jc mk261 imc presentation

MK261Lecture week 7

Integrated Marketing Communication

Objectives & Reading

Understand the importance of planned, integrated communications in a marketing context.

Appreciate the variety and scope of marketing communications objectives.

Explain the use of promotional tools in the communications process

Reading: B & P Chapter 14

Definitions……..

Communication is: “Imparting or exchange of information by message or otherwise” Pocket Oxford Dictionary

Marketing Communications is: "A management process through which an organisation enters into dialogue with its various audiences” Fill 2006

A Marketing Communications Mix is: "A set of tools which can be used in different combinations… in order to communicate with an audience” Fill 2006

IMC is…………

‘a process which involves the management and organisation of all agents in the planning, implementation and control of all marketing communications contacts, media, messages and promotional tools focused at selected target audiences in such a way as to derive the greatest economy, efficiency, effectiveness, enhancement and coherence of marketing communications effort in achieving predetermined product and corporate marketing communications objectives’

Picton and Broderick in B & P (2006) p. 632

What communicates?

The promotional activities e.g. advertisingAlso……..

The marketing mix e.g. product The organisational brand e.g. Nestle The product brand image e.g. KitKat Staff The Retail environment

Marketing Mix and Communications

All of the marketing mix elements (P’s) communicate

PRODUCT: brand name, packaging, quality, ingredients etc

PRICE: price+quality=value; price perceptions (psychological pricing)

PLACE: retail image; promotion; retail brand PEOPLE: retail and sales staff; customer service PROMOTION: the PROMOTION/IMC mix

The IMC Mix

Also known as: The Promotional Mix The Marketing Communications Mix

Consists of a variety of ‘tools’ with which to communicate with target audiences

Can be mass or personal communicationCan be paid for or ‘free’

Key Tools for Marcomms Strategy

ADVERTISING: non-personal communication paid for by a sponsor


PERSONAL SELLING: Face to face (or one to one) communication


SALES PROMOTION: incentives to stimulate quick buyer action


PUBLIC RELATIONS: establishing and maintaining a positive image of a company or brand


DIRECT MARKETING: this is both a medium and an offer to purchase

More key definitions

PACKAGING: the ‘silent salesperson’! It performs a selling and information job for self selection products


E-MARKETING: interactive marketing, using new media such as computers, mobile phones etc.


CORPORATE IDENTITY: the way an organisation presents itself to a variety of audiences

Objectives

Where do we want to be?Objectives need to be set specifically for

marketing communications They will be derived from the marketing

objectives (marketing plan)Each promotional tool will also need

specific objectivesObjectives should be SMARRTT

SMARRTT objectives

S specific

M measurable

A achievable

R realistic

R relevant

T targeted

T timed

Objectives

Marketing objectives tend to focus on sales, market share, launching new products e.g. to increase sales by 10%

Marcomms objectives focus on how the marketing objectives can be achieved e.g. to increase sales you may have to make more people aware of your product, or persuade them to buy by designing a special offer/sales promotion

Understanding the communication process

There is no one model or theory about how communication works

Here is a useful selection!

Communications Model

Most models of the process contain these key components (see p.632 B & P)

Kitchen 1993

Strong and weak theories (1)

Strong theory (B & P p. 643) suggests that advertising has an important role in affecting consumers

It can be used to effect a change in: Knowledge Attitudes Beliefs Behaviours

Believes advertising can ‘persuade’ consumers, through a sequential/hierarchical process

Sequential or Hierarchy Models

Also known as Learn-Feel-Do modelsUseful for explaining the role of advertising

in certain buying situations Problem solving Involves learning about choices/options Requires testing/trial before purchase E.g. car

Not all decisions are learn-feel-do so doesn’t always apply

AIDA

Learn Attention

Interest

Feel

Desire

Do Action

Strong and weak theories (2)

Weak theory reduces advertising to a more minor role

Suggests consumers buy brands because of their prior experiences and knowledge, so advertising is one of many influences on consumers i.e. consumers are more likely to buy a brand

because they have bought it before than because they have seen an advert

Suggests advertising is not the ‘catalyst’ of behaviour that some believe; more likely to act as a reinforcer/reminder

Push vs. Pull strategy

Push and Pull (see B & P p. 641) are alternative communications strategies:

Marketer Intermediary Consumer (push)

Marketer Intermediary Consumer (pull)

Thank you for Listening!!

Any Questions?

jc mk261 imc presentation

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