integrated marketing communications
DESCRIPTION
A quick slideshow on integrated marketing communications and the brand building process.TRANSCRIPT
integrated marketing communications STRATEGIC
IMC is the planning and execution of all types of advertising-like and promotion-like messages selected for a brand service, or company, in order to meet a common set of communication objectives, or more particularly, to support a single ‘positioning’.
The goal of IMC is to build relationships with consumers and stakeholders through a single, clear and consistent message across channels.
in a business culture
that is vertical
- Bruce Mau, designer, bruce mau design
WHAT YOU MUST TRY TO DO
is work horizontally
IMC is the planning and execution of all types of advertising-like and
promotion-like messages selected for a brand service, or company, in order to
meet a common set of communication objectives, or more particularly, to
support a single ‘positioning’.
IMC is the planning and execution of all types of advertising-like and
promotion-like messages selected for a brand service, or company, in order to
meet a common set of communication objectives, or more particularly, to
support a single ‘positioning’.
How you will achieve communication and brand objectives.
IMC is the planning and execution of all types of advertising-like and
promotion-like messages selected for a brand service, or company, in order to
meet a common set of communication objectives, or more particularly, to
support a single ‘positioning’.
The tactics you will use to carry out plan.
IMC is the planning and execution of all types of advertising-like and
promotion-like messages selected for a brand service, or company, in order to
meet a common set of communication objectives, or more particularly, to
support a single ‘positioning’.
Messages used to reinforce or project the specific brand and firm image stated in the marketing plan.
IMC is the planning and execution of all types of advertising-like and
promotion-like messages selected for a brand service, or company, in order to
meet a common set of communication objectives, or more particularly, to
support a single ‘positioning’.
Trade promotions: expenditures or incentives used by manufactures and other members of the marketing channel to help push product through to retailers. Consumer promotions: incentives aimed at a brand’s customers. Used to entice the consumer to take the final step and make a purchase.
IMC is the planning and execution of all types of advertising-like and
promotion-like messages selected for a brand service, or company, in order to
meet a common set of communication objectives, or more particularly, to
support a single ‘positioning’.
What you hope to accomplish with advertising and promotional programs.
IMC is the planning and execution of all types of advertising-like and
promotion-like messages selected for a brand service, or company, in order to
meet a common set of communication objectives, or more particularly, to
support a single ‘positioning’.
“How a brand is to be perceived in the context of competitive alternatives in the mind” – Brad VanAuken “Consumers perceive most product categories as homogeneous” (Copernicus Consulting).
Marketing Mix Product Price Promo-on
Distribu-on (Place)
The marketing mix is crucial when determining a product or brand’s offer, and
is often associated with the four P’s
Marketing Mix Product Price Promo-on
Adver-sing Sales Promo-on Personal Selling
Public Rela-ons Direct Marke-ng Sponsorship Marke-ng Digital Marke-ng
Distribu-on (Place)
Marketers must combine these elements
into a comprehensive marketing strategy
IMC IS A
PLANNING PROCESS
SWOT ANALYSIS
Structured planning method used to evaluate
the strengths, weakness, opportunities and
threats involved in a business venture
STRENGTHS
Market advantages
Access to resources
Unique selling proposition
Perceptions
STRENGTHS
Market advantages
Access to resources
Unique selling proposition
Perceptions
Weaknesses
What could be improved
How are sales lost
Perceptions
What should be avioded
STRENGTHS
Market advantages
Access to resources
Unique selling proposition
Perceptions
Weaknesses
What could be improved
How are sales lost
Perceptions
What should be avoided
Threats
Competition
Technology
Resources
Obstacles
STRENGTHS
Market advantages
Access to resources
Unique selling proposition
Perceptions
Weaknesses
What could be improved
How are sales lost
Perceptions
What should be avoided
Threats
Competition
Technology
Resources
Obstacles
opportunities
Trends
Changes in Technology, Policy
Resources
Market opportunities
IDENTIFY
TARGET AUDIENCE
The target market the company wishes to appeal to, design products for, and tailor its
marketing activities toward.
Demographic psychographic Gender
Age
Income
Ethnic Group
Geographic Regional
National
Behavioral
Lifestyle
Personality
Motivations
Resources
Attitudes
Usage rates
Loyalty
Benefits sought
Segmenting an audience will help to better define how advertising should look and feel.
DETERMINE HOW THEY MAKE DECISIONS
Problem Recognition
Information search or research
Evaluation of alternatives
Purchase
Post purchase
evaluations
INTERPERSONAL
INFLUENCES
NONPERSONAL
INFLUENCES
PERSONAL
PROCESSESS
Adopted from: Arens, W. F., Weigold, M. F. & Arens, C. (2013). Contemporary adver.sing and integrated marke.ng communica.ons. McGraw-‐Hill Irwin. New York: NY.
Family
Society
Culture
Time
Place
Environment
Perception
Learning/persuasion
Motivation
Needs
Wants
POSITIONING
Process or strategy used to separate a brand from its competition by
associating the brand with a particular set of consumer needs
Based on: (1) perceptions of consumers and (2) relation to competition
Process or strategy used to separate a brand from its competition by
associating the brand with a particular set of consumer needs
Based on: (1) perceptions of consumers and (2) relation to competition
Relation to competitors
Process or strategy used to separate a brand from its competition by
associating the brand with a particular set of consumer needs
Based on: (1) perceptions of consumers and (2) relation to competition
Attribute
Process or strategy used to separate a brand from its competition by
associating the brand with a particular set of consumer needs
Based on: (1) perceptions of consumers and (2) relation to competition
Product Use
Process or strategy used to separate a brand from its competition by
associating the brand with a particular set of consumer needs
Based on: (1) perceptions of consumers and (2) relation to competition
Price or quality
Process or strategy used to separate a brand from its competition by
associating the brand with a particular set of consumer needs
Based on: (1) perceptions of consumers and (2) relation to competition
Consumer Identity
Process or strategy used to separate a brand from its competition by
associating the brand with a particular set of consumer needs
Based on: (1) perceptions of consumers and (2) relation to competition
Product class
Process or strategy used to separate a brand from its competition by
associating the brand with a particular set of consumer needs
Based on: (1) perceptions of consumers and (2) relation to competition
personality
CREATE MEASUREABLE OBJECTIVES
Objectives are desirable outcomes, that are measurable, derived
from organizational goals.
Increase awareness of brand
Increase organic web traffic by X%
Increase Twitter followers by X
Increase E-mail registrations by X%
GOALS
OBJECTIVE OBJECTIVE OBJECTIVE
Strategy
SELECT APPROPRIATE CHANNELS
Communication
Channels
SEO
Events
SOCIAL
MEDIA
Website Conventional
Media
Marketing that works is marketing that
people choose to notice -Seth GOdin
ATTRIBUTES Slide 18:hVp://thenounproject.com/term/gym/79156/ Slide 19: hVp://thenounproject.com/term/down/36166/ Slide 20: hVp://thenounproject.com/term/dog/24636/ Slide 22: hVp://thenounproject.com/term/map-‐marker/8806/