Brand Management Session 11

8/7/2019 Brand Management Session 11

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Integrated MarketingCommunications

Integrated MarketingIntegrated MarketingCommunicationsCommunications

Session 11Session 11

SubhadipSubhadip RoyRoy


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Role of Integrated Marketing

Communications Marketing communications

are the voice of the brand and are a meansby which it can establish a dialogue and buildrelationships with consumers.

allow marketers to inform, persuade,incentivize, and remind consumers directlyor indirectly

can contribute to brand equity byestablishing the brand in memory and linking

strong, favorable, and unique associations toit.


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Participants in IMC Management

Marketing OrganizationMarketing PlanGoal & ObjectivesBrand Audit (what youare doing now

Marketing OrganizationMarketing PlanGoal & ObjectivesBrand Audit (what youare doing now

Specialized PromotionOrganizationsMedia OrganizationsEvent Management FirmsWeb Site DesignersSales Promotions AgenciesDirect Marketing AgenciesPublic Relations FirmsP-O-P Agencies & Designers

Specialized Promotion

OrganizationsMedia OrganizationsEvent Management FirmsWeb Site DesignersSales Promotions AgenciesDirect Marketing Agencies

Public Relations FirmsP-O-P Agencies & Designers

Advertising AgencyResearchCreative StrategiesProductionMessage Placement

Advertising AgencyResearchCreative Strategies

ProductionMessage Placement Advertising

Internet advertisingDirect Marketing

Sales PromotionsPublic RelationsPersonal Selling

AdvertisingInternet advertising

Direct Marketing

Sales PromotionsPublic RelationsPersonal Selling

IMC

Management

IMC

Management


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Relationship Between Promotion,the Promotional Mix, and

Integrated Marketing Communications

Promotion: Process

Promotion Mix: Tools

IMC: Management of thePromotion Mix


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Integrated MarketingCommunications

FACTORS CONTRIBUTING TO IMCs RISING

PROMINENCE Fragmentation of Media Better Audience Assessment Through Database

Technology Consumer Empowerment Increased Advertising Clutter Shifting Channel Power Desire of Greater Accountability


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IMC History Disney (1950-60s)

Synergy: coordinated marketingefforts (print, television, movies, merch,and theme park


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Disney


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Disney


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Simple vs. synchronized

integration Simple

Secondary media (radio, print, in-store)designed to support the primary medium(television) using consistent messagingacross channels

Synchronized

No medium dominates All are equal


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Simple


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Synchronized Communication

Public Relations

Internet Presence

Television and Print

A u d i e

n c e


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Synchronized: IPL


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IPL


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Integrated Communication Options

(Business-to-Consumer) Media Advertising (TV, radio, newspapers,

magazines) Direct Response Advertising Interactive (on-line) Advertising & Web Sites

Outdoor Advertising (billboards, posters,cinema) Point-of-Purchase Advertising

Trade Promotions Consumer Promotions Sponsorship of Event Marketing

Publicity or Public Relations


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Integrated Communication Options

(Business-to-Business) Media Advertising (TV, radio, newspaper,magazines)

Trade Journal Advertising Interactive (on-line) Advertising & Web Sites Directories Direct Mail Brochures & Sales Literature Audio-Visual Presentation Tapes Giveaways Sponsorship or Event Marketing

Exhibitions, Trade Shows, Conventions Publicity or Public Relations


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B2B: IMC Options


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B2B


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B2B: Exhibition


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The Risks of Integration

In order for IMC to work, there

must be strong coordination amongstthe different marketing disciplines Can prevent rapid responses to

unexpected situations and emergingopportunities Failure of any one component can have

dire consequences for other reliantcomponents


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Common causes of IMC

failure Incorrect strategic assumptions

Inferior tactical execution Unanticipated marketplace changes

Unforseen delays Product to market, integrated marketing

elements Conflicts between integration partner


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Evaluating IMC Programs Coverage - what proportion of the

target audience is reached by eachcommunication option employed, aswell as how much overlap existsamong options

Cost - what is the per capita expense

Are we getting good eyeball return oninvestment?


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Evaluating IMC Programs

Contribution - the collective effecton brand equity in terms of enhancing depth & breadth of awareness

improving strength, favorability, & uniqueness of brand associations

Commonality - the extent to whichinformation conveyed by differentcommunication options share meaning


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Evaluating IMC Programs

Complementarity - the extent to which

different associations and linkages areemphasized across communication options

Versatility - the extent to whichinformation contained in a communicationoption works with different types of consumers

Different communications history Different market segments


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Keller Bes for IMC Be analytical : Use frameworks of

consumer behavior and managerial decision-making to develop well-reasonedcommunication programs

Be curious : Fully understand consumers byusing all forms of research and always bethinking of how you can create added value

for consumers Be single-minded : Focus message onwell-defined target markets (less can be

more)


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Keller Bes for IMC Be integrative : reinforce your message

through consistency and cuing across allcommunications Be creative : State your message in a

unique fashion; use alternative promotionsand media to create favorable, strong, andunique brand associations

Be observant : Monitor competition,customers, channel members, and

employees through tracking studies


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Keller Bes for IMC

Be realistic : Understand thecomplexities involved in marketingcommunications

Be patient : Take a long-term view of communication effectiveness to build

and manage brand equity


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Thank You, Class

Brand Management Session 11

Documents