2007 thomson south-western overview of integrated marketing communications chapter one
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2007 Thomson South-Western
Overview of Integrated Marketing
Communications
Chapter One
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Elements of Marketing Communications
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Marketing Communications at the Brand Level
This is the key means for
differentiating one company’s offering
from another’s
A well-known and respected brand is an invaluable asset
Brand
A successful brand can create barriers to entry for
competitors
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Tools of MarcomAdditional Resource: Marcom Matrix
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Integrated Marketing Communications (IMC)
The philosophy and practice of carefully coordinating a brand’s sundry marketing communication elements.
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The Meaning of Synergy
• The payoff from IMC is that brand managers achieve
– The integration of multiple communication tools and media yield more positive communication results than the tools used individually
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The MCT (Keller Kevin Lane (2001), “Mastering the Marketing Communications Mix: Micro & Macro
Perspectives on IMC Programs”, Journal of Marketing Management, 17, 823-851
• Three “Actors” in a Situation
• The three “actors” determine
• INTERACTION EFFECTS
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Mountain Dew
• Brand’s Core Meaning– FUN, EXHILARATION, ENERGY
• Tagline– Do the Dew
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Five Key Features of IMC
1. Start with the Customer– “Outside-In” approach
– “Inside- Out” approach
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Five Key Features of IMC
2. Use any form of relevant contact
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Five Key Features of IMC
3. Achieve synergy (speak with a single voice)
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Five Key Features of IMC
4. Build relationships.
• Aim to increase “share of wallet”
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Five Key Features of IMC
• Affect behavior– Survey by Whole foods
– Affect behavior?
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A Concluding Mantra: All Marketing Communications Should Be…
Directed To A Particular Target Market
Clearly Positioned
Undertaken To Accomplish The Objective Within Budget
Constraint
Created To Achieve a Specific Objective
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MarCom Outcomes
Enhancing Brand Equity Affecting Behavior
Outcomes