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Integrated Marketing Communications
The Process of Planning a Synergistic Approach to
Promotions and Communications
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Integrated Marketing Communications(IMC)
process of developing and implementing various forms of persuasive communications programs with customers and prospects over time
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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
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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
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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
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Communication Objectives
Building Category Wants Primary Demand
Creating Brand Awareness
Enhancing Attitudes and Influencing Intentions
Facilitating Purchase
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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
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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
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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
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Implementation Decisions
Establishing Momentum
investing and timing promotional efforts to maximize potential launch effectiveness
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MarComm OutComes
Program Evaluation Sales? Brand awareness Message comprehension Attitude formation
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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.”
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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
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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
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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
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Trends in Promotions and IMC
Reduced Use of Advertising
Greater Use of Targeted Communications
Increased Demands on Suppliers
Assess ROI
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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
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Brand Concept Management
Introduce generate awareness
Fortify utilize frequency to generate
memorability and recall Elaborate
introduce new products under the family name
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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
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Environmental Issues Monitoring
SA SWOT ID Problems and
Opportunities Managing
anticipate!
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Brand-Level Communications Process General
Choices Specific
Choices Evaluation ***SEE CHART
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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
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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
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Specific Choices Mixture of Elements
Reliance on Each of the Elements of the Promotional Mix
Message encoding, appeals
Media Selection and Planning
Momentum Evaluation
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Evaluation Review Measurable
Objectives Then Compare
Progress Towards Communication
Objectives Action Objectives