Integrated Marketing Communications The Process of Planning a Synergistic Approach to Promotions and Communications.

Integrated Marketing Communications

The Process of Planning a Synergistic Approach to

Promotions and Communications

Integrated Marketing Communications(IMC)

process of developing and implementing various forms of persuasive communications programs with customers and prospects over time

Features of IMC Affect Behaviors Uses All Forms of Contact

media, face-to-face, specialty Starts with the Customer Achieves Synergy Builds Relationships

enduring link between customer, brand and firm

Making Brand Level Marketing Communications Decisions

Implementation Decisions

Mixing ElementsCreating MessageSelecting Media

EstablishingMomentum

Enhancing Brand Equity Affecting Behavior

Program Eval

Fundamental DecisionsPositioningTargeting

Setting ObjectivesBudgeting

MarCom Program

Outcomes

Fundamental MarCom Decisions

Positioning The key feature or image that stands out

in consumers’ collective mind Calvin Klein

Targeting Deliver precise messages to segments of

the market Psychographics, demos, geos,VALS

Communication Objectives

Building Category Wants Primary Demand

Creating Brand Awareness

Enhancing Attitudes and Influencing Intentions

Facilitating Purchase

Budgeting Objective/Task Method best

Set objectives and then determine strategies and costs accordingly

Top Down or Bottom Up Build upon objective task by allowing

area manager to request budget dollars based on costs of strategies

Guiding Structure Ideals

All marketing communications should be: 1) Clearly positioned 2) Directed at a particular target market 3) Created to achieve a particular

objective 4) Undertaken to accomplish objective

within budget constraint

Implementation Decisions Mixing Elements

Look to achieve synergy Pr, advertising, personal selling, sales promotion

Creating Messages Use of appeal type, matches objectives and

creates synergy

Selecting Media Matching TM/TA Minimize wasted coverage

Implementation Decisions

Establishing Momentum

investing and timing promotional efforts to maximize potential launch effectiveness

MarComm OutComes

Program Evaluation Sales? Brand awareness Message comprehension Attitude formation

Brand Equity

AMA defines brand as, “name, term, sign, symbol, or design or combination of them intended to identify the goods and services of one seller or a group of sellers and to differentiate them from competition.”

Five Dimensions Sincerity

Honest, wholesome I.e., Campbell’s soup Excitement

Imaginative, spirited, up to date I.e., Calvin Klein, Sony Competence

Reliable, intelligent, successful I.e., Maytag Sophistication

Charming, high end, fashionable, I.e., Rolex, Louis Vuitton

Ruggedness Tough, durable, outdoorsy I.e., Timex and Timberland

Brand Equity

Components Brand Awareness

Does the brand name come to mind when consumers think of the product category

Recall vs. recognition

Brand Image Types of associations that come to mind for the

consumer Feelings, status, quality

What makes a brand successful?

Excels at delivering benefits customers desire Is consistent Portfolio of products makes sense Brand is properly supported over time Stays relevant to consumer (M&Ms and

colors; Sony and innovations) Pricing system matches impressions of value

Trends in Promotions and IMC

Reduced Use of Advertising

Greater Use of Targeted Communications

Increased Demands on Suppliers

Assess ROI

Marketing Communications Process - The Model

Marketing Structure - constrains actions Environment Brand Level Decisions

General - Target Markets, Obj, Budget

Specific Choices - Media, Message, Mix Evaluation - action, awareness, recall Brand Equity Enhancement

Brand Concept Management

Introduce generate awareness

Fortify utilize frequency to generate

memorability and recall Elaborate

introduce new products under the family name

Market Structure organizational

arrangement used to achieve goals

Issues of Interest Reorganization

move away from brand to category management

Concept of Category Management

Category Management Reviewing Product

Categories Targeting

Consumers Merchandising Implementation Evaluation

Environmental Issues Monitoring

SA SWOT ID Problems and

Opportunities Managing

anticipate!

Brand-Level Communications Process General

Choices Specific

Choices Evaluation ***SEE CHART

Brand Level Decisions

M C M odel

G enera l C hoiceT M

O bjec tivesB udget

S pec ific C hoicesM ixture

M essageM edia, M om entum

E valuationMeasureable Results

B rand Level Decisions

General Choices Target Markets

who is my prospect? Segmentation and Positioning Strategies

Objectives Communication, Persuasion, Awareness,

Action Which Elements of the Mix are Best?

Budgets - judgmental and data-oriented

Specific Choices Mixture of Elements

Reliance on Each of the Elements of the Promotional Mix

Message encoding, appeals

Media Selection and Planning

Momentum Evaluation

Evaluation Review Measurable

Objectives Then Compare

Progress Towards Communication

Objectives Action Objectives