; tourist group sales
Media: TV, radio, newspaper,magazine, direct marketing, outdoor,film locations
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IMC Strategy:
Sales Promotion Objective: Drive attendance
Audience: Southern CA co-op
Media: Coupons, sweepstakes, tours,
broadcast tradeouts, direct maiol,
fliers, postcards
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IMC Strategy:
Public Relations Objective: Inform, educate, maintain
image, reinforce advertising message
Audience: local to international
Media: event coverage; features in
local, national and global media; talk
show appearances; web site
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IMC Strategy:
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IMC Strategy: Corporate
Sponsorships & Events Objectives: Provide event funding,
promote special programs with
corporate sponsors; develop business-zoo partnerships
Audience: Zoo supporters andcorporate partners
Media: Ad, PR, co-ops, ticket trades,hospitality centers
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IMC Strategy:
Direct Mail Objective: Maintain large supporter
base
Audience: local, regional, national andglobal children, seniors, couples and
single memberships
Media: Direct mail and on-groundsvisibility
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IMC Strategy:
Group Sales Objective: Maintain group traffic and
revenue with group tours
Audience: Conventions, incentivegroups, bus tours, associations, scouts,schools, military, organizations, etc.
Media: Travel and tourism trade shows,telemarketing, direct mail, tradepublications, advertising, web alliances
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Measurement
Ticket sales
Media coverage
Web inquiries
Positive attitude and awareness
research
New memberships and renewals
Business alliances