12-1 topic: 10 imc strategies dr. ehsanul huda chowdhury course: strategic marketing batch: 17 th...
TRANSCRIPT
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12-1
Topic: 10IMC
Strategies Dr. Ehsanul Huda Chowdhury
Course: Strategic MarketingBatch: 17 thBBA Program
IBADhaka University
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12-2
Initiating and
maintaining a flow of
communications
between a company
(brand) and its market
targets.
IMC Strategy is ―
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12-3
PromotionComponent
s
PublicRelations
DirectMarketing
SalesPromotion
PersonalSelling
Advertising
Interactive/Internet Marketing
Composition of IMC Strategy
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12-4
COMMUNICATIONOBJECTIVES
ROLE OF PROMOTIONCOMPONENTS
PROMOTIONBUDGET
PROMOTION COMPONENTSTRATEGIES
Coordinationwith Product,Distribution,and PriceStrategies
DEVELOPING THE IMC STRATEGY
Advertising Sales Promotion
Public Relations
Personal Selling
Direct Marketing
Interactive/ Internet Marketing
MARKET TARGETING AND POSITIONING STRATEGIES
INTEGRATE AND IMPLEMENT PROMOTION COMPONENT
STRATEGIES
EVALUATE EFFECTIVENESS OF
PROMOTION STRATEGY
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12-5
ILLUSTRATIVE COMMUNICATION
OBJECTIVES
Need Recognition
Finding Buyers
Brand Building
Evaluation of Alternatives
Decision to Purchase
Customer Retention
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12-6
Factors Guiding the Role Assigned to Each Component
Market Target(s)
Desired Positioning
Role of Promotion in Positioning
Product Characteristics
Stage of Life Cycle
Situation Specific Factors
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12-7
DETERMINING THE PROMOTION
BUDGET
Percent of Sales
Follow the Competitio
n
Objective and Task
All You Can Afford
Budgeting Approaches
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12-8
Integrating and Implementing
Promotion Strategy
Integration Challenges
Avoiding fragmentation
Difficulty in evaluating productivity
Differences in priorities
Separate organizational units
Assigning integration responsibility
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12-9
Illustrative Influences on Promotions
Strategy
Number and dispersion of buyers
Buyers’ information needs
Size and importance of purchase
Distribution
Product Complexity
Post-purchase contact required
Small
High
Large
Direct
High
Yes
Large
Low
Small
Channel
Low
No
Advertising/ sales promotion driven
Balanced Personal selling driven
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12-10
IMC Strategy Issues
Expense/Response Relationships
Allocation
Impact on Brand Equity
Integration of Promotion Components
Evaluating Effectiveness
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12-11
ADVERTISING STRATEGY
Setting Objectives and Budgeting
Creative Strategy
Media/Programming Strategy
Role of the Agency
Program Implementation and Effectiveness
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12-12
ADVERTISINGSTRATEGY
Target Audience
Advertising Objectives
Advertising Budget
Creative Strategy
Advertising Media and Programming Schedules
Implement and Evaluate Strategy Effectiveness
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12-13
Expose communication to target audience
Create awareness
Change attitude(s)
Increase Sales
Generate profits
Illustrative Advertising Objectives
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12-14
Determining Advertising Objectives1. Does the advertising aim at immediate
sales?
2. Does the advertising aim at near-term sales?
3. Does the advertising aim at building a long-range consumer franchise?
4. Does the advertising aim at helping increase sales?
5. Does the advertising aim at some specific step that leads to a sale?
6. How important are supplementary benefits of advertising?
7. Should the advertising impart information needed to consummate sales and build customer satisfaction?
8. Should advertising build confidence and goodwill for the corporation?
9. What kind of images does the company wish to build?
Source: from Exhibit 12-5.
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12-15
Budget Determination
OBJECTIVE AND TASK METHOD HAS A
STRONGER SUPPORTING LOGIC THAN THE OTHER
METHODS.
Media/ Scheduling
Creative Strategy
Budget Determination
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12-16
MEDIA / SCHEDULING DECISIONS
Television
Radio
Magazines
Online
Website
Outdoor
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12-17
Access to the target audience
Cost of reaching the target group(s)
Favorable access to cost
Unfavorable access to cost
Factors Influencing Media Decisions
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12-18
Advertising Agency
Role of the Advertising Agency
Target Audience
Advertising Objectives
Advertising Budget
Creative Strategy
Advertising Media and Programming
Evaluate the Effectiveness of the Strategy
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12-19
MEASURINGADVERTISING
EFFECTIVENESS
RatingServices
Sales andExpense Analysis
TestMarketing
ControlledTests
RecallTests
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12-20
SALES PROMOTION consists of
various incentives, mostly
short term, intended to
stimulate quicker and/or
greater purchase of particular
goods/services by end-user
consumers or value chain
organizations.
The strategy process is
similar to the design of
advertising strategy.
SALES PROMOTION STRATEGY
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12-21
SALESPROMOTION
TARGETS
ConsumerBuyers
Salespeople
BusinessBuyers
Value Chain
Sales Promotion Activities and
TargetsActivities include trade
shows, specialty advertising, contests, displays, coupons, recognition programs, and
free samples.
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12-22
Communication Platforms
Advertising Print and
broadcast ads Packaging inserts Motion pictures Brochures and
booklets Posters Billboards POP displays Logos Videotapes
Sales Promotion Contests, games,
sweepstakes Premiums Sampling Trade shows,
exhibits Coupons Rebates Entertainment Continuity
programs
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12-23
Communication Platforms
Events/ Experiences
• Sports• Entertainment• Festivals• Art• Causes• Factory tours• Company
museums• Street activities
Public Relations• Press kits• Speeches• Seminars• Annual reports• Charitable
donations• Publications• Community
relations• Lobbying• Identity media• Company
magazine
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12-24
Communication Platforms
Personal Selling• Sales
presentations• Sales meetings• Incentive
programs• Samples• Fairs and trade
shows
Direct Marketing• Catalogs• Mailings• Telemarketing• Electronic
shopping• TV shopping• Fax mail• E-mail• Voice mail• Blogs• Websites
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12-25
Characteristics of the Marketing
Communications Mix
Advertising Pervasiveness Amplified
expressiveness Impersonality
Sales
Promotion Communication Incentive Invitation
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12-26
Characteristics of the Marketing
Communications Mix
Public Relations and Publicity
High credibility Ability to catch
buyers off guard
Dramatization
Events and Experiences
Relevant Involving Implicit
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12-27
Characteristics of the Marketing
Communications Mix
Direct Marketing Customized Up-to-date Interactive
Personal Selling Personal
interaction Cultivation Response
Word-of-Mouth Marketing• Credible• Personal• Timely
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12-28
THE END